Andreas Gurky’s 99 cent II, Diptychsold, 1st photograph to sell for more than $3 million
What will make the world tick in 2013? What will the consumer do in 2013?
What is the forecast of trends in the near future? Planners and intelligence
departments do their share of the job and thousands of reports everywhere
are evaluating, analyzing, studying and demonstrating the crucial trends of
the coming year…
At Cheil UAE, our observation skills, trend-spotting & pattern recognition
are “MADE IN THE REGION”. From different global and local research to
supermarket visits, café ear-dropping, social behaviourism and practically
anything that showcases or hints to any new pattern being built, we
develop our MEA 2013 collection of trends.
Customer “Service” has never been so literal. Servitude is what brands
are turning to facing a busy consumer, more demanding, and deﬁnitely
more time-conscious looking for instant gratiﬁcation. Brands that want
some loyalty or do any “selling” with the Master consumer need to
provide the level of Service their new Master is expecting.
Example: Red Tomato in Dubai has
reached the level of servitude needed:
The VIP Fridge Magnet has a ‘direct line'
to the pizzeria. Customer pushes the
button, triggers a connection to the
Internet via Bluetooth on a smartphone
and shortly afterward, gets his Pizza
delivered, literally: on demand!
New & Improved
The attraction of the “New” has never been more present. The famous
“Prosumers” of last decade evolved into a new specie of consumers
looking for the NEW in products, services or even experience. How to
amaze this “ConNEWmers”? How to make him act or react? Same
formula, same product same retail space, just change one ingredient
and you have a completely new formula inducing a new consumer
Example: The “Dubai 24 Hours” Initiative,
a non-stop shopping experience for people
visiting Dubai during Eid 2012 .
Participating Malls made history by
opening for 24 hours during weekend. A
ﬁrst of its kind initiative that created a lot
of interest among retailers and shoppers:
residents and tourists alike, wanted to try
this new experience.
The world of espionage has captured consumers’ imagination for the
past ﬁfty years, and James Bond was the main reason! What makes
Bond so popular: Technology! And all those gadgets.. Imagine a
service that picks up your location, a map to track your way, an MI6
style mobile visual search.. Good news: Any digital savvy brand can
make any smartphone user live & feel the excitement of the 007
Example : Durex has chosen Dubai as the
1st city to sell a service that picks up
your location via a mobile app to deliver
condoms within the hour. After
downloading Durex's SOS App, user can
order condoms. Delivery man will arrive,
dressed as a pizza guy, tourist, police.. A
racy experience for smartphone user!
Consumer wants to feel unique, the product should be exclusive but
the experience should also be avant-premiere. Most importantly he
doesn’t want to feel he’s our “target market”. His individuality makes
him want exclusive events with people from his own tribe, sharing one
major interest: where common people are not invited, or even better
common people haven’t even heard about it!
Example : On 27.4.12 Sole Dxb invited all
sneakerheads to the only Sneaker
Festival in the ME for an exclusive sale
in Al Quoz. Private invites sent to very
exclusive people via Facebook only. Tiger
Translate party (with grafﬁti artists
from around the world) did the same
private sale event on 24th Jan in Dubai.
Retail goes homey! The new trend to create a homey vibe in-store
serves two purposes: giving customers a more comfortable outing
experience and the second one is offering a more intimate
experience with the brand. Brands are not telling the consumer
“Come and Buy” anymore, Brands are sending the message of “Relax
& Enjoy”, just spend time with the brand.
Example: The Pavillion in downtown, the
Archive café in Safa park, the Shelter in al
Quoz… just to name few of those new places
offering costumers a homey experience with
a library of books in various languages
offering readers the chance to relax, enjoy
the scenery while customers eat, drink and
consume, feeling right at home.
Grand Prix Winner at Cannes the Tesco virtual Store by Cheil
Worldwide was probably one of the most talked about pieces of work in
advertising, but it also opened the eyes of the world about how
consumers and technology are transforming shopping. From Korea, to
Melbourne, Chile to Santiago, Virtual stores ﬂourished in Singapore,
New York, Carrefour France, Peapod Chicago. Soon in a Bus stop near
Example: When we know "CONVIENCE” is
one of the big reasons for virtual shops
success, it’s only a matter of time in a
busy city like Dubai where service and
delivery is so competitive, for
Supermarkets, beauty products or
restaurants to invade the Metro walls,
Bus stops, Malls.. with virtual stores!
online shopping is growing increasingly popular in the region*
(42% in UAE), a new fast growing category (12%in the UAE) is turning
to Mobile shopping: apps (27%), airline tickets (21%) and movie tickets
(16%) are the top 3 categories purchased by consumers in the UAE
through their mobile phones. Convenience & efﬁciency are the 2 main
reasons why consumers are more and more turning into mobile
Example : UAE consumers are the most
advanced in the region when it comes to
M- shopping: Take the Grand Cinema
Mobile App, it has been downloaded
10,000+ (which is a very good number
for a local App), compared f.e. to the
same Grand Cinema App in lebanon
which has only been downloaded 100+ ..
*According to the results of a recent MasterCard survey 2013
How ironic is it: you want to go to luxury places and live the most
indulging experience but still by acting like the smart consumer that
you are, PAYING LESS TO EXPERIENCE MORE! Smart consumers take
pride in ﬁnding THE best luxurious deals in town. Social commerce like
Groupon, Cobone.. and even ofﬂine vouchers aren’t just about saving
money anymore: it’s about Luxury for Less. We say why not?
Entertainer Dubai gave
consumers a series of voucher books from
all different categories offering consumers
the best offers in town. You pay for the
Fine Dining coupon book 395 AED and
you’ll be able to enjoy a buy-1-get-1 free
offer in the most exclusive restaurants. In
brief: You pay to pay less to enjoy more..
Got the deal?
Example : Dubai commuters could be
paying for their Metro trips with their
phones by end of 2013. It will start with
public transport . Metro, ferry and bus
users will be able to take advantage of
the top tech “by the end of the year” while paying for your taxi with a touch of
your mobile will be possible “next year”.
Source: UAE telecom giant, du
I can see… I can see a cash-free future in front of me.. Since 2005 the
cash-free society has been shyly appearing in global trend reports. But
2013 is deﬁnitely the year that Middle East consumers will understand
the power and perks of their little smart phones. Brands and agencies
will actively roll out their cashless initiatives, and the Arabic consumer
more than anyone will instantly adopt the convenience of mobile
A new breed of International Shoppers have appeared. Looking for the
best deals, the greatest offers & the experience that comes with it, those
shoppers travel to the land of opportunities, land of sales during speciﬁc
seasons and events . With the calendar of events on its list (DSF, DSS,
Gitex..) there’s no wonder Dubai has taken over as the world’s 3rd
ranked airport for international passenger numbers, in the global
spent over $153 M on their Visa cards in
the 1st week of DSF 2013, registering a
massive 34% growth compared to 2012.
Statistics also revealed that cardholders
from Russia, UK and Saudi were top
spenders during that week, contributing
more than $33 m, $13 m & $9.3 m
Example : UAE International visitors
Cheil worldwide is Korea’s largest and one of the world’s leading advertising
groups. Established in 1973 with headquarters in Seoul, Cheil operates 55
ofﬁces in 30 countries around the globe and about 4,000 employees.
Operating in Dubai since 2006, Cheil UAE is an integrated communication
agency producing creative and added value solutions for its clients through
“ideas that move” - Ideas that move consumers, brands metrics, products.
To ﬁnd out more about our “ideas that move”
or more info on our trendspotting & strategic tools
and how it can help move your business,
please contact: email@example.com