The document discusses 8 digital trends for 2015 in the Middle East region: 1) 15 Seconds of Fame - The rise of short form video on platforms like Vine and Instagram allowing anyone to gain recognition. 2) The Right Moment - Real-time marketing is evolving to focus on engaging consumers at emotionally relevant moments. 3) Butlering Around the Clock - Brands enhancing service and assistance for customers anytime through mobile apps. 4) Social Sarcasm - Humor and sarcasm are commonly used on social media to discuss politics and social issues. 5) Insta#Stores - Entrepreneurs are selling products directly through Instagram and WhatsApp instead of traditional e-commerce. 6) Attention

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HUMAN DIGITAL!
1
Digital Trends - 2015!
Middle East

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INTRO…
It might sound like an oxymoron, but digital has never been so
human. Hard-core marketing jargons like “personalisation,”
“real-time,” “co-creation” are finally being filled with a clear
meaning, real examples, and best practices. In 2015
consumers will comfortably drive innovation and creativity
acting so human in their digital environments. They will just
be themselves and follow their instincts to pave way for better
standards of digital living.
At Cheil MENA, 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 develop
our MENA 2015 collection of trends.
For previous Trend Reports please log on to http://www.slideshare.net/Cheil_Worldwide_UAE

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15
Seconds
of Fame
#01
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People around the world are posting 75% more videos to Facebook than they
did a year ago and the number of videos showing up in people's news feeds
has increased by 360%.*
Saudi Arabia is #1 globally in YouTube views per
capita. Two hours of content is uploaded every minute from our region.**
With today’s technology everyone can create killer videos like a pro. Video
snippets boost popularity and nurture narcissism. Vine, Keek, Vimeo, and
Instagram under-15-seconds videos provide easy-to-consume content for the
viewer and a sense of recognition for the creator. Brands facilitating co-
creation and exploring multiple types of video content will show their human
face and get closer to the consumer.
#01 15 Seconds of Fame
Example: Each country in
the region has its popular
Viners. Chocolate brand
Tadelle in Turkey invited 2
Vine fenomens to create 11
videos for the Vine project
that successfully moved and
engaged the youth.
https://vine.co/Tadelle
*Source: AdAge, 2015; **Source: Campaign ME, 2014

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#02The Right
Moment
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People are getting used to real-time marketing; their senses are becoming
immune to generic real-time messages and calls to action. As always,
EMOTION remains the best way to entice the consumer into a meaningful
dialogue. Joining a wide conversation to latch onto a topic is no longer
enough because tapping into the right emotion requires advertisers to be
personal and relevant. So, brands are discovering how rewarding it is to
engage the audience not only with the right content but in the right moment,
the moment that matters. Real-Time marketing is evolving into Right-Time
marketing; native advertising is picking up momentum.
#02 The Right Moment
Example: Google greets its
users on their birthdays with a
personalized doodle message,
e.g. “Happy Birthday, Yara!” in
their preferred language.
Example: During the World Cup 2014, ING
Turkey saw that people couldn’t spell Dirk
Kuyt’s name (a Dutch footballer). So they
tweeted a question to ING Holland initiating a
thread of engaging conversations.

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`
#03Butlering
Around the Clock
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#03The concept of Brand Butlering is not new, but the potential scope of its reach
is. Round-the-clock connectivity and omnipresence of mobile devices provide
consumers with instant access to services and tools while offering brands to
sharpen their butlering skills. Value-added service can now travel together
with the consumer in the form of an app or web and can be availed whenever,
wherever. Brands have a chance to review and reconsider how they are
enriching their clients’ everyday lives and service them beyond what’s
expected.
Example: FIJI water has recently
released Dubai to the list of the cities
in their “Earth’s Finest City Guide” to
provide information to travelers &
citizens on what to do, where to stay,
and what to taste. By doing this FIJI
is assisting its customers not only in
their home country but across the
globe including Dubai.
Butlering
Around the Clock

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#04Social
Sarcasm
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The Arab Spring made people in the region very comfortable discussing
politics and sharing their opinions in the public fora through social media.
Three years later with no traces of aggression but rather with a touch of
humour and lots of creative user-generated content social media continue to
host highly opinionated and sarcastic conversations. Social calamities and
concerns are instantly and unabashedly debated and analyzed through vlogs,
memes, Facebook statuses and tweets. Sarcasm comes to rescue to keep
people positive in situations beyond their control. Brands can win by giving
audiences a sense of being heard and by nurturing the positive spirit.
#04 Social Sarcasm
Example:
Unexpected
floods in
Amman and
the failure of
the
infrastructure
caused a burst
of creativity in
social media.
Example:
Gender wars in
the Jordanian
parliament
instantly made
MP Hind Al-
Fayez a hero in
the social media
mockery
movement “Sit
Down Hind.”

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Insta
#Stores
#05
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Once there was e-commerce, then m-commerce, then s-commerce. Now
there is i-commerce. In reality, people don’t care what the latest jargon is
as long as it helps them to buy and sell goods they want at the lowest
cost. So home-grown entrepreneurs figured out faster than marketers to
go where their buyers are – Instagram and WhatsApp. From curating
products available in the market to selling home-made goods, people are
enjoying human interactions that also bring some profit.
Besides,
creating network connections that outlast the purchase is what makes
doing business online a fulfilling experience.
#05 Insta#Stores
Example: Sheeps_Sell - Kuwaiti
private retailer sells sheep
Example: A user-generated list of
Turkish InstaBoutiques posted at:
http://onedio.com/haber/en-iyi-
instagram-butikleri-352895
Example: bySymphony
- UAE
luxurious fashion store generates
offline sales by sharing pictures of
its product line along with the items’
codes on Instagram

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Attention
Deficit
Norm
#06
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#06In 2012 a high-end Samsung TV would turn on in 7 seconds, in 2013 in 5 and
in 2014 in 3 because consumers just don’t want to wait. A photo on SnapChat
remains visible for maximum 10 seconds because that’s how much time the
viewer has before he moves onto the next thing. Attention span shortens,
shrinks and shrivels. Impatience becomes the norm as the world of
technology takes our professional and personal lives by storm. When
YouTube viewers have an option to skip an ad after 5 seconds, what’s the
point in a 30-second ad with key messages at the end? Smarter brands
started to challenge their creative and media strategies.
Example: This year the luxury resort W Doha was
the first business in Qatar and the first hotel in the
world to take to SnapChat. It extended its social
media efforts to this popular platform to provide its
followers with 24/7 insider access to what’s new and
next. This move is expected to be followed closely by
hoteliers across the Middle East.
Source:HotelierMiddleEast.com,January2015
Attention Deficit Norm

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Dress to
Survive
#07
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#07“Don't dress to kill, dress to survive!” - Karl Lagerfeld tweeted in June 2014.
Surely he did not realise he was giving a valuable tip to brands on social
media. It’s in human nature to judge a person by their looks. And in the digital
environment it is sometimes the only way for people to decide whether to
engage or not. The way the digital persona is “dressed” and the images it
chooses send quick cues to the visitor on how interesting and worthwhile the
interaction might be. Brands are realizing that the more human and
appropriate they look the more appealing and approachable they will be
viewed as. In 2015 even more brands will be quitting stock images in their
social conversations in favour of unique and original custom-made content.
Example: For its FB campaign
“The small world of Çizi” Ülker’s
brand Çizi (Turkey’s favourite
crackers) chose to create a
fascinating world of crackers,
made of crackers. The campaign
lasted longer than planned & the
results exceeded expectations.
Dress to Survive

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Proud
Silver
Surfers
#08
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Edythe Kirchmaier, Facebook's
oldest registered user, turned
106 in 2014.

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#08With some 60% of the MENA population under the age of 30 it is obvious that
youth become brands’ core target audience. But everyone seems to be
ignoring a segment that has both time and money to embrace innovation -
senior citizens. In the US since 2011 the older generation’s interest in
Facebook has increased 41% for 35-54-year-olds and 80% for the 55-80 age
bracket.* In the Middle East senior citizens are creating usage habits
following the pattern “Offline Traditions Gone Digital”: WhatsApp “Home” &
“Family” groups, cooking groups, Majlis groups, accompanied by heavy use of
voice recordings. Seniors do want to be connected, but might feel intimidated.
The first mover in this segment to facilitate their connectivity while
maintaining their pride will gain fame, loyalty and business results.
Example: Electronic Jaha, Jordan.
The first incident of an old tradition going digital
was a Jaha that took place in December 2013. The
groom sent the father of the bride an email copying
the representatives of both families. The father
replied in an email saying “Yes!”
Proud Silver Surfers
* Source: iStrategy Labs Study, 2014

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ABOUT CHEIL
Cheil is Korea’s largest and one of the world’s leading advertising groups.
Established in 1973 with headquarters in Seoul, Cheil operates 48 offices
in 41 countries around the globe with about 6,000 employees.
With Regional HQ in Dubai since 2006, Cheil MENA is an integrated
communication agency producing creative and value-added solutions for
its clients through “Ideas that move” - ideas that move people, move
products, move brands, and move the world.

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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,
log on to www.cheil.ae
or contact:
Olga Kudryashova at olga.k@cheil.com (UAE),
Yara Hamarneh at yara.h@cheil.com (UAE),
Nimati Emam at nimati.e@cheil.com (Levant),
Mehmet Ozkanoglu at m.ozkanoglu@cheil.com (Turkey).