Edges 2016

Q2 UpdateTBWA\Analytics & Insights

In January we shared this report

We now updated it to: \Q2

\Finland \Disruption®

Edges are marginal behaviours that point to broader changes in culture. What could be the McDonald’s proposition for consumers having these relevant edges in mind?

Edging exercise

What could be your client’s proposition having these edges in mind?

What is an Edge?o  Edges are marginal behaviours that point to broader changes in culture. To

identify edges, we start with emerging signs and indicators!o  From those, we consider the ones that will have an impact on brands and on

business in the future !

TYPES OF EDGES

TECHNOLOGY Big territory

Trends that point to a new behavior. They emerge from combining examples/triggers in several areas.

Triggers / Examples within the territory.

ROBOTS

BOT SHOPPING

FB MESSENGEROPENS BOT

PLATFORM TO SUPPORT CUSTOMER SERVICE

MESSAGING

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LIVE VIDEO

FACEBOOK LIVE VIDEO ISN OW AVAILABLE FOR ALL TO

USE

STREAMING

SQUARE VIDEO

TO FIT EXPLODING MOBILE FACEBOOK USAGE, WINNING

PUBLISHERS MAKE THEIR VIDEOS SQUARE

VERTICALVIDEO

VR FOR EMPATHY

STANFORD DEVELOPED VR AVATAR TO EMPATHISE WITH

COWS DESTINED FOR SLAUGHTERHOUSE

VIRTUALREALITY

Image: www.telegraph.co.uk

CREATIVE A.I.

MCCANN JAPAN APPOINTS FIRST AI CD LEARNING FROM

HISTORIC & REAL TIME CAMPAIGN RESULTS

ARTIFICIALINTELLIGENCE

Image: thedrum.com

HEALTH TRACKING

NOKIA BUYS DIGITAL HEALTH COMPANY WITHINGS

INTERNET OFTHINGS

Image: www.withings.com

CROWDFUNDING

NORDEA BANK TO LAUNCH OWN CROWDFUNDING

PLATFORM

CROWDSOURCING

Image: nordea.com

ROBOT EMPATHY

PEOPLE ONLINE FELT HURT WHEN BOSTON DYNAMICS KICKED THEIR ROBOT DOG

‘SPOT’

ROBOTS

Image: www.extremetech.com/

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ELDERLY MODELS

1OO YEAR OLD VOGUE FEATURES 100 YEAR OLD

BRITISH MODEL

AGELESS SOCIETY

Image: vogue.com

TRANSGENDER MODELS

CAITLYN JENNERIS THE NEW FACE OF H&M

SPORT

GENDER FLUIDITY x

AGELESS SOCIETY

Image: www.balleralert.com

FLEA MARKETS

BUY YOUR NEIGHBOUR'S STUFF - HERTTONIEMI

ANNUAL FLEE MARKET MORE POPULAR THAN EVER

BEFORE

LOCAL LOVE

Image: http://villanuttu.net/wp-content/uploads/2014/04/P4270398.jpg

BUSINESS OPPORTUNITIES

FINNISH STARTUP MONI PROVIDES EASY ACCESS TO

MONTHLY GOVERNMENT ALLOWANCE THROUGH

PREPAID MASTERCARDS

XENOPHOBIA VS WELCOME REFUGEES

Image: moni.com

ARTIFICIAL MEAT

FINNISH START-UP GOLD & GREEN LAUNCHES PULLED

OATS

GO MEATLESS

Image: www.goldandgreenfoods.com

UNUSED FOODRESTAURANTS

HELSINKI RESTAURANT COOKING WITH WASTE FOOD

ONLY - WILL OPEN SPRING 2017

NO MORE WASTE

Image: Instock.nl

DECLUTTERINGMARIE KONDO’S

BESTSELLER GETS TRANSLATED INTO FINNISH

WASTEPOSITIVE

Image: http://www.japanculture-nyc.com/wp-content/uploads/2016/02/Marie-Kondo-Kinokuniya-2016.png

CLEANWEB

MEETUPS ARE HAPPENING ACROSS THE GLOBE

ADDRESSING RESOURCE AND SUSTAINABILITY

CHALLENGES UTILISING THE WEB

CLEANTECH

Image: http://www.cleanweb.org.uk/

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•  Marketing Automation•  Website Optimisation

(Attribution, Surveys, Heat map, User Recordings)

•  Tag Manager

INSIGHTMINING

DIGITALMARKETING

AUDIENCEPLANNING

DATA & TOOLS

•  Target Audience Analysis & Segmentation

•  Identifying Influencers•  Social Media Buying Optimization•  Earned Media Monitoring &

Valuation

•  KPI Setting•  KPI Dashboards & Reporting•  Social/Data Audit & Competitor

Benchmarking

•  Web & Social Analytics•  Trend Mapping•  Curated Newsletters &

Dashboards

TBWA \ ANALYTICS + INSIGHTS

Sourceso  MEDIA!

o  https://live.fb.com!

o  http://www.theverge.com/2016/4/12/11395806/facebook-messenger-bot-platform-announced-f8-conference!

o  https://www.newswhip.com/2015/10/five-quick-things-to-know-about-successful-facebook-videos!

o  http://www.telegraph.co.uk/news/science/10232818/The-virtual-reality-cow-aiming-to-turn-steak-lovers-into-vegetarians.html!

o  TECHNOLOGY!

o  http://www.thedrum.com/news/2016/03/29/mccann-japan-hires-first-artificially-intelligent-creative-director!

o  http://company.nokia.com/en/our-businesses/nokia-technologies/withings-announcement!

o  http://www.nordea.com/en/press-and-news/news-and-press-releases/news-en/2016/2016-04-27-nordea-to-introduce-crowdfunding-service-to-the-market.html?utm_content=33360965!

o  http://www.extremetech.com/extreme/199080-boston-dynamics-new-spot-robot-gets-knocked-down-gets-back-up-again!

o  CULTURE!

o  http://www.bbc.com/news/uk-england-coventry-warwickshire-36204002!

o  http://www.adweek.com/news/advertising-branding/caitlyn-jenner-new-face-hm-sports-170159!

o  https://www.facebook.com/events/1408140726153613/!

o  http://arcticstartup.com/article/moni-opens-smart-payments-pilot-to-help-the-refugee-problem!

o  SUSTAINABILITY!

o  http://www.foodandwine.com/blogs/pulled-oats-are-newest-meat-substitute!

o  http://nyt.fi/a1449809809055!

o  https://kirja.elisa.fi/ekirja/konmari-siivouksen-elamanmullistava-taika!

o  http://www.cleanweb.org.uk!

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