THETRENDSREPORT
February 2015
Proudly brought to you by NATIVE VML
AMONTHLY SNAPSHOT OF TRENDS INMARKETING,
STORYTELLINGANDDIGITALCULTURELOCALLYANDABROAD.
AUGMENTATION
Fan engagement of
the future.
As devices begin to perceive and process
information like humans, a new world of
possibility...
Wearable Tech that bring fans closer to the action.
Foxtel’s ‘Alert Shirt’ uses wearable technology to collect real time d...
Re-imagining the
musical experience.
The power of virtual reality technology
promises to disrupt various industries. The
a...
Multi-sensory concerts through virtual
reality.
Acclaimed Director, Chris Milk, launched his
latest project - Hello, Again...
Virtual reality penetrating the mass market.
The Paul McCartney / Google cardboard app,
is a fully immersive virtual reali...
INNOVATION
Healthcare is increasingly moving away from
being reactive and episodic to becoming pre-
emptive and preventative, thereby...
Smart pen checks if you’re getting enough vitamins.
Vitastiq is a handheld device that combines data and the benefits of a...
Beyond monitoring, the future of
wearables.
Thync has positioned itself at the
intersection of neuroscience and consumer
t...
Until now, ecommerce has lacked instant
gratification. The challenge remains to
continually shorten the delivery process. ...
Having been awarded an anticipatory shipping
patent, Amazon has since launched the Prime
Now app. Customers can make purch...
MOBILE, DATA AND
SOCIAL
The obsession around the need to measure
and quantify continues to grow. The
functionalities of wearables are allowing
peo...
Understanding employee activity with real-time data.
The Sociometric Badge is a wearable device capable of measuring the a...
While mainstream wearables tend to track
and monitor our general health and well-
being, the Pplkpr app quantifies
relatio...
Today’s consumers transact online assuming
a high level of trust and transparency, but
major hacking incidents in 2014, ha...
Providing peace of mind with a single online verification tool
ThisIsMe helps distinguish between legitimate and fraudulen...
By 2020, the amount of digital information in
existence will have grown from 3.2 zettabytes
today to 40 zettabytes. With e...
Connecting content creators with brands.
Consumers, particularly Millennials, are
increasingly starting to think of themse...
MARKETINGATTHE
SPEED OF
CULTURE
In our ever-changing digital culture, there is a
growing demand for brands to be braver.
Integrating low-risk, playful exp...
The Ice Bucket Challenge inspired people
to raise awareness of ALS by creating
compelling content around a fairly simple
c...
IKEA prides itself in being an innovative brand
that is able to identify opportunity in unusual
places. Using Instagram to...
Society is experiencing fundamental cultural
shifts due to the speed of change and
technological innovation. Consumers now...
Connecting with consumers at the
greatest moment of impact.
Special digital editions of James Patterson’s
novel, Private V...
STORYTELLING
Stories are a powerful and dynamic force,
justifying the status quo or acting as a catalyst
for change. For consumers dema...
With millions of views worldwide, the Like a
Girl video from Always is changing
perceptions of what it means to be a girl....
Increasingly, all entertainment is becoming
grassroots-led and putting consumers centre
stage. The power of virtual realit...
Bridging the gap between art, technology
and storytelling.
Facebook-owned Oculus VR is expanding
beyond gaming and setting...
WE ARE NATIVE VML
of 34

NATIVE VML Trends Report February 2015

A monthly snapshot of trends in Marketing, storytelling and digital culture locally and abroad.
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - NATIVE VML Trends Report February 2015

  • 1. THETRENDSREPORT February 2015 Proudly brought to you by NATIVE VML
  • 2. AMONTHLY SNAPSHOT OF TRENDS INMARKETING, STORYTELLINGANDDIGITALCULTURELOCALLYANDABROAD.
  • 3. AUGMENTATION
  • 4. Fan engagement of the future. As devices begin to perceive and process information like humans, a new world of possibility opens for brands to engage with audiences. Robotic and haptic technology now deliver tactile experiences to connect people, and brands.
  • 5. Wearable Tech that bring fans closer to the action. Foxtel’s ‘Alert Shirt’ uses wearable technology to collect real time data that enables fans to feel what the players experience during the game. READ MORE
  • 6. Re-imagining the musical experience. The power of virtual reality technology promises to disrupt various industries. The ability to enhance the sense of presence makes it an exciting medium for live action musical concerts.
  • 7. Multi-sensory concerts through virtual reality. Acclaimed Director, Chris Milk, launched his latest project - Hello, Again , which uses Oculus Rift to create one of the most interactive concert experiences yet. Building a spherical, rotating stage for musician Beck, ‘Album of the Year’ winner at 2015 Grammy’s, to perform on. The concert was filmed using a specialised 360° camera and audio rig for recording spherical video and binaural audio from multiple points. READ MORE
  • 8. Virtual reality penetrating the mass market. The Paul McCartney / Google cardboard app, is a fully immersive virtual reality playback of the former Beatles' performance of Live and Let Die. The app allows viewers to watch the show from various perspectives be it from the audience, backstage or right next to the artist. READ MORE
  • 9. INNOVATION
  • 10. Healthcare is increasingly moving away from being reactive and episodic to becoming pre- emptive and preventative, thereby empowering consumers to manage and monitor their own health. Healthcare in your hands.
  • 11. Smart pen checks if you’re getting enough vitamins. Vitastiq is a handheld device that combines data and the benefits of acupuncture, to allow anyone to track their bodies’ vitamin and mineral levels. READ MORE
  • 12. Beyond monitoring, the future of wearables. Thync has positioned itself at the intersection of neuroscience and consumer technology. Through neurosignaling the device allows users to alter their mood. Solutions like this pave the way for treating chronic behavioural conditions, including sleep disorders, stress and depression without the unwanted side effects of prescription drugs. READ MORE
  • 13. Until now, ecommerce has lacked instant gratification. The challenge remains to continually shorten the delivery process. The future of online retail lies in utilising existing data to determine future consumer purchases to appropriately cater to even the most specific of needs. Pro-active ecommerce experiences.
  • 14. Having been awarded an anticipatory shipping patent, Amazon has since launched the Prime Now app. Customers can make purchases and complete orders based on an hourly- based delivery system. The Confirmed app by Adidas allows sneaker fans to wait in a virtual line for coveted limited edition shoes. Users are sent push notifications of special offers specific to their geographic zone.
  • 15. MOBILE, DATA AND SOCIAL
  • 16. The obsession around the need to measure and quantify continues to grow. The functionalities of wearables are allowing people to tap into their most personal habits, and potentially transform even the most basic social interactions. The quantification of everything.
  • 17. Understanding employee activity with real-time data. The Sociometric Badge is a wearable device capable of measuring the amount of face-to-face interaction, conversational and physical activity using signals from vocal features & body motion. It allows organisations to measure individual and collective behaviour patterns. READ MORE
  • 18. While mainstream wearables tend to track and monitor our general health and well- being, the Pplkpr app quantifies relationships. Combining the measurements of a user's biometric data with their social interactions, the app manages, optimises and then filters their social relations. READ MORE
  • 19. Today’s consumers transact online assuming a high level of trust and transparency, but major hacking incidents in 2014, have brought data security and privacy concerns to the fore. As consumers demand more personalised experiences, the current systems are unable to deliver on their expectations of privacy. The expectations of privacy.
  • 20. Providing peace of mind with a single online verification tool ThisIsMe helps distinguish between legitimate and fraudulent users. Linking users’ banking and social accounts, the platform provides a third party validation for all future transactions. READ MORE
  • 21. By 2020, the amount of digital information in existence will have grown from 3.2 zettabytes today to 40 zettabytes. With every like, click, photo share, blog post and transaction, consumers are provided compelling insights into who they are. Yet despite the intrinsic value of user-generated content, established users are not receiving value for what they are creating. Examining social media value.
  • 22. Connecting content creators with brands. Consumers, particularly Millennials, are increasingly starting to think of themselves as brands, curating their online image and monetising it through social media and micro-retail platforms. Tumblr announced the Creatrs network, which connects artists to content platforms and advertisers. READ MORE
  • 23. MARKETINGATTHE SPEED OF CULTURE
  • 24. In our ever-changing digital culture, there is a growing demand for brands to be braver. Integrating low-risk, playful experimentation and exploration into campaign strategies can enhance the brand vision, while creating meaningful and exciting consumer experiences. Playful marketing.
  • 25. The Ice Bucket Challenge inspired people to raise awareness of ALS by creating compelling content around a fairly simple concept; dunking yourself with a bucket of ice water, then nominating friends and family via social media to keep the cycle going. Combine the thrill of a simple challenge and the emotional resonance of a deserving cause and you have a campaign that will be hard to replicate, proving just how powerful earned media can be. READ MORE
  • 26. IKEA prides itself in being an innovative brand that is able to identify opportunity in unusual places. Using Instagram to build their web based catalogue, IKEA PS 2014, IKEA created an account that functions much like a website, using the tagging feature to link products. Something hacking IKEA READ MORE
  • 27. Society is experiencing fundamental cultural shifts due to the speed of change and technological innovation. Consumers now have a growing appetite for new experiences, not new products. Winning marketing strategies need to create carefully crafted, personal and immersive experiences. Experiences over products.
  • 28. Connecting with consumers at the greatest moment of impact. Special digital editions of James Patterson’s novel, Private Vegas gave readers 24 hours to finish, before it disappeared. Readers were able to see hours wind down and simultaneously steal time from other readers through social media. Similarly the Magnum Pleasure pop-up store in Johannesburg and Cape Town allowed customers to design their own perfect Magnum ice-cream.
  • 29. STORYTELLING
  • 30. Stories are a powerful and dynamic force, justifying the status quo or acting as a catalyst for change. For consumers demanding more honesty from brands, the notion of brand purpose is hugely important. Brands are increasingly initiating the hard conversations about our realities and moving towards genuine storytelling. Brand honesty.
  • 31. With millions of views worldwide, the Like a Girl video from Always is changing perceptions of what it means to be a girl. Further illustrating P&G’s commitment to female positive brands. A candid Instagram post of fathers braiding their children’s hair turned a gay black couple into an internet sensation and the stars of Nikon’s IAMGENERATION IMAGE campaign. And while these campaigns might not be the most original, they provide a much needed platform to widen the spectrum of representation in mainstream media.
  • 32. Increasingly, all entertainment is becoming grassroots-led and putting consumers centre stage. The power of virtual reality allows story makers and marketers alike, to engage audiences through captivating, first person interactions and narratives. Virtual reality meets storytelling.
  • 33. Bridging the gap between art, technology and storytelling. Facebook-owned Oculus VR is expanding beyond gaming and setting up the Studio Story division, dedicated to virtual reality filmmaking. In trying to overcome the problems associated with oil fields in deep waters, GE (General Electric) and Oculus Rift partnered to create a 3D virtual exhibit of an oil factory on a seabed. The headsets mimic GE's subsea oil technology, that collects and discovers gas and oil deposits in the ocean. READ MORE
  • 34. WE ARE NATIVE VML

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