Havas_SE_2013_Trends

@HAVAS_SE #TRENDS
#2012OVERVIEW #2013PREDICTIONS

FOREWORD
Creativity is
at the heart of everything we do.
In order to continually inspire and challenge
our own teams around the world, we appointed a global
crew of trend hunters to uncover and report back on the best
campaigns out there. The result of this work is a dedicated blog and a
monthly publication showcasing our 13 favorite case studies.

At the end of each year, we will have experienced and shared a lot of great
work, so when December rolls round, we take a moment to reflect and select the most
memorable, innovative and successful campaigns. This, combined with our
expertise, allows us to map out a pretty clear picture of the year ahead of us, and the
hottest trends to keep an eye on.

So sit back and peruse this year’s overview, along with our 2013 predictions.
Challenge us, question our logic, congratulate us, share the content
with your friends. Whatever you do, enjoy it!

Havas Sports & Entertainment Group

© Havas Sport & Entertainment
2

OUR pREDICTIONS FOR 2013

3

Micro-Communities ‘‘
‘‘ Small is the next big thing
2012 saw the continued growth of the world’s largest social network Facebook reach more than 1 billion
active members. The average number of Facebook friends has similarly grown from 120 in 2010 to 386 in
November 2012.
But how many of these 386 virtual friends do you want to share your whole life with? There is a growing
trend that shows that people want to be more selective with who and what they share. This in turn has
seen the development, growth and success of micro-communities to offset the macro-communities.
Path is a social network and messaging service for mobile devices that limits each user’s social network to
150 «friends» in order to encourage users to select only high-quality connections. The actual number of
friends people have on Path is often no more than 15 and the service aims to be a place where users can
share only with their closest friends and family.
While users will continue to broadcast themselves and their opinions to their entire database of friends
(such as on Facebook), more specific and selective content and activities will only be shared amongst a
smaller sub set of contacts.

Small will be the next big thing.

4

Geolocation
‘‘ Tell me where you are and I’ll tell you what ‘‘
you share with your neighbor
Brands are encouraging and enabling consumers to meet up face to face and playing a “facilitator” role in
the creation of communities based around shared passions, interests and, of course, location. Every week
in Paris at the Nike Store consumers meet and take to the streets running.
Since the rise of Foursquare we have learned that by geolocating ourselves we can gain priceless suggestions
and discounts. We are now seeing an increasing number of thematic mobile apps that are based on people’s
passions and interests by leveraging geolocation to combine virtual and real life.
Applications like MapMyRun allows you to know if there is someone running near you (and even their
level of performance if they enable “share” it) so that you can decide to join them for the run. Submate
is a mobile application to meet and connect with people with whom you travel each day on the subway.
Applications like Grubwithus or Gnammo allow you to attend/organize meals at restaurants or at home,
gathering people that are in the same city and share a passion for the same type of food.
Perks and discounts are great ways to attract prospects and engage with clients but geolocation now gives
brands the opportunity to embody the word social at its full, allowing people to meet and share common
passions.

5

Barter Marketing ‘‘
‘‘ Being creative in times of crisis
Bartering sounds like a very ancient business model but according to the International Reciprocal Trade
Association the US barter market is worth a staggering $12 billion annually. The economic crisis certainly
influenced this historical business model and “Barter Weeks” are now an established event worldwide.
Demonstrating the fact that advertising and marketing approaches often reflect the larger economy, many
brands took inspiration from the Barter Economy trend to push branded content campaigns based on the
same principle: barter branded products for services and experiences, with very positive results for the
brands’ equity through the resulting word of mouth.
The Great American Bacon Barter by Oscar Mayer’s (Kraft Foods), featured the comedian Josh Sankey on
a two-week cross-country trip with no cash or credit cards, just a trailer packed with 3,000 pounds of the
brand’s Butcher Thick Cut Bacon that he had to barter for food, lodging and entertainment along the way.
Heineken Passport Campaign saw a man sent by the brand to Inner Mongolia and challenged to make the
5187km journey back home, with no money, just Heineken bottles to be bartered.
Bartering will continue to grow as a business model for small companies and individuals and as the core
idea of original branded content campaigns where products will be used as alternative currency. That said,
currency brands will still look to barter for consumers’ social media influence. This will result in an increasing
number of campaigns similar to the evolution of the Kellogg’s Special K Tweet Shop idea.

6

Smarter targeting ‘‘
‘‘ Bigger data for smaller insights
Social media is shifting consumers’ behavior towards an ever more permissive model of sharing and
privacy.Every day we give out personal information in exchange for something we are interested in: simple
information, content, purchases, perks, applications... The end result are true-to-life online portraits that
give companies an unprecedented opportunity to understand prospective buyers with a greater degree of
accuracy, and genuinely measure the impact of their social media efforts.
In the coming years, winning brands will be those that will be able to analyze all this data to identify
very specific insights and combine them with relevant critical masses, in order to build tailored virtual
communities, improve customer care, create innovative social commerce programs and ultimately succeed
in delivering more relevant, time- sensitive and meaningful messages.
Political campaigns and publishers are already making great use of Big Data. Brands are starting to use it
to develop successful campaigns aimed at reaching “new targets” through a very specific insight. A good
example is The House-Hunter Testdrive by Nissan Dubai. The brand teamed up with the most popular local
house-hunting site targetting new expats through an application that analyzes the home, budget, neigh-
borhood and family size search data, matching them with the right Nissan model for their lifestyle. Home
hunters were exposed to ads for that specific model and even had the chance to be picked up by the car for
a test drive on the way to their new home!
The notion of privacy is evolving. Brands are learning how to analyze Big Data and make smart use of the
results. This represents a great opportunity for marketers and customers to learn how to better market
their social profiles: who you are will determine not just what messages you see, but also what price you
pay for things, compared to others with a different profile or reputation.

7

Entrepreneurial consumers ‘‘
‘‘ Being the first is no longer soon enough
Over the years, brands have tried to connect with their audiences by providing them exclusive and priority
access to new products, services or events. But consumers have evolved and are becoming involved with
brands and stakeholders in a more active way and at much earlier stages of the process.
After the rise of co-creation and crowdsourcing, the year ahead of us will see consumers contribute to the
development, funding, execution and promotion of products and services either led by a personality or by
a brand. Gartner, renown research and advisory firm, expects funds raised by crowdfunding platforms to
reach $6.2 billion in 2013 - these platforms will be the main facilitator for consumers to engage in a new
type of relationship. The perceived reward for them will be either monetary or emotional: being at the
origin of a successful entrepreneurial project provides status and a great sense of belonging as well as great
stories to tell.
Kickstarter, one of the best known crowdfunding platforms in the market, has launched over 79,012 creative
projects and raised over $426 million since its inception. In 2012, 24,883 fans of indie-artist Amanda Palmer
raised $1,192,793 in 30 days to fund her new album and promotional tour. Amanda Palmer became the first
musician to raise more than $1 million on Kickstarter.
For young entrepreneurs, success stories will help create momentum and attract potential investment
from traditional channels. For brands, opportunities lie in facilitating the connection between fans and
creative project owners as well as creating opportunities for fans to bring their own projects to life. In both
cases, brands will have the chance to get closer to early adopters who will spread the word and help recruit
prospective loyal customers.

8

The future of TV:
Who said dinosaurs were extinct?
New technology has transformed the global media environment from one organized
around passive media consumption to a far more complex environment – mobile,
multitasking, on-demand – where consumers have more control over where, when
and how they interact with media. As audiences continue to shift from TV and print to
the Internet, many have questioned the future of television and consequently that of
advertising.
With an expected 212 million TVs connected to the Internet at the end of 2012, Smart TV
developments continue to dominate the news - their progress will shape new consumers’
video consumption habits.
At the same time, we witness the rise of second screen. Forrester forecasts that by 2016
there will be 1 billion Smart phone and tablet users with Google, Apple and Microsoft
powering 90% of these hand held devices. Smartphone penetration is between 40 and
50% in the western world.

9

‘‘
‘‘ The future of TV brings producers closer to consumers
2013 will be a tipping point for right holders who will finally embrace connected TV to create their own web
based channels, apps and games. They will use connected TV as a platform to enhance interest, engage a
broader audience and reach new territories. Since consumers can access all forms of nonlinear web content,
connected TV will enable right holders to reach out directly to consumers - cutting TV broadcasters and
distribution out. This will pave the way for new business models, increase competition and innovation.
In 2012, Google (YouTube) approached all major sports and entertainment right holders to offer them a new
monetization model. Proprietary channels will now receive a share of the advertising revenues generated
around their content. The IOC and Google have implemented this new model at a major scale distributing
the London Olympic Games in 64 countries through 11 themed YouTube channels.
The evolution of connected TV will also impact sponsor brands who will have to incorporate this new
channel into the equation: from protecting their exclusive rights to leveraging their association with the
sponsored content.
In times of phenomenal multi-screen usage and ATAWAD* viewing, many have questioned the future of
television, but after all, it seems that connected TV will still have a central role to play in the coming years,
in particular in the content distribution landscape.
The future of TV will go beyond TV broadcasters.

* Any Time, Anywhere, Any Device

10

‘‘
‘‘ The future of TV is about complementary screens
Almost without fail, if you’re at a sports or music event, you’ll find yourself sitting next to someone tapping
into their phone, replying to messages, tweeting, updating their Facebook status, searching for information…
But while these activities continue to dominate mobile usage, a trend is emerging for more interactive and
richer experiences. The pocket entertainment device isn’t just, “lean forward and tap”, it’s “lean back and
watch”, like traditional TV.
Twelve million pieces of the BBC’s Olympics footage were watched on mobile devices. Three million tablets
accessed the BBC’s mobile site. YouTube delivered more than 230 million video streams of Olympic coverage,
with 37% of these views in North America taking place on a mobile device. More and more content is
being viewed on a mobile device and mobile specific formats content is increasingly a prerequisite for any
televised event.
Laptops, Smartphones and tablets are having an impact on the traditional personal computer market, but
surprisingly there is little evidence that they are affecting the viewership or audience numbers of sports and
entertainment on traditional TV channels. In fact the opposite is true with Smart phones positionedas the
second screen to complement the main screen action.
Traditional TV coverage and interactive mobile experience can complement a sport or entertainment event.
It’s not the case of mobile vs TV, rather it’s a case of mobile + TV as long as the format and content on a
mobile device is specifically shot and optimized for this small screen experience.

11

‘‘
‘‘ The future of TV is also social
Connected TVs will allow for greater targeting through addressable advertising but overall are likely to
become the primary screen for viewing content, whether on-demand video or content shared between
devices or locations. Brands will use connected TV as a platform to create interest, extend the experience
and inspire engagement across multiple screens.
In 2012 we have seen global brands open the way: in Latin America, Coca-Cola launched the Coca-Cola
TV project with entertainment including a live streaming of Paul McCartney’s concert, which encouraged
the audience to join the conversation via social media platforms. The soft drinks brand has also signed a
partnership with LG to offer exclusive access to Coke FM directly from LG’s Smart TVs.
Connected TV will also boost transaction opportunities, either directly on the TV screen or via a combined
action on second screen. Ikea recently launched a new line of TVs which features an integrated e-commerce
platform allowing users to shop Ikea products in the comfort of their own homes.
Connected devices creates the opportunity for TV to take on some of the capabilities of our computers,
tablets or Smartphones. Even if consumers continue to use their large screens mainly to watch content,
consumption habits will be transformed.

The future of TV will be connected and social.

12

REVIEWING OUR 2012 PREDICTIONS
Beyond Fans & Likes:
Early 2012 a study found
that less than 1% of “fans”
of a brand’s page on
Facebook interact with it
once they have “liked” it.
In the most recent State of Social Media Million Dollar Bloggers:
Marketing Survey, Awareness Networks Brands recognize the power of
revealed that more experienced companies an influencer’s tweet: New York
are applying new technologies to identify and Magazine revealed in January
Embracing social media landscape: that Kim Kardashian is paid
segment prospects and buyers, such as social
London 2012 was a great example of $10,000 a tweet while Snoop Dog
CRM and social marketing automation to drive
how federations, brands and athletes makes about $8,000 per tweet.
business value.
are embracing social media with more
confidence. But it doesn’t apply to celebrities
Social media really brought athletes closer to only. Web entrepreneur, Jeremy
us, fans. Like Kobe Bryant posting a picture Schoemaker runs a website about
The Social
just after the US basketball team win against making money online, he rakes in
Olympics 2012:
Argentina. Exclusive & priceless! about $20,000 a month!
These were no
doubt the first and
most social Olympics ever! The 2012 Olympics Fan sourced music: This year, Boston-based indie
triggered a total of 102 billion shares on musician Amanda Palmer launched an 100% fan-funded
Facebook, 5 billion tweets and 100 000 photos recording. She asked her army of followers to help pay for
shared on Instagram. its production, distribution and promotional world tour. She
raised $1.2 million.

13

Sport & Technology: The best example is
no doubt Felix Baumgartner’s Red Bull Stratos
Sports Broadcasting:
Mission which enlisted the most advanced
FIFA sold the 2014 World Cup
engineering and technology of our time.
media rights across 4 media
Felix was wearing 5 GoPro Cameras that
platforms (internet, radio, TV,
captured his POV during the supersonic fall
mobile) among 189 territories.
in high-resolution and allowed fans to “live”
90 territories have bought the experience afterwards. The event marked a milestone in online videos’
mobile rights against 10 continuing evolution with 8 million live streams.
territories for the 2010 FIFA
World Cup.
BEAUTIFYING Digital Amnesty Day: 2012 has
data & not seen the official Digital Amnesty
storytelling: Day but similar initiatives have
PR in marketing Infographics are indeed taken place. This year, “Earth
mix: Following a major not new! We are Hour” celebrated its largest event to
restructure earlier this year, actually seeing the date with more than 6,950 cities and
PR P&G’s $9.3bn marketing death of the novelty of infographics towns in 152 countries and territories
budget now includes but not a decline in their value. In the switching off their lights to raise
the FMCG giant’s public past two years, infographics search awareness for
relations activities. P&G’s volume has increased 800% global climate
CMO Marc Pritchard says one of the most effective What does the future hold for change.
parts of the Olympic campaign was the PR program infographics? Interactivity!
which brought to life the story behind “Thank you,
mom”.
14

Agile content: Olympic sponsor “ PR Accountability:
LIVE
AT&T launched an almost “real-time Companies have been
looking for even more
PR
advert featuring actual footage of
American swimmer Rebecca Soni advanced and accurate
winning gold in the 200 meter algorithms to monitor
breaststroke. This aired on NBC PR campaigns’ success
straight after the broadcaster had online.A USC Annenberg study revealed that
shown that very race. Making use of the five-hour time delay between measurement is now getting 9% of corporate PR
London and New York, AT&T pre-produced the majority of the advert budget. This rise speaks to the improved ability to
and incorporated the real footage following Soni winning the race at measure web content via social media monitoring
9pm in London for it to be aired at 9.30pm in the United States. tools, but also indicates a more strategic view and
use of public relations.

Pop-up events: Pop up
marketing takes the event to the
Personalized content: attendees and works brilliantly for
This year, Twitter launched its first major creating exposure, engagement
update of the Discover Tab. The new and and buzz. Pop-ups are easier to
improved feature now surfaces more produce and budget friendlier. It’s not a new
personalized content and provides an trend but in 2012, pop ups are taking the live
enhanced experience to the individual user. experience to new heights
One of the first brand new Discover pages Badoit surprised French commuters with an
is dedicated to fans of the English Premier unusual gastronomic treat: one train, 400
League.
“
“patrons , one Michelin-starred chef, 90 waiters
and 135l of Badoit.

15

Live events get greener:
Global Reporting Initiative published new
guidelines for greener events in early 2012
which enables event organizers to report their
sustainability performance in a comparable
way. The London 2012 Games opened the way
through a strong commitment to sustainability.
Online influence monitoring: Social media
Allianz Riviera was made of 7 500 m² of solar pannels and wood instead of
has brought about a more subtle and cost effective
pure steel.
form of Influencer Marketing but identifying key
Coca-Cola Enterprises recycled 10.5m bottles during the event, receiving
influencers online can be rather difficult.
ISO 20121 and 14001 certifications.
Klout, PeerIndex and Kred are the most well known
measures of online influence but 2012 has seen
some newcomers such as Awedience, an application Location Based Entertainment:
that combines the data from three key influencer According to Facebook’s Most Social
services with Twitter search, location and time Landmarks around the World, 7 of the N°1
parameters. ranked landmarks across the top 25 most social
cities were stadiums or arenas! This is a great
Not to forget that the key to Influencer Marketing opportunity for brands and some have already
is in the engagement. In 2012, PeerIndex launched taken action in 2012, including the IOC!
its reward scheme for social influencers: PeerIndex’s The IOC partnered with Foursquare and launched a promotional badge for
Perks Program. fans check-ins in affiliated venues around the world. Check-ins were also
rewarded with tickets for the Olympic Games.

16

campaigns we really liked in 2012

17

The sound of Amnesty or how to raise awareness using music…

What’s the story Why we it
- Every year Amnesty International holds a signature- - It’s the first time a service failure is used to benefit two different stakeholders : AI
gathering marathon. This year they chose to put in a and Shazam
little extra effort, and turned the signatures into music - Humanitarian marketing 2.0: Amnesty International keeps on reaching out into new
media and technology
“A Shazam driven petition”
- Amnesty International launched a campaign to
gather as many signatures as possible in one week to
put pressure on authorities who flout human rights
- They launched a project site in which every
signature unlocked the next note in an exclusively
written song called the Sound Of Amnesty.
- Shazam, the music identification service, was
brought on board to amplify the project: whenever
users stumbled upon a song that wasn’t recognized, an
additional message was shown next to the traditional
error message: ”Valentina Rosendo Cantu could not
make herself heard either. Assaulted by soldiers,
she asked for justice but the authorities refused to
investigate.”
- After this message, the Shazam-user was asked to
break the silence by signing a petition
- The result of the campaign was the completion of
an exclusive song written by famous French-Israeli
singer songwriter, Yael Naim, which was recorded on a
CD and sent to the responsible authorities Image Credit Screenshot from Melty

Success
- The petition gathered 150,000 signatures in one Watch the video:
WHO: La Chose Paris
week www.meltybuzz.fr/the-sound-of-amnesty-l-operation-choc-sur-actu92618.html

- A 500% increase compared to last year’s results
WHERE: France
WHEN: January 2012
18

FEEL GOOD or how to use Facebook to create an
uplifting experience…

- During the cold winter months, Kleenex - Great use of social media to deliver a personalized message with a human
decided to give consumers an uplifting surprise, touch
delivered directly to their homes - It’s great to see brands step in and play the hero!

“Got the FLu? Get excited!”
flu?
FL
- Kleenex monitored Facebook statuses to find
people with varying degrees of that annoying
winter syndrome, the common cold
- Finding addresses through their friends,
Kleenex prepared and sent out 50 “Kleenex Kits”
to bed-ridden consumers with personal messages
wishing them to get well soon
- The campaign allowed Kleenex to promote its
newest collection of tissues

Success
- Everyone who received the package posted a
photo on their Facebook wall
- 650,000 total impressions
- 1,800 interactions

Image Credit Screenshot from Youtube

WHO: Smoyz Watch the video:
WHERE: Israel http://bit.ly/tvsMzz
WHEN: January 2012
19

Wash your bill or how to trade a meal for a product trial

- Leader in the home cleaning products market in - An experience that focused on a shared value proposition giving diners an
Brazil, Scotch-Brite wanted to reach young active enjoyable and story-worthy experience.
adults, one of the hardest-to-reach audiences for - The brand played cleverly with the cliché: “If you can’t pay your dinner
brands bill, you will end up in the kitchen washing dishes”
- The brand decided to break away from traditional
POS product trials and create an innovative campaign
leveraging locations where younger audiences already
hang out

“Become a dish washer”
- 3M Scotch-Brite partnered with several popular
restaurants in São Paulo, Brazil’s biggest and busiest
city, to launch the campaign ‘Wash your Bill’
- Brand ambassadors surprised customers at the end
of their dinner with a Scotch-Brite sponge that read
“Don’t want to pay the bill? Go wash the dishes”
- The invitation surprised the audience and the most
courageous accepted the challenge.
- Participants were escorted to the kitchen where
they were given hairnets and could wash their dishes
in a branded Scotch-Brite station. In return, Scotch-
Brite foot the bill!
Success
- With just a small investment, Scotch-Brite was able
to introduce their sponges to a new demographic WHO: Grey 141 Watch the video:
- The campaign was picked up by several media WHERE: Brazil http://www.youtube.com/watch?v=F7esRCgjO30
outlets and industry bloggers WHEN: March 2012
20

Spend a night at the stadium or how to approach the traditional corporate
box in a new way…

- It all started with the official announcement that - A smart use of existing assets for a new and creative platform for
The Coca-Cola Company was closing its corporate consumer engagement
box at Lisbon’s Benfica Stadium and... transforming - The happy winners lived the match experience beyond the kick-off and
it into a dormitory for the football team’s fans! the final whistle and shared it online, creating buzz and driving participation

“Stadium sleepover”
- Coca-Cola converted its corporate box into a
fully-equipped dormitory with eight bunk beds to
give fans the ultimate experience – a sleepover at
the stadium before a match along with a full set of
hospitality activities
- Fans could apply a week before the game they
wanted to attend by sending a statement to Mr
Jorge Jesus (Benfica’s coach), describing why they
deserved this unique experience
- Applications could be made through Facebook
and Coca-Cola Portugal’s website
- The lucky winner was offered a 24-hour stay,
accompanied by seven friends, in the heart of
the Benfica stadium and a VIP football-viewing
experience

Success Image Credit Screenshot from Youtube
- More than 1,000 fans applications in the first
week of the campaign ‘
WHO: O Escritorio Watch the video:
WHERE: Portugal http://youtu.be/_oQxEMW3OjA
WHEN: April 2012
21

Push to add drama or how to reach viral nirvana…

- For the launch of their newest channel, TNT, - How they managed to have the target audience experience the channel’s personality
Telenet wanted to show that viewers enjoy a lot of drama through a real-life stunt
- Great use of humor to make a brand message effective

“Wait, what?”
- In one of Belgium’s most boring towns called city
sqaure, Aarschot, a button was installed in city square
where nothing really happens, featuring a big arrow
which read: “push to add drama”
- Passers-by could push the button to unlock a
series of dramatic events that would amaze the
crowd (a must see!) - a cyclist gets into a fight with
an ambulance officer, gangsters battle it out with the
police, a half naked woman rides by on a motorcycle,
and more…
- After all of this drama, a banner comes down on a
nearby building that states: “Your daily dose of drama,
from 10/04 on Telenet – TNT, we know drama”

Success
- The video went viral and hit almost 30,000,000
views in only 2 weeks!


WHO: Duval & Guillaume Watch the video:
WHERE: Belgium http://www.youtube.com/watch?v=316AzLYfAzw
WHEN: April 2012
22

Hire Robert PirEs or how to use a sports icon to engage
with grassroots players

- To engage fans around its partnership with the - A smart use of a brand ambassador to help build a fan community using both online and
French Football Federation, the French betting agency offline engagement
PMU ran a competition for amateur clubs to recruit - The personal engagement of the ambassador that fully committed to the cause
football star Robert Pirès for an unforgettable training - Great action by a brand to support local sports clubs
session

“Hire Robert PirEs for one day!”
- With over 1000 clubs participating in their Club
House program, PMU wanted to be known as a true
partner for amateur clubs to help develop their skills
- To reach amateur clubs members and their fans,
PMU released four videos inviting clubs to compete for
a chance to recruit Robert Pirès by demonstrating their
knowledge of the football icon online
- The 100 clubs who gathered the highest number of
correct answers were asked to invite their friends to
vote for them in 100 PMU points of sale
- The winning team got a day of training with the
champion in preparation for a match against famous
sports bloggers and journalists

Success
- Over 200 amateur clubs participated
- More than 17,000 unique contacts created over
the life of the campaign
WHO: Havas Sports & Entertainment Watch the video:
WHERE: France http://www.youtube.com/watch?v=uIi8itcm0tQ&feature=youtu.be

WHEN: April 2012
23

Ready to run? or how to give your audience a good
reason to run.…

- Young French people don’t always like running so - Adidas managed to make young people look forward to a very special run instead of just
adidas wanted to give them a reason to run. The cam- telling them that running was good for their health
paign “Ready to Run” turned teens into the stars of - But hey, anyone would run as fast as possible having Teddy Riner shouting in your ear,
their very own Mission Impossible-esque adventure. right?

“Run…. Faster!”
- Anyone in France who tried on the adidas Climacool
running shoe was subject to being tasked with a
special mission
- Once the young person accepted the mission, he/
she was given a pair of Climacool sneakers, thrown
into a van and given earphones to receive instructions
by none other than Teddy Riner, world champion &
Olympic gold medalist in judo
- The tasks included anything and everything from
delivering pizzas to a man in a helicopter, sneaking into
hotels, to skydiving. Participants had one hour to run
across the city and accomplish the task
- If the mission was completed successfully, the
participant was rewarded by getting to meet adidas
celebrities such as the French rapper Soprano and his
friends

Success
- The first challenge took place in Marseille and then
spread to Paris and Lyon Image Credit Screenshot from vimeo
- Adidas saw a 500% increase in the number of
Climacool shoes tried on during the month of the
campaign WHO: SID LEE PARIS Watch the video:
WHERE: France http://vimeo.com/44039499#
WHEN: April 2012
24

Prison Delivery or how to create buzz around
a TV-series launch…

- To promote the premiere of Spain’s most - La Sexta promoted the service as any other food delivery, with posters,
anticipated TV-series “Alcatraz”, Spanish TV channel junk mail and fridge magnets but created an experience integrating the
La Sexta wanted people to have a prison-like spirit of the show
experience, without leaving home - We also liked the fact that they brought the show to life in the fans’ own
homes
“What the f*ck do you want?”
- Alcatraz Delivery was created, delivering typical
food people eat in prisons
- Orders could be placed by phone or on the web
and were delivered by prisoners escorted by a
policeman
- In addition to a tray of disgusting prison food,
dossiers of information were given out about the
series and its premier on La Sexta
- The country’s most important television bloggers
and journalists received free deliveries and a
delivery was made live on one of the most popular
television shows in Spain
- A customer support line was created, manned by
the prisoners themselves, in case anyone dared to
complain about the food quality or the service

- More than 1,500 orders were delivered during
the first 2 weeks, generating buzz about the show
- Alcatraz was the most watched première of the WHO: Leo Burnett Watch the video:
season, with 4.8m viewers WHERE: Spain http://www.youtube.com/watch?v=46H4VNgJkF0
WHEN: April 2012
25

Champions League fInals or how to get the city all in for the
Champions League…

- Adidas takes the idea of data visualization and - Nice example of how a brand can effectively and creatively activate a major partnership
video projection mapping to a new level for the UEFA beyond onsite visibility, playing with fans’ attachment to their favorite team’s colours
Champions League finals

“Red or blue sprinkles?”
- In the days leading up to the Champions League
final game, fans in Munich (and globally via avatars)
were given a chance to pick their favorite team for
the final match through different touch points in and
around the city
- During the three nights leading up to the Saturday
match, 3D animations were projected on a building in
the city center to show the standings and get people
excited for the game
- The project involved computer graphic creation,
app development, live-website streaming, video
projection mapping, a few dashes of creativity, and a
few million football fans
- All around the city, fans were given opportunities
to show their true colours, from pressing a button on
a store window, to choosing the colour of their ice
cream sprinkles... the possibilities were endless

Success Image Credit Screenshot from vimeo
- The campaign succeeded in engaging with the
whole city: over 50,000 fan interactions per team were
reached
WHO: Heimat (Berlin) Watch the video:
WHERE: Germany http://player.vimeo.com/video/43242165?title=0&byline=0&portrait=0&autoplay=1&player_id=vimeoplayer&api=1

WHEN: May 2012
26

Air Sports how an athlete’s sense of humor
can inspire fans

- Eurostar wanted to increase awareness of its - Eurostar found a clever way to leverage its Olympic partnership by inspiring fans to have
London 2012 sponsorship in France and Belgium and fun & become branded content producers
spread its message of “opening the way” to the Games
through a fun, engaging digital campaign

“Live the love of the games...try Air Sports!”
- Knowing that sports fans love to reproduce the
iconic gestures of star athletes, Havas Sports &
Entertainment launched a special competition where
fans could post videos of themselves miming their
favorite Olympic sports
- The competition ran on a special app on Eurostar’s
Facebook page to get fans inspired, we created
various teasers starring French & Belgian Olympic
athletes demonstrating how ‘Air Sports’ are done,
for example, French basketball star Tony Parker tries
out Air Weightlifting while French handballer Jackson
Richardson demonstrates his Air Fencing skills
- A jury which included the participating Olympic
athletes chose the eight winning videos whose
creators got a well-deserved trip to London to see the
Olympics live

Success
- During the one-month campaign, 60+ videos were
uploaded on Facebook
- 180,000 people visited the app and more than
140,000 people watched the videos
- Eurostar’s Facebook page had a +31% increase in http://www.youtube.com/watch?v=VrUBphd0eM0&feature=youtu.be
WHERE:France/Belgium
fans
WHEN: May 2012
27

My Time Is Now or how to be associated to a major sport
event using individual assets…

- In anticipation of the UEFA Euro 2012, Nike launched an - A groundbreaking and well-executed interactive experience that
innovative and interactive ad that featured its primary assets allows consumers to direct the film as they wish
and celebrated a new generation of motivated players - By featuring many elite players ready to battle it out in the 2012
Euro Cup , Nike once again succeeded in creating a strong association
“Can you FInd the hidden features?” with an event that it was not officially sponsoring
- The “My Time Is Now” interactive film starts off with a
match between France and The Netherlands. Big football
stars like Franck Ribéry, Neymar, and Cristiano Ronaldo make
appearances.
- Suddenly the game is interrupted by a herd of young
players selected from Nike’s scouting mission: The Chance.
- The film challenges viewers to find secret content through
different interactions and experiences, thus testing the
viewers’ curiosity, their knowledge of football, and their
hunger to succeed - the defining qualities of a modern player
- Watching the video proves to be challenging and
rewarding while arming young footballers with information
to help them become better players
- A tip without giving too much away, look out for the
secret Sonic game!

Success
- The official video reached 14M views on YouTube in 10 Image Credit Screenshot from Youtube
days!
- It was the most shared film on the social web in its first WHO: Wieden+Kennedy Watch the case study:
week with 585,286 shares WHERE: Global http://www.youtube.com/watch?v=AIOOrHyOHG0
- The video was broadcasted during the Champions League WHEN: May 2012
final, which is watched by over 300M people worldwide
28

The Liberation or how to get teen girls to check out
your catalogue…

- For the launch of the Only Jeans 2012 collection, - The traditional catalogue was transformed into a virtual experience where consumers
Only Jeans wanted to create a whole new way for can explore different content while interacting with the brand and making immediate
teenage girls to interact with the brand purchases

“Only because we can”
- “The Liberation” was created: an online interactive
film experience that is at the same time a fashion
catalogue, movie, game, music video and the world’s
first on-demand video retail environment
- The entire experience was built around a story of
rebellion. Three girls come to a sleepy town looking for
trouble
- As you watch the film, you can interact with it
by clicking on the video to take a closer look at the
clothes in the embedded catalogue, downloading the
soundtrack, pinning images, tweeting content and, of
course, buying the clothes

Success
- The campaign was on the front page of many
fashion blogs across Europe
- Over 280,000 unique visits in 2 weeks
- 442% increase in interaction with Only.com Image Credit Screenshot from Youtube

WHO: UncleGrey Watch the case study video:
WHERE: Denmark http://www.youtube.com/watch?v=kCr7ZP7KC0Q
WHEN: May 2012
29

Recipe receipt or how to teach new ways of
using a product…

- Most people still think that mayonnaise is only - Hellmann’s is talking to its target consumers at the moment of purchase, transforming
used as a condiment for sandwiches. Even though their daily meals and putting the product at the center of this exchange through an
Hellmann’s has been teaching new uses to consumers, original media channel: the till receipt
they seemed to forget at the point of sale.

“If there’s Hellmann’s in your cart, there’s a surprise
in your receipt”
- Teaming up with supermarket chain St Marche,
Hellmann’s installed software in 100 cash registers
which recognized when consumers bought the brand’s
mayonnaise
- The software created recipes with other items in
the client’s shopping cart which were printed directly
onto receipt, providing consumers with suggestions
for original meals that involved new ways to use the
product

Success
- In the first month alone, sales increased by 44%
- Thousands of recipes were printed, teaching people
how to use Hellmann’s to prepare salads, meats,
sauces, pastas and even sandwiches

WHO: Ogilvy Watch the video:
WHERE: Brazil http://www.youtube.com/watch?v=h3aCVrcnFOQ
WHEN: May 2012
30

The Hijack App or how to literally steal customers
from your competitors…

- Meat Pack, the trendiest shoe retail store in - Efficient and fun campaign that managed to use geolocalization to beat the competition
Guatemala, has become an icon within the and raise sales while engaging consumers in a fun competition
sneakerhead subculture
- The brand wanted to launch a new promotion that
lived up to their brand values, characterized by
innovation and always surprising their customers

“Run for your discount”
- The store’s Smartphone app used GPS tracking
technology to recognize when customers entered a
competitor shoe store
- As soon as this happened, customers received an
alert on their phones with a promotional message
that gave them the chance to earn a discount at Meat
Pack.
- The discount countdown started at 99% and
decreased by 1% every second that passed. The
countdown stopped when the customer reached the
nearest Meat Pack store.
- Once the discount was redeemed, the app
automatically posted the customer’s success on their
Facebook profiles , allowing the lucky winners to share
the promotion

- More than 600 customers were hijacked from
competitor stores
- All discounted items were sold WHO: Saatchi & Saatchi Watch the video:
- The campaign won Silver and Bronze Lions at the WHERE: Guatemala http://www.youtube.com/watch?v=yH8Br_f3p9E
Cannes Lions (Mobile)
WHEN: June 2012
31

The Little Guy Inside the ATM or how to turn a routine activity into a
consumer touch point…

- In Peru, 7 out of 10 children do not understand - Using a video instead of placing the little man inside an ATM Machine
what they read. To raise awareness about the shows the campaign aimed to reach a broader audience rather then being
issue of literacy, the BBVA Foundation created an just a standalone PR stunt.
experience to raise support for its ‘Reading is Being - BBVA took a routine activity and tourned it into a meaningful action to
Ahead’ program that touched consumers directly at help improve literacy
the bank’s ATMs

“Read My Face”
- When consumers went to retrieve money from
BBVA ATMs, they were in for a special surprise
- Visitors to the ATM saw incomprehensible
instructions appear on their screen, followed by the
view of a little man inside the ATM who delivered
the foundation’s message about its support for
children’s reading comprehension
- The little man inside the ATM then explained
how to make an immediate donation to the BBVA
Foundation’s literacy program

Success
- The video was installed in thousands of ATMs
around the country and reached 42,000 people each
week in a direct and interactive way, with no media
investment Image Credit Screenshot from Youtube
- The campaign won a Cannes Lion in 2012 for Best
Use of Media WHO: Volver d6 Watch the video:
WHERE: Peru http://bit.ly/LSMJ5I
WHEN: June 2012
32

Honesty shouldn’t go unrewarded or how to highlight product features in a
very personal way…

- National Australian Bank created a new credit card, - This campaign managed to associate honesty, a very important attribute for a financial
the “honest” and “transparent” card with no hidden institution, in a very funny and personal way
charges or fees

“Rewarding honesty”
- A pair of sunglasses are left on the ground in a
shopping mall. All the “good samaritan” shoppers who
stopped to return the sunglasses to the lost property
desk became the protagonists of a surprising series of
events
- “The good samaritans” were asked their names and
secretly photographed while returning the lost glasses.
The photos were then featured all over the mall –
on the mall’s ad displays, breaking news coverage,
newspaper headlines, and even on cakes – to the
great shock and surprise of the unsuspecting honest
shopper
- At the end, NAB representatives rush out to explain
this ‘Honesty Experiment’

Success
- Over 1m views on YouTube


WHO: National Australian Bank Watch the video:
WHERE: Australia http://www.youtube.com/watch?v=7rpG4IC5NFE&feature=relmfu

WHEN: June 2012
33

Up! Holland Up! or how to channel the energy of fan support…

- Volkswagen, partner of the Dutch Olympic Team, - A national tour, TV broadcasting and dedicated website to maximize awareness
wanted to show its support for the Dutch athletes - A clever way to take advantage of a 25 year partnership with the Dutch Olympic Team
traveling to London and give Orange fans a chance to
go to the Olympics

“The more you scream, the faster it goes”
- The brand created a sound/scream powered car
that accelerated with an increase in decibel level
so that every scream/cheer/noise powered the car
forward
- The brand then took the car around The
Netherlands to find the biggest Orange fans
- Groups could submit their application for the
competition through a dedicated website and the
selected teams competed by cheering/screaming as
loud as they could to increase the speed of the car
over a 100 m distance
- The loudest supporters moved the car the fastest
and won tickets to London 2012

Success
- 91,000 people liked the Up! Holland Up! Facebook
page
- Good amplification, several videos and strong
reaction from fans
WHO: Achtung!/B-Lex Watch the video:
WHERE: Netherlands http://www.youtube.com/watch?v=IErqiZrftJk&feature=relmfu
WHEN: July 2012

34

Para Ti or how to make a video clip co-directed by
fans in 12 hours…

- Snickers wanted to engage young Colombians and - We said that campaigns in 2012 would be made in days and not in months. We also
expand its digital reach. What better way than through predicted an increase in fan-sourced audio. This campaign illustrates perfectly that we
music? Havas Sports & Entertainment invited Snickers guessed correctly!
fans of hit pop-group Pasabordo to participate in the
production of a new music video for the launch of the
band’s second album.

“Produce your idol!”
- We reinvented the way a music video is created
by giving fans the decision-making power to select
the characters, the story, and other elements for
Pasabordo’s new single “Para Ti” (For You)
- The Pasabordo website as well as the band’s
Facebook page became the hub of the campaign
where fans could interact with content, make their
scene/character selections, and connect with other fans
- The making of the music video was livestreamed
for the whole 12-hour session without any cuts so fans
could follow the process they had a direct role in
- 16 Pasabordo fans were invited to the video shoot
where they could meet the band

Success
- 18,200 people participated in making the music
video by voting online and 5,500 followed the
livestream
- More than 50,000 people viewed the finished video
on YouTube in the first week
- 2.2m people reached virally on Facebook
WHERE: Colombia http://www.youtube.com/watch?v=DAY6iGK9LhM
- 1.5m interactions with the content on social media
WHEN: July 2012
35

Camp Victory or how a brand is digitalizing performance.…

- Nike erected a temporary translucent structure - The brand is bringing all of its high-tech product features to the everyday
during the US Olympic Running Trials in Oregon to consumer for their morning run
showcase the brand’s leading products and demons- - Nike succeeded in making each visitor experience what “Olympic fast” feels
trate the speed of Olympic runners like

“Run as fast as an Olympian”
- The interactive installations involved deep
sensory experiences, powerful visual design and
informative displays through LED displays and 3D
topographical maps
- The three main experiences involved: a treadmill
running competition where visitors could go head
to head, Nike+ HeatMap data visualizations of the
Oregon terrain, and a Speed Tunnel experience fea-
turing a 15ft LED wall depicting the fastest runs from
the trials
- Right after living the experience, visitors could
discover the brand’s new products in a high-tech
showroom

Success
- Unique design that took 8 months from concept
to installation
- The culmination of Nike’s new wave of digital
products
- A taste of the techno-athletic, not-so-distant
WHO: Skylab Architecture Watch the video:
future to come
WHERE: USA http://vimeo.com/45077052#
WHEN: August 2012
36

Pro streets or how to turn spontaneous urban creativity
into great content…

- To launch their new Pro Leather Vulcs, Converse - Converse turned urban video surveillance into a way to produce exclusive content and
decided to celebrate European urban talent and promote creativity and urban talent
creativity by providing individuals with a platform to
showcase what makes them and their area special

“Big Brother, have a look at that!”
- For the Pro Streets project, Converse placed special
CCTV cameras within pro street hubs in seven of the
most culturally diverse European cities - London,
Amsterdam, Berlin, Paris, Madrid, Milan and Naples
- The brand then invited urban talent to find these
spots and show off their skills - whether it be street
dance, mono cycle battles, skateboarding, graffiti…
- The cameras captured the content, which was then
uploaded onto a specific website and on YouTube.
- Participants were awarded points for their
contributions (five points for creating a video, one for
sharing on social media platforms…) with the winner
getting a pair of brand new shoes and a trip to Berlin
to explore one of the most creative cities in the world

Success
- As at the end of November 2012, Paris was way Image Credit Screenshot from Youtube
ahead, with Madrid & London following close behind
- There were over 46,000 views of “Pro Streets
Madrid” on YouTube within 30 days
- Over 49,000 likes for the campaign’s photo album WHO: 6 different agencies Watch the video:
on the Converse Facebook page WHERE: Europe http://bit.ly/P22Gd3
WHEN: September 2012
37

The Social Rush how to use your social inFLuence
for a TV show

- Orange’s low-cost mobile brand Sosh sought to - An interesting experiment blending TV and Social Media that has managed to raise
increase its social media presence as the brand’s main brand awareness quickly and position Sosh as young and cutting-edge
consumer target is young digital natives. Who better
than social networking superstars, those people who
have thousands of friends on their social networks, to
serve as the brand ambassadors and recruit Sosh fans?

“Are you really as influential offline as online?!”
- Partnering with French TV channel DirectStar, Sosh
cast 10 young digital influencers (bloggers, etc) in a
reality TV show competition that tested the true value
of each contestant’s social networks
- In every episode, influencers competed against
each other in different interactive and connected
challenges that relied on the support of their social
networks in a race against the clock
- The audience was invited to participate by voting for
the most-connected contestant on the Sosh website
and Facebook app

Success
- 1,425,000 people watched the TV show
- + 913% traffic on the DirectStar website during the
campaign
- 65,000 new Sosh fans on social network in two
weeks
WHO: Cake Paris Watch the video:
- The campaign was talked about in dozens of blogs
WHERE: France http://www.youtube.com/watch?v=kPZZqeZB9SY
and newspapers
38

The Tweet Shop or how to spend your social currency…

- To launch the new Special K cracker crisps, (the - Great example of a social payment system being brought to life where visitors pay for a
first Special K snack food), Kellogg’s opened a “Tweet product through the value of their social networks
Shop” in London’s Soho district where visitors could - A new way to get consumers to sample products and talk about them
buy the product with social currency

“Exchange tweets for snacks”
- The pop-up store on London’s Meard Street let
customers try the low calorie snack range and then
asked them to post a review on their Twitter account
with the hashtag #tweetshop
- Tweets were tracked and displayed in-store on a
large LCD screen. Once the visitor tweeted, they could
take the box of crisps home

Success
- The world’s first shop where customers can pay
with tweets
- The Tweet Shop was mentioned in more than
16% of conversations mentioning the Special K brand
during the week the shop opened and 77% of the
tweets were positive


WHO: Misschief PR Watch the video:
WHERE: United Kingdom http://bit.ly/PnssFv
39

The Passport or how to create great product-
empowered content

- How far can a man get on a bottle of beer? Heineken, the - An engaging branded content campaign that succeeded in bringing to
brand that opens your world, sent a man to Inner Mongolia life the tag line “Open your World” and in making the product central to
with a challenge to make his way back home to Bangkok the story.
without any money or map, just Heineken. - According to the Heineken Singapore marketing team, this campaign
helped position Heineken as a truly global brand in Asia
“ A Heineken-Powered Road Trip”
- Over a series of four episodes, the campaign invited
Heineken fans to follow Justin’s journey across Asia from
remote countryside to busy cities, all of which culminated in
a grand finale at the ‘Heineken Presents Sensation Bangkok
party’
- Fans were encouraged to sign up for their own virtual
passports on the Facebook site and were rewarded with miles
in return for carrying out interactive tasks such as watching
and sharing content and answering questions about Justin’s
encounters in each city.
- A daily Heineken adventure pack was awarded to the
‘passport holder’ with the most miles and at the end of the
journey, a user’s total accumulated miles was converted into
the chance to win great prizes in a final draw, which include
digital cameras and a party at Sensation Taiwan for the winner
and three friends

Success
- Justin made it! 5187km back home just on Heineken
- 250 passport registrations and 228,265 views on
YouTube in the first month of the campaign.
- By late november and with all episodes combined, the WHO: Iris Worldwide Watch the video:
WHERE: Singapore http://bit.ly/TV7ocM
number of views reached over 1m
40

Unlock the 007 in you or how to get consumers to complete
a spy mission in 70 seconds…

- In preparation for the launch of the latest Bond flick - A great solution to engage with Coke Zero consumers by tapping into the excitement
and in order to showcase the partnership between around movie’s release
Coca-Cola Zero and Skyfall 007, the brand challenged - Effective piece of viral marketing which makes us smile and gives us an opportunity
consumers to unlock their inner 007 and win exclusive to share the link, spreading the brand name further
tickets to see the release of the newest James Bond movie

“At last… sing the Bond tune to get exclusive tickets!”
- Commuters travelling through Antwerp Central station
in Belgium who tried to order a Coke Zero in a special
vending machine were offered the the chance to win
tickets to the special premier
- The machine sent them on a special challenge: collect
the tickets across the station in less then 70 seconds.
- As they raced to their destination, various obstacles
came up en-route such as oranges falling from a fruit
stand, an attractive girl trying to distract them, among
others
- When they reached their goal, the jubilant stars of
the video have to complete a final challenge and sing the
Bond tune before receiving their exclusive tickets

Success
- The vending-machine adventure racked up over 3.2m
views on YouTube and more than 29,000 likes, since
October 20th Image Credit Screenshot from Youtube
- Coke’s latest viral has strongly impacted the brand’s
Facebook community, which saw an increase of 400,000
new fans WHO: Duval Guillaume Modem Watch the video:
WHERE: Belgium http://bit.ly/TY9TIc
WHEN: October 2012
41

Ring My Bell or how to surprise consumers with a
personalized gift…

- Shoe brand Aldo wanted to promote its shoes with - Aldo found a great way to have women share their passion for shoes on instagram and
Israeli women in an innovative way by giving them get a great reward
something to walk home in.

“The Shoe Happy Hour”
- Aldo placed a sign with a bell and instructions in the
middle of a busy street in Tel Aviv.
- The sign asked passers-by to instagram their shoes,
add their shoe size and the hashtag #ALDO and ring
the bell when done
- When the bell was rung, a huge mobile shoe box
appeared with a free pair of Aldo shoes inside for each
participant

Success
- The bell rang 457 times
- Over 500 pictures were uploaded
- More than 800,000 interactions with the brand


WHO: Smoyz Watch the video:
WHERE: Israel http://www.youtube.com/watch?v=Y83wOHnoldg
WHEN: October 2012
42

The Badoit Express or how to make an impression on
busy commuters…

- For the annual French celebration of gastronomy - This was a well-choreographed and perfectly timed stunt that served up delicious
held in September, Badoit partnered with Michelin-star food and transformed a dull train-ride into a special occasion
chef Thierry Marx, Executive Chef at the Mandarin - Great way to tantalize taste-buds, bring people together and start conversations
Oriental, to bring gourmet cooking to a new location - Not bad for a 25 minutes activation!

“Eat with your FIngers!”
- Badoit turned the RER, a Paris-based suburban train
service, into Badoit Express: a ephemeral traveling
gourmet restaurant open to all and that lasted only
lasted the 25 minute journey time on the RER
- Weary-eyed commuters on the train out of Paris
were treated to a surprise three course meal courtesy of
the mineral water brand and executed by the renowned
chef
- As the train pulled into the first station, Marx
announced the mouth-watering menu over the
loudspeaker and a fleet of waiters stood ready to board
the train. They then transformed the carriages with
table clothes and place settings before bringing the food
onboard
- Those who missed that train could also try their luck
at winning a gourmet dinner by “liking” the Facebook
application and answering the Badoit Express quiz

Success
- Hundreds of bottles of Badoit were served to over
400 passengers who then shared their experience far
and wide
- More than 900,000 views on YouTube, 183 shares
WHO: Ubi Bene Watch the video:
WHERE: France http://www.youtube.com/watch?v=Z8C9CNntzrw
and 1,180 likes on Facebook
WHEN: October 2012
43

OUr sources of inspiration
Adforum: http://fr.adforum.com/ Culture Pub: http://www.culturepub.fr
Ads of the World: http://adsoftheworld.com/ Curiosity Counts: http://curiositycounts.com/
Adverblog: http://www.adverblog.com/ Dark Planneur: http://www.darkplanneur.com/
Advertising Age: http://adage.com/ Doc News: www.docnews.fr
Adweek: http://www.adweek.com/aw/index.jsp Ebuzzing: http://labs.ebuzzing.fr/top-videos
Agency Spy: http://www.mediabistro.com/agencyspy/ eMarketinglicious: http://www.emarketinglicious.fr/
Artskills: http://www.artskills.net Event Marketer: http://www.eventmarketer.com/
Auslatics: http://www.auslatics.com/ Fast Company: http://www.fastcompany.com/
Because: http://blog.becausexm.com/ Fubiz: http://www.fubiz.net/
Blog Marketing Insolite: http://marketing-insolite.blogspot.fr/ Gaduman: http://www.gaduman.com/
Blogo Ergosum: http://www.blogoergosum.com/ I Believe in Ad: http://www.ibelieveinadv.com
Brand Republic: www.brandrepublic.com If It’s Hip It’s Here: http://ifitshipitshere.blogspot.fr/
Brand-e: http://brand-e.biz JeDblogk: http://jedblogk.blogspot.com/
Branding Magazine: http://www.brandingmagazine.com/ Joe la Pompe: http://www.joelapompe.net/
Branding Strategy Insider: http://www.brandingstrategyinsider.com/ Kesako Le Blog: http://www.kesako-le-blog.fr/
Brands India: http://brands-india.com/ La Réclame: http://lareclame.fr/
Buzz Paradise: http://fr.blog.buzzparadise.com Le Blog de Bango: http://www.leblogdebango.fr
Campaign: http://www.campaignlive.co.uk/ Le Marketing Sportif: http://lemarketingsportif.com/
Cannes Lions: http://www.canneslions.com/ Le Personal Branding: http://www.personal-branding.fr/
Chris Brogan: http://www.chrisbrogan.com/ Le Publigeekaire: http://publigeekaire.com/
Com Non Profit: http://comnonprofit.wordpress.com/ LLLITL: http://www.llllitl.fr
Cream Global: http://www.creamglobal.com/case-studies Look Out: http://lookout.canalblog.com/
Creative Criminals: http://creativecriminals.com/ Looking for Advice: http://www.lookingforadvice.net/
Creative Guerilla Marketing: http://www.creativeguerrillamarketing. Luckie: http://www.luckie.com/
com/ Marketing Chine: http://www.marketing-chine.com/
Culture Marketing: http://www.culturemarketing.fr/ Marketing On The Beach: http://www.marketingonthebeach.com/

44

OUr sources of inspiration
Marketing Pilgrim: http://www.marketingpilgrim.com/ Trend Spot In: http://www.trendspotin.com/
Marketing-Chine: http://www.marketing-chine.com/ Trends now: http://www.trendsnow.net/inspiration/
Mashable: http://mashable.com/ TrendWatching: http://trendwatching.com
MasterCom: http://mastercom.over-blog.com/ Tribeca http://www.marketing-alternatif.com/
:
MinuteBuzz: http://www.minutebuzz.com/ Tribords: http://www.tribords.com
MPG: http://mpg.com/case-studies.php Up 2 Social: http://up2social.com/le-blog-up2social/
My Modern Met: http://www.mymodernmet.com/ Vanksen Blog: http://www.vanksen.fr/blog/
New Media Age: http://www.nma.co.uk/ Veille Brand Content: http://veillebrandcontent.fr
Nicola Bordas: http://www.nicolasbordas.fr/ VentureBeat: www.venturebeat.com
Notre Lien Quotidien: http://notrelienquotidien.com/ ViacomIT: http://viacomit.net
Nous les Geeks: http://www.nouslesgeeks.fr/ We cast media: http://wecastmedia.fr/
Nuwave Marketing: http://www.nuwave-marketing.com/ Web & Luxe: http://www.webandluxe.com/
Once Upon A Marque: http://www.onceuponamarque.com/ Webmarketing Junkie: http://www.webmarketingjunkie.com/
Paper Plane: http://www.paper-plane.fr/ Wired: http://www.wired.com
Paris Com Light: http://www.pariscomlight.com/ Wonderful Brands: http://leblog.wcie.fr/
Partnership Activation: http://www.partnershipactivation.com/ Z Factory: http://z-factory.blogspot.com/
PSFK: http://www.psfk.com/
Roycod: http://www.roycod.com
Scaryideas: http://scaryideas.com/
Sport Stratégies: http://www.sportstrategies.com/
Sports Marketing: http://www.sportsmarketing.fr/tag/marketing-sportif/
TechCrunch: http://www.techcrunch.com
The Ad Buzz: http://theadbuzz.com
The Inspiration Room: http://theinspirationroom.com/daily/
The Next Web: http://thenextweb.com/dd/
Trend Hunter: http://www.trendhunter.com/

45

http://www.havas-se.com/ http://www.twitter.com/havas_se http://www.linkedin.com/
company/211535?trk=tyah
https://www.facebook.com/Havas.SE http://pinterest.com/havasse/

Valentina Candeloro Fredda Hurwitz Jez Jowett Valeria Herzer
Global Marketing Manager Global VP - Strategic Planning, Global Head of Digital and Social Media Global Strategic Planner
valentina.candeloro@havas-se.com Marketing & Communications jez.jowett@havas-se.com valeria.herzer@havas-se.com
@valycuty fredda.hurwitz@havas-se.com @Jezmond @Valherzer
@FreddaHurwitz

Thank you
Dear readers,

Thanks so much for checking out our predictions for 2013, Our «predictors» Jez Jowett, Valentina Candeloro and a
and assessing how we did last year. Not too bad actually, second entry for Valeria Herzer, who always keep their eyes,
don’t you think? ears and imagination open, 24/7.
As you can imagine, stuff like this takes time, effort and Marielle Jay for a beautifully designed deck this year.
commitment. We’d like to throw in a few thank yous Julia Furman and Fredda Hurwitz for proofing, sense
because we’re nice like that. checking and generally being ruthless with unnecessary
Big thanks to: words.
Valeria Herzer and Christopher Rapaport for always fuelling We hope you enjoyed reading this as much as we enjoyed
us with great ideas that inspire our work globally (and for creating it.
getting the best out of our interns).

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Havas_SE_2013_Trends

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