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SPRING SUMMER TRENDS

2012

Jh/jun

e2012/cheilUAE  

INTRO… What will make the world tick in 2012? What will the consumer do in 2012? What is the forecast of trends in the near future? Planners and intelligence department did 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, trendspotting & 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 developed our MEA 2012 collection of trends.

Voyeurism #01

Whether we like it or not, Social Media addiction will grow even more intense in 2012 as we witness the rise of the consumer 2.0. The social consumer is becoming more and more curious and his curiosity is now leading him to spy on brand activities (if they know what interest him) collecting more and more “likes” for those brands to watch.

#01 Voyeurism  

Example: Hear the voices of the youth, in the Region's Biggest Youth Initiative from Coca Cola “ Today I will”. Hear their stories, how they made it.. What they say about their day and how they eventually find their way through to pursue happiness. Interesting and engaging for the brand’s consumers!

Women the new Men  

#02

Women in the region are becoming as powerful as men if not more. Women are the majority of the workforce in Dubai where expat women are Managers and CEOs of international companies. Local women are becoming ministers and directors of major governmental companies. In the Middle East the power of the purse has never been more powerful.

#02 Women the new Men  

Example: Lebanese Actress and Director Nadine Labaki is the new face of the Scottish Whiskey brand Johnnie Walker. This new campaign marks the first time ever a woman has appeared in a Johnnie Walker Ad.

#03 Supermum Syndrome  

Baby yoga, organic food, aqua gym, rhymes & lyrics, play dates, painting, pottery.. and waaaaaaay much more. “Quality time” is the Supermum new motto, and “green” is their most important concern. Supermums want it all for them and their kids. Brands who smartly address those Gen.X mums solving their “bad parents” anxiety are winning brands.

Supermum Syndrome  `  

Example : In Dubai multiple ads for baby play center, development center, baby gym, baby socializing club etc… tap on those mothers’ concerns. Giving the best for her child, spend time-even better-spend “quality time” with him.

#03

`  #04 Cross-Gen  

 Take brands like Apple, whose stores worldwide are crowded with all different age groups, or take super-in Skype App used all day, every day, by kids, their grandparents and teenagers alike. When it comes to some brands, age becomes nothing but a number.

#04 Cross-Generation  

Example : The new Emirates Hello Tomorrow campaign took the lead with new advertising featuring different age groups mixing teens with seniors along with the usual 20-40 mainstream consumers usually featured in the perfect advertising world.

#05 Movement Marketing  

 Brands must find a new way to keep their edge today at a time when marketing is once again going through revolutionary times: Brands must look beyond their products and STAND FOR SOMETHING! Movements aim to drive positive change and have a higher purpose!

Movement Marketing  

Example: Pepsi Arabia “express yourself” Campaign or even Vodafone Egypt “let nothing stop you – power to you” campaign, are all inspired by the region’s torments and the will of a new generation that need change. Brands who are taking part of the social movement are more appealing to Youth.  

#05

® Tablet wanted!  #06

Tablet is the most wanted item of 2012. Tablets is the “new” hype and the most seen accessories just after the Smartphone. Whether it’s the portability or the personal relationship established with the tablet, tablets are being seen everywhere. From coffee shops to parks, at the mall and even at work, where employees take their personal tablets to the office just like they do with their personal phones.

Tablet Wanted!  #06

Example: Tech forecasters at Future Source Consultants estimate that the sale of 15 million tablets in 2011 is expected to grow up to 25 million in 2012. But is this trend expected to affect the notebook sales in the region like it did globally? We’ll wait to see.

#07 Digital Travel  

The biggest digital trend of the year is definitely the absolute supremacy of Digital Travel. Travelers not only use the social networks to make informed travel decisions, but everything related to travel, from looking up destinations packages, booking flights, checking bags, or even the best cities destinations, all are done Online!

#07 Digital Travel  

Example : launched in 2009 Fly Dubai is the leader in its category and is the second biggest passenger carrier operating out of Dubai International Airport After Emirates. The ease and convenience of the online services makes it appealing to consumer while prices are very similar to competitors.

Pampered Man  #08

The pampered man is not only alive and multiplying but he’s as we speak, shopping at a mall near you. The “metrosexual” very limited edition of men of the last decade evolved and embraced the new lifestyle where health and beauty are part of his routine.

#08 The Pampered Man  

Example: In the UAE and the region, men smell good, look good, and have a haircut every 3 weeks* The manicure pedicure “treatment” is the natural annex of haircut and beard grooming, every 3 weeks too. *i

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Decision Fatigue  #09

It turned out that in this always-on, 24/7 hyper-connected world, modern people become subject to Decision Fatigue. The more choices you make throughout the day, the harder each one becomes for your brain which looks for shortcuts: one is to become reckless and act impulsively, the other is the ultimate energy saver: do nothing!

#09 Decision Fatigue  

Example: Brands should take this into consideration thinking next “when to reach best our consumer” instead of the traditional “how to reach the consumer”. Cheil Lifeshare™ is one of the tools that allows us to get this consumer’s insight.

#10 Digital Detox  

Just like with all addictions, it was only logical to hit Detox Next! We live in a digital world it’s true, and the connected 24/7 working force in the region is especially addicted to this modern business drug, the “BB/FB”. End result: Executives take vacation out of technology and during the weekend, they willingly disconnect from all digital media and turn this BB/FB off.

#10 Digital Detox  

Example: 80% of executive asked, have 2 phones and turn off their BB during the weekend keeping their personal phone on. It’s only a matter of time now before we see Detox holidays packages flowering in the city.

ABOUT CHEIL

Cheil worldwide is Korea’s largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, Cheil operates 49 offices in 27 countries with 3,000 employees. Operating in Dubai since 2006, Cheil UAE is an integrated ad agency producing creative and added value solutions for its clients through “ideas that move” - Ideas that move consumers, brands metrics, products.

Jh/june2012/cheilUAE  

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: seongjin.ki@cheil.com

or joumana.hage@cheil.com

Jh/june2012/cheilUAE