Whirlpool presents the volume 2 of the Digital School. Lesson 1 is dedicated to the current trends in the digital scenario.

1. LESSON 1
Trend 2014

2. what we were expected
In the 9th lesson of the last year course we previewed that in 2013:
• mobile access would increase
• social media would play an increasingly important role in our lives
• we would use the internet in a more “professional” and “private” manner
• the internet would be “content” oriented
• innovative forms of communication would include digital and traditional techniques
and so it was.
But now let’s see how this prediction has been evolving in 2014.
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3. Scenario
As the digital world is constantly evolving, in this lesson we will see what are the trends predicted for
the next few months.
We will start by looking at macro trends, based on the socio-economic scenario suggested by
Trendwatching.com
Like they say “these are key developments and disruptions that will transform the globe over the next
12 months.”
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4. social
CROWD POWER
A common thread running through the civil disobedience periodically afflicting cities worldwide?
That unrest is increasingly led by ‘transformers’, millennials agitating for justice, equality, and
empowerment. Via crowd platforms and citizen journalism, their challenge of ‘old’ social structures
won’t go away any time soon.
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5. tech
THE PURSUIT OF APP-INESS
The Internet of things. 3D printing. Google Glass.
It’s too soon to tell if (or exactly how) 2014’s hot technologies will break through into mainstream use
in the coming months. What is certain is that everyday tech will become more intuitive, omnipresent,
social, emotionally responsive and ultimately essential for consumers.
IN GOOD HEALTH
2013 saw promising (if early-stage) medical developments in bioengineering, genome analysis, mobile
health monitoring and yes, even 3D organ printing. Bottom line? More reliable, affordable, widespread
access to palliative and life-saving solutions.
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6. legal & environmental
WHO’S AFRAID OF WHISTLEBLOWERS & WIKILEAKS?
As revelations emerge of the Nsa’s cyber-espionage, 2014 will see growing demand for privacy
guarantees and tougher anti- surveillance laws. Can intelligence agencies be trusted to police their
own activities? Should whistleblowers (Assange, Snowden etc.) be better protected? And is our
private information ever truly secure?
MORE AND MORE, LESS AND LESS
Global resource scarcity is ongoing. Confidence in nuclear energy is low (the ghost of Fukushima),
arctic oil exploration holds promise but also ravage natural landscapes. Food shortages? In May, the
UN Food & Agricultural Organization proposed edible insect farms. But global appetites are strangely
unmoved.
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7. it’s not easy being green...
… but we’re getting there, slowly.
In 2013, even as Beijing faced ‘airpocalypse’ (record-breaking air pollution), smart green design gave
us building facades that ‘eat’ pollution, countless urban farming initiatives, and more. Meanwhile
sharing communities, upcycling and reshoring are all evidence of continued opportunities for
sustainable solutions.
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8. trends 2014
Keeping in mind this macro
trends that describe the world’s
status, this lesson will discover
trends and some examples of
brand and businesses that are
already putting them into
practice.
The trends analyzed in this
lesson are:
digital you Vs Phubbing
quality-telling
target centering
modularization
corporate shared value
bodylicious
identification
experience is everything
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3
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9. digital you
vs
Phubbing
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10. The technological innovation, the multitude of the connected devices and the evolution of the
distribution world of the media let an increase of the consumption of media through different screen
everywhere:
at home, at work, in the streets and in retail
Today internet is an “everyday tool”, it has become necessary and integrated in our life. Most of time
we don’t even realize we are using it. It’s called the internet of things.
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digital you

11. digital you
We are moving toward Industry 4.0 (the 4th industrial revolution) a world with a full integration of man,
machine and system. Connectivity is a fundamental and irreversible driver of change.
In 2014 the pervasiveness of technology is ramping up further: new technologies reach and transform
an ever-wider array of everyday objects, and any remaining geographical tech boundaries dissolve.
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12. it’s a fertile world
In 2013 80 “things” per second were connecting to the internet. This year that number is reaching
almost 100 per second, and by 2020, more than 250 things will connect each second.
Penetration of connected objects in total “things” is expected to reach 2.7% in 2020 from 0.6% in 2012
2012 2013 2020
8.7 Bn
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connected objects
11.2 Bn
connected objects
50.1 Bn
connected objects
Cisco 2013

13. nike - fuelband
The Nike+ FuelBand is an activity tracker
that is worn on the wrist.
The new Nike+ FuelBand SE now tracks not
only how much, but also how often and how
intensely you move. And it gives you real-time
feedback, reminders and insights to
help you move more and move better.
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http://www.nike.com/us/en_us/c/nikeplus-fuelband

14. Surpassing its Indiegogo crowdfunding
target in February 2014, Atheer One
smart glasses integrate augmented
reality and gesture control features. The
spectacles connect to a cellphone via a
USB connection, and project a 26-inch
‘floating’ tablet screen in front of the
wearer’s eyes.
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atheer one

15. The CuffLinc is a small, waterproof black
device embedded with an accelerometer
offering a Bluetooth link to your smartphone.
On the Cuff app for iOS, the wearer can set
the device's internal button to send out an
alert to a friend or family member in case of
emergency.
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the cufflinc
http://mashable.com/2014/02/18/high-fashion-meets-bluetooth/

16. "The more you know about the health, the
smarter you can be about how to approach
it. The same should apply to dental care and
oral care hasn't been updated in years."
After downloading the app and connecting it
to the toothbrush via Bluetooth, each brush
stroke is recorded. The data sync to the app
and reveals if you brushed long enough and
effectively. The app works with several
toothbrushes, so a whole family can
participate. It also rewards improvement and
gives a score to encourage both adults and
kids to improve.
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kolibree smart toothbrush
http://mashable.com/2014/01/05/kolibree-connected-toothbrush/

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the babolat play
The Babolat Play connected tennis racket
allows every tennis player to experience,
understand and share their game to improve
themselves and comprare to others.
https://www.youtube.com/watch?v=lmzMSDKy_v4

18. simultaneously is evolving a new, opposite trend:
phubbing
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19. 19
what is phubbing?
https://www.youtube.com/watch?v=ZSOfuUYCV_0

20. coca cola
And some brands are already
riding this trend, like Coca-Cola
that invented the Social Media
Guard
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https://www.youtube.com/watch?v=_u3BRY2RF5I

21. quality-telling
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22. the content evolution
2012 2013 2014
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Content is
King
Content is
King, Queen
and the entire court
Content is
a quality King

23. the year of good writing
Good writing is the foundation of all
good content, whether that content is
a 140-character tweet or the product
pages of your website or your content
marketing infographic.
Ann Handley
Chief Content Officer at Marketing Profs,
Co-Author of Content Rules
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24. Words matter and we can talk about storytelling, status stories and brand
journalism but the importance is that the quality of a brand is strictly connected to
the quality of its worlds.
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25. General Electric
The goal was to capture the imagination of the
child and also of the viewer in talking about the
company’s roots.
WHEN YOU LOOK AT WHAT GE DOES
THROUGH A CHILD’S EYES, YOU SEE
BRILLIANCE.
“In the past we’ve told great stories in creative
ways, but always more discreet,” GE Global
Creative Director Andrew Goldberg says. “In a
sense, only a child can describe it and then
visualize it in a way that’s unique and totally
different.”
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https://www.youtube.com/watch?v=Co0qkWRqTdM

26. https://www.youtube.com/watch?v=j5Ftu3NbivE
heineken - the candidate
Standard questions. Prepared answers. If job
interviews are all the same, how to find the
right talent among 1734 applicants?
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27. guinness basketball
"The choices we make reveal the true nature of our
character."
What's exceptional about the ad is how it presents the
characters' sensitivity hand-in-hand with their physical
strength and love for contact sports, implying that a
Guinness drinker can love his friends as much as he loves
his favorite beer and his favorite sport.
http://www.businessinsider.com/new-guinness-ad-breaks-the-mold-2013-9#ixzz2vZGY0sMS https://www.youtube.com/watch?v=xwndLOKQTDs
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28. "Trace Your Road" sees Trulli driving
along on a series of improvised
racetracks, which were created in
real-time by 10 contest winners, who
traced the road on a tablet device.
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lexus - trace your road
https://www.youtube.com/watch?v=slETbZ7FIs0

29. target centering
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30. target relevancy and curation
Customers are harder to please but easier to
target thanks to the technologies available. By
delivering unique experiences custom to them and
their interests, digital marketers will deliver a more
relevant experience which will likely drive more
profitable ones.
Jason Falls
VP at CafePress, Founder/Chief Instigator at Social Media Explorer
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31. the right process
Observe society Define your target
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Set your
communication
to that specific
target

32. anar foundation
ANAR Foundation, a Spanish child welfare organization,
launch an anti-abuse campaign featuring posters which
could only be viewed by kids. Anyone taller than a child
simply saw a message explaining that “child abuse is only
visible to the child suffering from it”.
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https://www.youtube.com/watch?v=6zoCDyQSH0o

33. estimote beacons
Estimote Beacons deliver context and
micro-location to phones and other
smart devices.
By placing beacons in any physical
world venue like retail store,
developers are able to trigger
contextual actions based on proximity.
No more QR codes and NFC. It just
works magically appearing on
consumer phones in smart retail
environment.
https://www.youtube.com/watch?feature=player_embedded&v=sUIqfjpInxY
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34. novo nordisk gulf
Qatar has the 8th highest rate of diabetes
globally, where 1 in the 3 people don’t even
know they have it.
Most of them are too frightened to take the
test because they have fear of needles.
Novo Nordisk Gulf wanted to create
awareness on the screening event and
encourage people in Qatar to get tested.
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http://vimeo.com/86386186
http://www.fingers2diabetes.com/

35. modularization
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36. modularization
Integration technologies are leading to a ‘modular economy’, in which business processes are being
broken down into small elements that can be combined and recombined across organizational and
national boundaries (like software applications).
This process lets users choose services and products following their needs and avoiding waste.
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37. total boox
Total Boox is a service that lets users
download books or bookshelves of
interest.
Unlike other similar services, users
don’t need to pay for downloading a
book: as they read, the proportional
value of the pages is deducted from
users’ balance.
These pages are owned by users, they
can access them anytime.
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38. phoneblocks
Unveiled in September 2013 by Dutch designer Dave
Hakkens, Phonebloks is a fully customizable smartphone
that can be upgraded with replacement components, with
the aim of reducing electronic waste.
Following a successful social media campaign to
encourage large mobile manufacturers to develop the
product, Motorola announced that it was working with the
Phoneblok community on Project Ara, a similar open-source,
modular cellphone.
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39. project cristine
Project Christine is a revolutionary new concept design that
allows users to build and customize PCs in any configuration
without any prior technical knowledge.
Users can choose any module on-the-fly in any combination,
whether it’s the CPU, memory, graphics card, storage or
power supply module, and simply plug it in. The PCI-Express
architecture of Project Christine automatically syncs the
components.
The modularity of Project Christine makes it perpetually
customizable, helping eliminate the need to replace entire
systems.
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http://www.razerzone.com/christine

40. corporate shared value
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41. corporate shared value
“Shared value” is a management strategy focused
on companies creating measurable business value
by identifying and addressing social problems that
intersect with their business.
From corporate social responsibility to corporate
shared value.
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https://www.youtube.com/watch?v=1vK3cxnP6I4
https://www.sharedvalue.org

42. unilever project sunlight
We believe there has never been a better time
to create a better future for our children, a
world where everyone has enough food to eat
and no child goes to bed hungry.
Project Sunlight is a movement that has
already started. It’s made up of a growing
community of people who believe it is possible
to build a world where everyone lives well and
lives sustainably.
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https://www.projectsunlight.us/

43. neutrogena
The Every Drop Counts campaign
encouraged consumers to make small
changes everyday to save water, with the
aim of saving one million gallons of water
over a one-month period.
The beauty and skincare brand also
pledged to donate 10% from sales of the
Naturals Purifying Cleanser to the US
environmental nonprofit.
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44. ikea no empty chairs at christmas
At IKEA, we believe that noone should be
lonely over Christmas if they don't want to be.
So, whether your family is abroad, you are a
single mum or dad, grandma or grandad or you
are simply single, somewhere there is a place
for you and people who would love to celebrate
with you.
We have created this platform so that you can
find one another. On your own and looking for a
place to celebrate? Or perhaps you have seats
you can offer on your celebration day?Then
take part in "No Empty Chairs at Christmas"
and become part of a unique Christmas
celebration that you will certainly remember for
years to come.
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”
“
http://noemptychairs.ch/en/

45. bodylicious
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46. bodylicious
The more we digitalize our life, the more we need security systems. Passwords and access codes are
becoming more complex and articulate and often users don’t trust internet security process.
Now we can see an evolution of this situation thanks to biometric technologies. Our body, voice and
odors are the new key for security password, letting users avoid the frustration of the log-in.
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47. pulsewallet
PulseWallet is a credit card terminal with a built-in
biometric palm reader.
PulseWallet users can manage their account via
an accompanying mobile app.
According to PulseWallet, the average
acceptance rate for a scanned palm vein pattern
is 99.99992%.
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48. banco de brasil
Banco do Brasil piloted advanced ATM terminals.
The ATMs recognize clients via a combination of
facial, iris and vocal scanners before allowing them
to carry out transactions.
The terminals can be controlled with vocal
commands, although sensitive information is
entered by touchpad.
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49. nymi
Nymi is a wristband that uses the wearer’s unique
electrocardiogram to facilitate identity
authentication.
Developed by Toronto-based biometrics company
Bionym, the wristband is embedded with a sensor
that can connect with smart devices to facilitate
unlocking or cashless payments, for example.
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50. identification
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51. the value of identification
Watching people allows you to learn from them and establish relationships with them.
Understanding problems and insights has been always important but this year will be essentials to
create empathy and use identification. This is the first step to target relationship.
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52. apotek hjärtat
To introduce a new line of hair products, the
pharmacy Apotek Hjärtat decided to give the
subway commuters in Stockholm a bit of a
surprise equipping the digital screens on the
platform with ultra sonic sensors - smart little
devices that abled us to monitor the train's
arrival.
Upon arrival the short filmclip on the screen
changed, from beauty pic to hair blowing in the
wind.
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http://vimeo.com/87648696

53. SOS children’s village
What would you do if you saw a
freezing child?
SOS Barnebyer Norge set up a hidden
camera and placed Johannes at a bus
stop, in Oslo, Norway.
The film is made to raise awareness on
the situation of children in Syria, and to
raise funds to SOS Children's Villages
is their winter-campaign. Children in
Syria are freezing and you can help by
donating.
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https://www.youtube.com/watch?v=L9O8j9QPZc8

54. experience is everything
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55. experience is everything
Experience is the key that let overcome the
indifference of target
One directional communication is not as exciting as involving people and in this immersive way the
message will remain stronger in users’ mind because they experiment and “learn” it.
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56. ELmstas 3000
To get members to sign up for the horror film
festival Elmstas 3000, the agency took to sending
creepy text messages.
Staying true to the festival’s theme of ‘Home Invasion,’
the agency sent a message from an unknown number
and attached a photo taken outside the receiver’s
house. All the members who were contacted signed
up within two hours.
http://www.psfk.com/2013/07/horror-film-festival-stalking-ads.html#!zbscC https://www.youtube.com/watch?v=n_BUTSedpAs
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57. lg - upgrade your phone
LG Upgrade your Phone is a campaign for
the new model LG G2.
The installation challenges people to
improve their smartphone while the
evolution of the story take an unexpected
change.
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http://www.youtube.com/watch?v=PhtZ-_AZvaw

58. mini - salutes you
MINI launches the “NOT NORMAL”
Campaign.
NOT NORMAL utilizes traditional media –
like print, film and outside advertising – as
well as digital media, to broadcast
emotionally charged images of the MINI
brand and MINI models paired with the
slogan “NOT NORMAL.”
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https://www.youtube.com/watch?v=e5bEB0tmMQI

59. google - ingress
Ingress is a near-real time, augmented
reality, massively multiplayer, online,
pervasive game created by Niantic Labs, a
start up within Google.
The multi-player, map-based game revolves
around energy forces; users are required to
choose a side and ‘battle’ in the real world by
linking energy hotspots to create protected
zones.
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https://www.ingress.com/
https://www.youtube.com/watch?v=PhT1ToPU3WA

60. so, what do we expect in the near future?
• The digitalizing process will be more and more integrated in our lives
• Values will be the fundamental ingredient of every action or message
• People want to be more listened and involved
• The link between simple use and security will be necessary
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THANK YOU
NEXT: We explore the ‘internet of things’ world!
See how it has changed the way we are living!
For questions or suggestions please write to:
whirlpool_emea@whirlpool.com