Edges 2016 Q2 Update TBWA\Analytics & Insights

1. Edges 2016
Q2 Update
TBWAAnalytics & Insights

2. In January we shared this
report

3. We now updated it to:
Q2
Finland
Disruption®

5. 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?

6. 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

9. BOT SHOPPING
FB MESSENGER
OPENS BOT
PLATFORM TO SUPPORT
CUSTOMER SERVICE
MESSAGING

10. 10
LIVE VIDEO
FACEBOOK LIVE VIDEO ISN
OW AVAILABLE FOR ALL TO
USE
STREAMING

11. SQUARE VIDEO
TO FIT EXPLODING MOBILE
FACEBOOK USAGE, WINNING
PUBLISHERS MAKE THEIR
VIDEOS SQUARE
VERTICAL
VIDEO

12. VR FOR EMPATHY
STANFORD DEVELOPED VR
AVATAR TO EMPATHISE WITH
COWS DESTINED FOR
SLAUGHTERHOUSE
VIRTUAL
REALITY
Image: www.telegraph.co.uk

14. CREATIVE A.I.
MCCANN JAPAN APPOINTS
FIRST AI CD LEARNING FROM
HISTORIC & REAL TIME
CAMPAIGN RESULTS
ARTIFICIAL
INTELLIGENCE
Image: thedrum.com

15. HEALTH TRACKING
NOKIA BUYS DIGITAL HEALTH
COMPANY WITHINGS
INTERNET OF
THINGS
Image: www.withings.com

16. CROWDFUNDING
NORDEA BANK TO LAUNCH
OWN CROWDFUNDING
PLATFORM
CROWD
SOURCING
Image: nordea.com

17. ROBOT EMPATHY
PEOPLE ONLINE FELT HURT
WHEN BOSTON DYNAMICS
KICKED THEIR ROBOT DOG
‘SPOT’
ROBOTS
Image: www.extremetech.com/

19. 19
ELDERLY MODELS
1OO YEAR OLD VOGUE
FEATURES 100 YEAR OLD
BRITISH MODEL
AGELESS SOCIETY
Image: vogue.com

20. TRANSGENDER
MODELS
CAITLYN JENNER
IS THE NEW FACE OF H&M
SPORT
GENDER FLUIDITY
x
AGELESS SOCIETY
Image: www.balleralert.com

21. 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

22. BUSINESS
OPPORTUNITIES
FINNISH STARTUP MONI
PROVIDES EASY ACCESS TO
MONTHLY GOVERNMENT
ALLOWANCE THROUGH
PREPAID MASTERCARDS
XENOPHOBIA VS
WELCOME
REFUGEES
Image: moni.com

24. ARTIFICIAL MEAT
FINNISH START-UP GOLD &
GREEN LAUNCHES PULLED
OATS
GO MEATLESS
Image: www.goldandgreenfoods.com

25. UNUSED FOOD
RESTAURANTS
HELSINKI RESTAURANT
COOKING WITH WASTE FOOD
ONLY - WILL OPEN SPRING
2017
NO MORE
WASTE
Image: Instock.nl

26. DECLUTTERING
MARIE KONDO’S
BESTSELLER GETS
TRANSLATED INTO FINNISH
WASTE
POSITIVE
Image: http://www.japanculture-nyc.com/wp-content/uploads/2016/02/Marie-Kondo-Kinokuniya-2016.png

27. CLEANWEB
MEETUPS ARE HAPPENING
ACROSS THE GLOBE
ADDRESSING RESOURCE
AND SUSTAINABILITY
CHALLENGES UTILISING
THE WEB
CLEANTECH
Image: http://www.cleanweb.org.uk/

28. 28

29. • Marketing Automation
• Website Optimisation
(Attribution, Surveys, Heat
map, User Recordings)
• Tag Manager
INSIGHT
MINING
DIGITAL
MARKETING
AUDIENCE
PLANNING
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

30. Sources
o 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!