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Downloadable Tool That Helps People Create Simple Artificial Intelligence at Home VOL Trends & 6 Insights Digest January 2018 TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 VOL Trends & 6 Insights Digest January 2018 Happy New Year and welcome to the sixth volume of Brand Network’s Trends & Insights Digest. This biannual digest is intended to be a useful and inspirational resource, keeping our members updated with relevant trends and helpful information. In this volume, we continue to explore the so-called ‘Millennial’ audience, mainly to reiterate there is no such thing! We also spotlight key developments in intellectual property and legal protection of brands. The Social Media segment for this edition brings an overview of different tools that members may find beneficial, from those that help with community management to simple scheduling platforms. And, in keeping with tradition, the digest begins with a profile of eight emerging consumer behaviours, examining the evidence supporting each – and the brand activities successfully tapping into these behavioural trends. As we enter 2018, we are evaluating both our digest and events, to ensure we deliver the most suitable and constructive content to members in the year ahead. We would very much welcome your feedback on either, and especially any topics, or indeed sections, that you would like to be added in future editions of the digest or covered in our associated live events. You are most welcome to share this digest among your colleagues, and I hope you and they find it helpful. Finally, my thanks to our partners for their valuable contributions to this edition. Stephen Cheliotis Chief Executive, The Centre for Brand Analysis [email protected] © 2018 The Centre for Brand Analysis Ltd. No part of this digest may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher together with the copyright owners as featured. TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 TRENDS & CAMPAIGNS 1 – BLURRED LINES – COMFORT BLANKETS – STORY TELLERS – COMMITMENT ISSUES – TOO PERFECT – TOUCHY SUBJECTS – AI ANGUISH – COOL CONCERNS IN PARTNERSHIP WITH CANVAS8 SOCIAL TOOLS 2 IN PARTNERSHIP WITH EIGHT&FOUR MILLENNIALS 3 IN PARTNERSHIP WITH INKLING LEGAL & IP TRENDS 4 IN PARTNERSHIP WITH CMS OUR 5 PARTNERS TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 TRENDS & CAMPAIGNS TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 Summary of behaviours BLURRED LINES COMFORT BLANKETS People are bringing the virtual closer to real life People are getting snug on their sofas 1 Many TV superfans will go the extra mile to extend the worlds of their 5 The ‘fear of missing out’ has been replaced by the ‘joy of missing out’ for many favourite shows. Brands are responding by breaking the fourth wall, using both people. While some are looking to cut their spending or enjoy a little ‘me-time’, interactive and real-life campaigns to help viewers feel closer to the action. others are embracing the simple pleasures of home – scented candles, soft blankets and Netflix binges among them. STORY TELLERS COMMITMENT ISSUES People want to hear the whole story People don’t want to limit their options 2 A picture may be worth a thousand words, but with the popularity of 6 Whether it’s streaming services offering up content, dating apps suggesting Snapchat’s and Instagram’s story features, people are looking for more than mates, or LinkedIn alerts listing jobs, people have more freedom of choice than just the perfectly-timed photo. Instead, they want to be taken on a journey; and ever before. But this wealth of options is making it harder than ever for people brands are taking note, increasingly tapping into the power of storytelling. to commit and stick with something, whether that’s a potential partner or a media platform. TOO PERFECT TOUCHY SUBJECTS People are bored of perfection People want media to tackle taboo topics 3 In a culture where the spotlight is always on, aesthetic perfection has become the 7 While TV is often used as a form of escapism, people are increasingly looking norm, from Instagrammable dinners to picture perfect holidays. And while people for media that is diverse, reflects pressing world issues, and that acknowledges generally like aesthetically pleasing things, the downside of being flawless has the more taboo, touchy or sensitive subjects that aren’t traditionally turned come into view, spurring an appreciation for the beauty of imperfection. into entertainment. COOL CONCERNS AI ANGUISH People are putting their social stance on display People are uncomfortable using AI 8 From taking #nomakeup selfies to signing petitions on political issues, a growing 4 In August 2017, Elon Musk Tweeted that artificial intelligence poses vastly more sense of social responsibility and commitment to local community have changed risk than the nuclear capabilities of North Korea. While that may seem alarmist, the way people view social action. While being calm and collected was once a the general public are also apprehensive about AI, even when it’s in the form of sign of coolness, the new badge of cool is having a cause to shout about. retail chatbots. TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 TRENDS & Blurred CAMPAIGNS lines Many TV superfans will go the extra mile to extend the worlds of their favourite shows. Brands are responding by breaking the fourth wall, using both interactive and real-life campaigns to help viewers feel closer to the action. TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 BLURRED Summary People want their favourite shows to extend LINES beyond the screen – so brands are using interactive and real-life campaigns to help viewers feel closer to the action. While viewers have long turned to fan-fiction and merchandise to feel like they’re a part of their favourite shows, interactive storylines, ad campaigns, and social media are now encouraging more involved viewing and participation. Given that a full 72% of TV superfans say social platforms play a role in their viewing habits, media producers are using social media to break the fourth wall and get up close in people’s real worlds. And it’s going both ways, with reality blurring back into fiction, too – when Twitter users imagined a film premise based on a picture of Lupita Nyong’o and Rihanna, Netflix took on the challenge of producing the hypothetical film. In the lead up to the US election, Netflix hijacked candidates’ jockeying to promote a new season of House of Cards. Publicity for the fictional Frank Underwood appeared alongside that of Hillary Clinton and Donald Trump – garnering over 160,000 mentions on Twitter. In the buildup to its cult-themed seventh season, American Horror Story used its website to ‘recruit’ curious viewers to an online cult. And when burger chain Checkers teamed up with Rick Ross to ‘buy back the block,’ the charity campaign turned into real-life inspiration: moved by the project, Ross wrote a track that gained over 16 million listens on Youtube alone. The fading line between real life and fiction is extending beyond film and TV. In the wake of a FIFA ad featuring ‘El Tornado’ – a virtual football trick created within the video game – football fans and gamers alike tried to pull it off in real life, sharing their attempts over social media. TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 BLURRED Evidence LINES 72% 1/5 of TV superfans say social platforms play A fifth of readers report characters from novels a role in their viewing habits [source] cropping up in their daily lives, hearing their voices even after putting books aside [source] 60% of TV superfans credit Twitter with We’re living in an age when the real and virtual motivating them to tune into a new TV show influence each other,” says EA SPORTS producer [source] Gilliard Lopes Dos Santos [source] TRENDS & INSIGHTS DIGEST | JANUARY 2018 | VOL 6 BLURRED Campaigns LINES FIFA 18: El Tornado Cigna Health: TV Doctors American Horror Story: AHSCult.com In the ad for FIFA 18 by adam&eveDDB, a young “We may not know much about medicine, but To mark the upcoming season 7 of the American gamer completes a new move called ‘El Tornado’ we do know a lot about drama.” Created by Horror Story, viewers were encouraged to sign in the game. By sharing it online, he prompts McCann NY, health organisation Cigna teams up to AHSCult.com to receive their own cult players – digital and real – around the world to up with well-known TV doctors to help people ID number. Over six weeks, clues about the also attempt it – with Ronaldo himself even giving avoid drama by encouraging them to take control upcoming show were revealed to fans through it a go. of their health by urging them to go for medical Facebook messages, the website, and real-life EA SPORTS FIFA is an iconic gaming and entertainment franchise. check-ups. situations, all while maintaining the illusion that the The chance to build a new skill into a game so embedded in culture Cigna is proud that our continuing efforts have helped raise individual was being recruited into a cult. is a rare opportunity – we can’t wait to see El Tornado take the awareness of the importance of preventive care, and have actually “This provides us the opportunity to do something different and to world by storm. Mat Goff, CEO of adam&eveDDB [source] driven a 6 percent increase in preventive care visits among Cigna have a longform engagement with the viewers as we take them customers. We hope that hearing from our new ‘TV Doctors’ through this experience to premiere.” (Hollywood Reporter, August ensemble this fall will spur even more people to take action and 2017) Jason Phipps, FX senior vp digital media marketing schedule their annual check-up.
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