PULSE17 - DE 10 STØRSTE TRENDS

Good morning and welcome to the webinar. We have been looking forward to coming here today. My name is Anne. I am a strategic planner at Denso Aegis Network here in Aarhus, down at Aarhus Boulevard. And I have brought Julie with me today, who is in the strategy department with me. Julie is also a strategic planner. And we sit here every day, together with this PULS study, POLS 17, which is the ten biggest trends that we see in terms of marketing, media, communication and consumer behavior. So it will be some of the biggest in 2017. And it will be some of the things that we need to plan for our efforts, whether it is in terms of communication, marketing or other fields, so that we can all use this to plan for the future. And that is also why I brought this heart-throb to the start. Because it is one of the things that PULS can do. Because it is where we are out and about to take the temperature and the pulse of what is happening in the market right now at home, but also internationally, that we need to pay attention to in relation to our planning. Beyond that, we are also in the strategy and analysis department with a number of other analyses. And one of the things we are also doing is that we are going out and using this specifically for our customers and see how you can use this in relation to Arla, in relation to if you are a marketer. How can you use these trends in your business? So it is probably also some of the things that you will see that will come to you and spark in the course of the next year, but maybe also just before the coming year. So that is something we will take with us today. When we are doing a bigger PULS trend study, which we do every other year, we are not just sticking a finger in the ground and saying, oh, we just saw someone down the street who did this, and a TV program where we saw this. That is not the way we do it, where we just stick our finger in the water and follow what we think it is. No, it is based on statistical research. We spend several months, actually a whole year or half a year, on research. What happens statistically in relation to our database, where we can draw knowledge about the Danes, their media use, their interests, their behavior. How do we see an improvement there that can be interesting in relation to this statistical research? After that, we also spend a lot of time looking at blogs, on Facebook, on Instagram, on news media. What is it that is moving out there? Which we also have to consider, what is it really, in relation to what we can see, what is happening statistically, but why, what is it really moving out there? That is also something we look deeper into. And then we have a long range of experts at DanesOIG's network, both here in Aarhus, but also in Copenhagen, and also worldwide, because we are actually all over the world. So that is also something we spend a lot of time on, going out and asking them, what is it that is coming right now, what is going to happen on the market, what are you thinking about in relation to your specific area, what do you see happening there, which has, among other things, meant that we have taken a step forward within the tech sector. And lastly, we are also looking out in the market, not only at DanesOIG's network, but also to see what is actually happening out there right now. What do academic experts say, how do they think we are moving in terms of consumption today, and how can we use that in a marketing, communication, media context? And it can seem a little fluffy, what does that mean, how long have they actually been using it? So we have sat down and tried to calculate how long we have actually been using it in relation to these different fields. And we have been on around 5300 websites, 1800 hours of desk research, and 3200 case sites, so it is not that easy. And we have chosen the best for you today, so we hope you will lean back, enjoy it, and then just let the inspiration flow through you in the next hour. And we will be running through it quickly. Normally it takes two hours to go through these 10 trends. We have an hour and a quarter today, so there will not be any breaks, but I hope you can keep up with it, and then we will just run through these 10 trends. What is actually interesting for this year is that we have one overarching trend we have chosen to be this year's overtrend, which is called the Experiencer Journey. I will tell you a little about that in a moment. Because this year will be about experiences. It will be about the consumer journey, and how we make it stronger in relation to the experiences that are in relation to the consumer journey. In addition to that, we have nine other trends, where we will be looking at the eight of them, in relation to how they can be part of strengthening the consumer journey, strengthening this experience with the consumer, which is essential in 2017, but also in the years to come. So there will be both broad trends that will depict a trend. We will be looking at the development of society, consumer trends, and then we will also see that there will be some more media-specific trends. Because it is not a secret that we also originate from media use. So we have always had this thought when we went out to look at these trends, that there are also some media where we actually see that something really interesting is happening, which we should take into account in 2017. So there we will also see that there are some more media-specific trends. But I will start with the first headline, which is the trend, the Experiencer Journey. Because some of what we see here in Aarhus, now we are sitting in the first floor, where suddenly you really find out what it means to go to the library, what it means to park your car, what it means to just get a regular meal. We see that suddenly that many of the brands that are going through, are the ones who are also able to really find out and create experiences in relation to a meal, not just a meal. So when I go down to Street Food Aarhus and get a meal, then the whole experience I get, the whole impression I get in relation to the experience of eating a meal. This is also something that we see in relation to these, for example, meta-search offices, Airbnb, Momondo, which also begin to think these experiences into, where we find out the entire consumer journey and not just the specific purchase. And this is something that we simply have to think about when we think about the consumer journey. Our own CEO, Jerry Bullman from the Swedish network, has a very interesting story. He says that the reality is that consumers are changing, and we have to reflect those consumer changes. Trust in brands and advertisers used to be based on beliefs. You would create a belief around a brand promise, but nowadays people don't trust in beliefs, they trust in experiences. So as consumers, we are simply done with accepting these very linear, direct materials on TV. We want experiences. We don't just want one for many, but we would like to have experiences. We want to have the personal contact, the personal experience. So how can we think this into the consumer journey? Because one of the things we see is that we have for many years been following the AIDA model, consumer journey, but one of the things we see is also in relation to this consumer journey from awareness to loyalty. This is not that simple. As consumers, we run out and into the consumer journey. Some start in awareness, others are actually in loyalty, but we run out and in. And we know that very well, even when we are out shopping, when we go down to the store, or maybe a whole store. That it is not that simple. So one of the things that will be important in the future, is that we think about this experience around the entire consumer journey. So whether you are in the awareness phase or in the loyalty phase, it is this experience that you should experience, no matter where you are in the consumer journey. And it can seem very simple, but it is still very complex when we think about it. So it is also very important when we have competitors who are also starting to talk in the awareness phase, there will actually be some drop-offs here. And we can start with the experience and be able to gather them up again, right in the consumer journey and bring them that way again. An example is that Julia and I, we both went out to buy the Easter basket here for Easter breakfast. And I had this H&M app, so I was actually already a customer at H&M, and they had all my notifications, they even had my bank notifications. So I just came to click buy, you know, you just put it in the basket and then you think, then you can just consider it afterwards if you want it. And if I had bought it, I would have already bought the Easter basket. Whereas Julia, she has to go with her family down the street and just feel and feel before she even takes a stand on whether she should buy it in the store or if she should go home and buy it afterwards. Here the point is that regardless of whether you are in the loyalty phase, as I was in terms of buying the Easter basket or as Julia down the street, then it has to be the same experience you should have of H&M as a brand when you walk down the street. And it is the same we have to think about as a brand today. Because it becomes essential. When we have a lot of brands that want to talk to the same consumers at the same time. So one of the things I want to do now is to say, because I know this trend is a little bit theoretical and a little bit complex, but one of the things I want to do is to say, all the time going back to the consumer journey and say, where is it that we can create these strong experiences with the consumers in the other trends that we have in common, which are some of the suggestions we have on how to strengthen this overtrend experience journey, which is extremely important. And the first of them we have chosen to call Try Me. Because one of the things we also see as consumers is that we remember the history of Hans and Grete, Askepott and the Pancake House. We just remember it much better than we remember statistics, data or when our boss would like to tell us something we should remember and say to the next meeting. In fact, we remember it. We remember it ten times better than we remember data statistics and so on. So one of the things that is really important is to be able to communicate this history. Because one of the things we also see is that there are so many competitors on the market, there are so many distributors of the same products that all want to tell the story to the consumers. And that means that storytelling has to go up to a whole new level in relation to what it has been. Because when we look at the consumers today, one of the things we see is that they want to live the story for a brand. They want to feel what it means to live in the same brand that they are willing to buy. Daniel Newman, who has also been involved in a number of studies within this field, has also come out and said, We live in the age of experiences. People want to feel like they live the story, not just read it. So this is about taking the step further to don't tell it, show it, but also feel it. I want to feel on my own body what it means. And buy a brand. We will take some examples of what this actually means, because we can see that the consumers are actually the longest after. It is Jaguar who works with this Actual Reality. And it is a bit interesting because we actually have a case later where it is about VR glasses. And that is exactly what they go in and play with here, where they say that the real reality is actually even cooler than the one you could experience in virtual reality. So they put up a stand where you could come in. And then you could try their Jaguar in a virtual reality version. They thought so. Until they actually came out on the real stage without even knowing it. And you can see that here. So this is the Jaguar F-Type Simulator. It is just sitting on a six axis hydraulic platform here. Roll you around, lift up, down. Once you are wearing this helmet, that is really going to simulate exactly what it is going to be like on the track. Make sure you brace yourself. Good luck. Okay, clean and we are going to start the ride. Welcome to Jaguar Virtual Simulator. Are you ready to experience the power of Jaguar F-Type? Have fun. I'm a technician and I listen to the car. And if I didn't know better, I would think that I was in a real car. Acceleration off the mark is just insane. When I used to race race cars, I kind of have a feeling of how going in speed feels. It doesn't feel like a simulation. You don't get that acceleration, you don't get that pinch and turn from a normal VR experience. How'd you have that experience? Amazing. It was unbelievably good. No, shut up! Don't lie. You're a sh** man. Did you actually drive me around? Did I really go out? No, I didn't, did I? I was just on the track. Yeah, well, I think you explained quite a lot. How was it going? What an amazing car. Can I do a kiss? Do you want one? Yes. I hope you all got a little bit of an impression of what it's like to drive a Jaguar. What a rush it is when you're sitting in a Jaguar. It was a little bit over-meaning. It might have been just... 10-15 people who got to try the Jaguar. But they got some really, really important content that they could spread on social media afterwards. So that everyone could get a sense of how real people feel about driving a real Jaguar. So this is not only Jaguar itself that tells it, but we actually get ambassadors who tell it from their point of view. Where they actually thought it was a completely different experience they went into. And then it turned out that reality actually went over to virtual reality. So that was one example of how Jaguar actually used this. And then there was this trend that users wanted to get closer to the brand, closer to the products and feel what it means to drive a Jaguar. Another example we have chosen to bring is the Swedish outdoor company Peak Performance. Which made this campaign called Catch Magic Hour. Where they just took the step further and said, okay, we know that users want to feel what it means to be part of Peak Performance's DNA. There are actually some out there we share our DNA with. How do we get them to know and how do we use them as ambassadors for our brand? So they set up a challenge where they asked trackers and people who were enthusiasts in cycling, everyone who shares this DNA about outdoor sports, where they had to go out and find these magic places that were all over the world, where they had to use their mobile phones to find these magical places where a pop -up store would open at a certain time, where there was a completely magical moment. Where there was a sunset or other magical moments that they had to go out and find. And at that point, the pop-up store would open. So they had to see how Peak Performance was able to get them to feel the brand on their own body and subsequently also use it strategically. Rewind here. So peak performance were released in the pop up stores. They released fake neurons and scrubid cells used locally with actual DNA tests. cribed in → � ridiculed andều return rent tots PeqPerformance you made sense. Not only did the influencers understand it, but also the viewers got an idea of what peak performance is and what they should be doing. So it was a way to think it through and let the consumers know about peak performance. So when we look at what we can use this trend for, it is not about being afraid to experiment with new ways of showing your DNA. No matter what type of company or organization you are, you have to dare to show what you are made of and how you want people to feel. Especially your corporate brain, where you don't have any products related to it. What is the story, what is the feeling I should have when I think about Aarhus Municipality? What should I think, what should I feel, so that we can differentiate ourselves from others? So telling a story that is not only about the company, we have been very much aware of before. So one of the things we should do is dare to tell a story. It is about me. One of the future institutions has been able to say that the future of the company will be about me. Those who have an existential responsibility are the ones who are able to tell the story about me. So for brands it is about putting the consumer in the head of the story. Because it is exactly there that you get your existential responsibility and that is where you differentiate yourself from the competitors. And with that we will move on to Julie. Yes, Mr. Tølle, you are called Tech Care. And for you who have been here the last few days for the interview, we know that technology is moving forward. It is building on everything, not just something like VR and open-minded reality, but also robots. Robots that just came to sleep in the 80's. The movie we are talking about today is just a truth and something that we will see rolling out in the next few years. And Tech Care is about how we can use technology in our everyday life. We have such a tough time. And we have to achieve so many things. We have to get a full-time job. We have to have good parents. We have to be able to do some motions. And then we have to be a good daughter or a good mother or a good friend at the same time. It is really difficult. That is why it is great that technology is now out there helping us in everyday life. One of the things technology can help us with is these self-driving cars we have heard about. If we have a car at work and the car can drive like a car. Then we can just work while it is super smart and it is a way to make it easier for us to be human. There are also several psychologists who have been out there saying that people have actually reached a state where we can no longer do it. We are so stressed that we can no longer do it. That we are not designed to be able to move more or think more. So that is why we as humans are also starting to be more open about technology. And that technology can help us. We also have a lot of researchers who are simply investigating how we can make robots that are not scary. Robots that can come out to our best mother and play with little pets that can not be visited. Or robots that can be a little helper at home and clean the house and cook. And that means that they have to have a special oral form so that we do not think it is scary. So it is something that is very much on the line. And in fact, we have an investigation that shows that consumers would like to be helped throughout the entire consumer journey via technology. Back to the second thing, this consumer journey we started from the initialization to starting to research about a product. To decide what we should have and where to buy it. So that we actually buy it and maybe buy it again and again and again. Well, there is actually technology that can go in and work and buy what we want to have. And in 2013, 38% said that I am actually ready to help if we find the right product, easily and easily. And that is 61% who say in 2015. And that number has been isolated since 2015. So therefore, TENC is one of the biggest trends in 2017. And we have an example here with the B-Curl, so that it can help the consumer in the consumer journey. As you walk, your eyes process terabytes of information about the world around you. Your subconscious is constantly scanning for recognizable objects and locations to give you context and help you navigate. But if you close your eyes for a moment, you can only walk a few steps before your brain loses its context and forces you to stop. It's a powerful computer, but it's completely blind. Last year, we introduced Estimote beacons to solve just that. They are small sensors that can be placed anywhere to provide context and micro location to any smart device. Now, we are introducing Estimote stickers. Tiny beacons with built-in accelerometers and temperature sensors. You can stick them to any of your favorite objects nearby. We call them nearables. Using stickers in our rich SDK. You can build a new generation of amazing context-aware apps. For example, if you stick one to your bike, your phone can automatically track your routes, record where you left it, and even detect motion if someone moves it. Or, how about an app that can turn on an alarm clock only when you need it? You have a 9 a.m. meeting on your calendar, and thanks to the sticker, your phone knows that your context is still the bedroom. And since traffic is backed up, it wakes you up a few minutes early. What about when a customer picks up something they're interested in? Because the sticker can sense motion, they can be presented with relevant information about the color options, similar products, or specials. Then, at the end of the day, a store owner can see what products customers are interacting with most, and use that info to fine-tune promotions and sales, or make adjustments to the store layout. The potential applications are endless, even something as simple as an app that lets you know when you forget your bag when you leave a coffee shop. Join thousands of developers worldwide. And build your own apps for Nearables. Order your sticker development kit today. Estimote. Reality matters. Yeah, and these Nearables, they don't cost anything in the world of development. They're good for other brands, and I think, how can we take these small Nearables into relevant force brands? And if you don't think that this thing about the world of development is scary enough, what are you going to use it for? I can just tell you that Amazon has developed a big brand called Echo. That means that if I put this thing on, I can say, if I'm talking to Siri, Echo, I'm a little tired of coffee, can you get me some new? Sorry. Just with the voice, if you're home, sorry. Echo, do you have any coffee for me? Echo, it's Mother's Day, I met. I gave Mother's last year, and can you get me some new? Echo is in favor of that. So Echo can simply go in and take all my small challenges of everyday life via technology. And that means that I don't go into the supermarket and consider what kind of coffee I want. It means that I don't go into the store when we're searching for this postman's skirt. It simply means that I don't go out on the bus route because I just have to talk to Amazon's Echo. And Amazon, they have free delivery in Denmark. So it means that it's a huge deal to get a lot of grants in here and get grants in general in Denmark. If it's true, we just pay all of Amazon's year because it's easy. And she's got a lot of fun with that, even when she's busy with her work. Another example I want to mention is Chatbots. Chatbots has become really big here in the first months of 2017. I don't know if any of you, among other things, have ideas or news where you can go in there at 8 pm for a new year's eve, and then you can say, I'm interested in this, I want to talk about it, or I wasn't really that interested in this. But it's a whole new way of servicing. Several business owners have also started to get the idea of writing, we'll get help to see what we need to sell, where we're going to go. So it's a kind of new customer service. And we've also just given an example of these food networks, Chatbots, which we help with how to bake an apple pie, for example. So it's a kind of different examples of technologies that help consumers in everyday life, and how you can think about it in relation to your brands. So it's about being there, where all the consumers need it, and then be aware of creating help when they need it, with technology. Those who are able to understand consumers and develop some technology, or at least use it actively, they just want to win the competition here for the next two or three years. So it's just about getting started now, and sharing your ideas on how you can use it. Good. So, the next trend we've chosen to bring down. It's a little different from the one Julie presented. Because Julie presented how technology can be a tool when we have a very, very busy and busy everyday life. In the long run, we also see that there are a lot of consumers who also expect more from us, and more from brands. Because they expect that when they walk up to the church with a brand they've chosen, and are in the same shoes, they expect that you are both with them in the process, but also in the opposite direction. We actually see that consumers are leaning back to the honest conversation with brands, with organizations, about who they are and what they can offer. We actually see that 80% of consumers today think that the content is authentic, and that it's the most important factor in the decision-making process to follow a brand. So this is also about us starting to see a flowering of companies, brands, and communication, that come together and actually speak out loud. And that's also something we see in a flowering of, for example, something like Snapchat, which also shows the very honest, raw, and uncouth image. It's what we lean back to. We lean back to those who dare to speak out loud and show that they really know the lives of people, and what it is that we need, and what is our new technology. What are our needs and our pains. One example we have taken with us today is IKEA, which is just about getting into this tone that says, we shouldn't just be there when mom and dad move together, we should also show that we are there for mom and dad and children. When the cross-border hits and we leave each other, then we should also show that we want to be a part of real human lives, and show that IKEA can be a part of both mom and dad's lives. I'll show you that here. IKEA says, where life happens, whatever happens. IKEA also chooses to say, A, place for life. When you say A, place for life, you also say B, and you acknowledge that cross-border is an undisputed part of modern people's everyday lives today. So that's something we have to address. We have to show that we are there, too. When almost every second or third Danish person decides to go to City Pafferhølle, then we have to be there and show that we can be a part of that. Another example we have chosen to take with us is this one from recently, where 26-year-old Patrick chose to walk all the way from Copenhagen to Aarhus, and he said that he didn't go unless he was in a relationship. So this movement towards loneliness, we also see a movement that is moving, that brands and companies with benefits can take in and say, we would like to be a part of that. Loneliness is also a natural part of modern people's lives today, because we are sitting at home in front of the screen, and can be so distanced from each other, and a lot of people feel lonely today. So there is something to it. Why is it that brands don't dare to take that fight? You actually get credit for going into this fight, because the users who are sitting on the other side, who can suddenly identify with the world, with reality and with you, in a completely different way than they would otherwise have done. So this is something we see, where companies in greater degree are starting to get lost in this, and start to say, we would also like to be a part of the shadow side of life. Because that is what real people are. So how can you use this trend? It is about being with your consumer, both in the process, but also in the process. And brands should dare to portray life as it is. Something we also see is that Ford, for example, has made a whole short film, a five minute film in the script, which does not mention Ford at all, but rather portrays the role of the car in a shadowy life. So the whole film is about how the car is just a natural part of the bringing and taking between mother and father. And that is something we see in greater degree, and it is also something that especially car brands dare to look into. So it is about taking in, also where life hurts, and trying to show that you know what is really affecting people's lives, and see your product, see who you are in the context of what is happening in real life. We know that, and we can take that in, and we can use the life situations to be honest and authentic about it. And that is what appeals to consumers today, and that is what will appeal even more in the future. We move on to the next trend, which I hope you will be able to see. We will go a little faster, but we will go through it. The next trend is about live streaming. And actually it is like this, it will be live streamed so that other people who are sitting at home can follow along. They will be discovered, they will not feel so bad physically. It is the biggest trend right now within the micro-group, it is live streaming. And I see that it started in about 2016, and it has just started to come forward, and now it is a big deal. So there is not the general aspect of social, where people are running in many, or doing something, or coming many times, or something like that. So people are using live streaming. And live streaming works very well, because we have this with us, we like it in the present, it is real time, because it gives a feeling of authenticity, it gives a trustworthiness. It is also the case that our prime ministers, among others, also in New York City, and live streaming, because he said, it gives us a little more nerve. And this nerve is a really good one to get rid of. We get, in general, 15,000 visual advertising services every single day. So how does it give us as a brand, or as a brand to communicate, if we want to be more or less the same, you can do that via live streaming. At the same time, we have many discussions about authenticity, but what we just have to say now is that inner-ness is the new form of authenticity. It is that you get close to, and you are close, and you can do that via live streaming. It is quite easy, there is a way to go in and be more real. Then there are simple practical things, like if you want to go live streaming on Facebook, then you can go to the top of the list, that is to say, get some free reads, that is, reach out to more people for free, just because it is live. If you do it on Instagram, then you will get into what is called service, and there you will also get to put force in front of everyone, if it is live. So you can get your marketing budget, reach out to many more people, just because you choose to do it live. So that is an argument for doing it. I have an example of how you can make a live example, which is super simple. It is much better. They simply chose to film a man sitting and wearing a chair. I have a video of it. It is simply as simple as this. We filmed him for over an hour. Isn't that insane? There were more than 13,000 people who came in for a little over an hour, and just sat and watched the man sitting. But the people who want to have it, are of course people who are interested in how to do it. If you do this, then you can hang it. Then there is perhaps a background, where you sit with another screen on the side, but you sit and follow it and think it is super cool, because it is new and it has this nerve. Another example is a video from last summer, where the kids were at the party, and the kids wanted to win and empty a small shop in one minute. And it was like, how do we get this out of the way? And they always wanted to play with the camera. And we also have a little snapshot of where you can see, that the girl, she says she gets gold in a minute, then she will, in a red shirt, then she will simply empty the shop, and it is a handheld camera. And then as she sits there, oh, she fell. Then she starts to get excited, because it is getting exciting, what is she going to do? And she falls again, and when she is not, and why does she choose to buy chocolate bars for 5,95? When she could take something home, the car would have been stuck in the water. So simple can be done. But if you think about the range of the movie, if you think about what it is like to be a real person, under this kind of film, which for example, you can't go, you know, there was a girl at the end, and she was in the water, and what did she choose to buy? And as you can see up there, there are over 33,000 shows, on such a simple screen like this. It's really good. But you can of course also do it, and I'll just rewind it as we start, you can also do it, to Super Bowl, this year, Super Bowl is the biggest advertising event, it is the most expensive and advertised museum in the USA, and it is the coolest production, and the sneakers, they have always said, how can we get out of our advertising, they have always said, we will get you many, many, many million viewers, simply send live, we will send our advertising live. It has been a huge hype up to Super Bowl, where they built a set of scenes, and displayed small things, like what a star plays in the ad, and what else it is about. So there is a huge expectation, for this ad, and it is finally in the Alley, where there are 21 trees, and this one is actually in the entrance. Again. I play the game, and the problem is, that I see the payoff, active, but it is very difficult, I have to avoid, my hands, and I can't send it. We also play this with, it can go wrong live, the whole world is in chaos, fortunately it is planned, but when it goes wrong, it is not always live, and there is a hype afterwards, about how much it is planned, how much it is not planned, of course it was planned, that it was not talked about, but this is simply the ad, that will win, so many award shows, over the next few months. So it was a much smaller version, but also how cool it can be, and you just know, when Superball takes it up, then it is because it is the new marketing trend, this live streaming. So what you have to take with you from here, is that you have to know how to use live streaming, you have to ask your users, how do they get in, and interact with the content, you have live streaming, you have to think about live filming, new launches, and then you have to remember, and think about, that it just gives a brain, a depth, an intimacy, that you do not get in other ways. So I think that is something, that many of you are making, some live videos, over the coming time. And with these words, we will end. Thank you. See you soon. Yes. Yes, so in continuation, of Julie's little talk, about digital, and that we are starting to know ourselves, digitally, in relation to live streaming, then we are actually also starting to know something, in relation to this gaming universe, in relation to virtual reality, in relation to when we thought about, then this is one of the elements, where we have talked about for many years, how can we reduce this episode, from being in the phase of inspiration, until we actually go and buy something. And it is actually here, in this universe, that we can actually collect it all, where we can both be inspired, in a playful way, but where the purchase can actually happen, in the same thread, with being inspired. I think that many of you, have probably run around with your phones, and searched for Pokemons, up at the music house, or maybe other places, where there were some of the really good Pokemons, and that was perhaps something, that needed to be done, to get us out of the ramp, because we saw at least here, until Christmas, that it was one of the first times, where you could start buying, virtual reality glasses, really cheaply, and you can also see, that Danish Supermarket, actually for the first time, also buys this one of their sorties, where you can buy, these virtual reality glasses, and you can also start buying them, when you buy a Playstation, for Christmas. And one of the things we see, is that we expect, that the sale of virtual reality glasses, will go from in 2014, it was 0.7 billion, to in 2020, that it will be up to 146 billion, so this is one of the things, where we really see, that we expect now, that it has been at a stage, where we see augmented reality, has been at a stage, where researchers have talked about it, for a really long time, but where it has not really, got this revival yet, in relation to what it is starting, and also accelerating, in relation to we are starting, to use it, but there is virtual reality now, we are actually starting, to have the skits, to be able to get it started, and start working with it. A spokesperson from Trillandium, who is also working, in this area, and who has collaborated with Acer, who I will also talk about, they have been out and saying, and let them browse through shops, the way they do it in real life, so this is about getting a real experience, in the same way, that you do it in reality, but you can just do it over distance, so when you are sitting in China, and then you can go shopping in the USA, which we will also see in a little while, so this is something, that we really believe, will accelerate in these years, and as we also see, many of the brands, that we work with every day, are also starting to say, this can actually be something, that you can stand in the store, and look at a sofa, and then see it at home, in your own living room, through virtual reality, but also that you can go, to a shopping experience, in Oxford Street in London, even though you are sitting at home, in Denmark, so this is something, that we really believe, will accelerate in the last years, or in the later years. One of the companies, or brands, that have started working with this, is Acer, who in collaboration with Trillandium, has just made this online store, because they know very well, as Acer, that we do not have the opportunity, to go shopping, and go down to a specific physical store, when we are shopping through Acer. So how could they work with this? So they have actually made it, so that you can go in, and then you can make your own, personal avatar, in my size and size, and then I can go in, through virtual reality, actually go in, and experience the store, see the things, that are hanging there, and try them on my avatar. So it is also a way, to start thinking, this physical purchase, in an online world, how can we be more sure? You have probably tried, to order something online, and when it arrives, it does not fit the size, or it is in the wrong color, is it something, that can counteract this tendency, and make us actually, more willing to buy in, in this online universe? When we look, in relation to virtual reality, and the more tech driven part, of our study, then it is usually a really good idea, to look towards Asia, because they are really far ahead, in Asia. And one of the things, we have also seen, is that on the biggest trading day, November 11, single day, there were sold, a million cars, to China, online. So it is also something, that we are really starting to see, that people are also willing, to buy even larger objects, online. So how can we work that in? This has been tried by Alibaba, where they show their offer, on how a Chinese, can suddenly end up, in New York, and can shop there. Just put it on. The picture is moving. I seem to be in a room. The picture is moving. What is happening? Who is this? This guy is scared. Is this the Times Square? I have been here. I have been here for a long time. Time to go. Macy's. Macy's. The biggest mall in the United States. Hi, and welcome to Macy's, the largest department store. Hello, this is James. I am a small business owner. Do you know where to shop? In Washington, DC. James. James. James. James. James. Howdy. Very Asian. But this is still a beta version. But it's the way it goes. We're trading more and more online. And we're starting to have more confidence to also be able to trade online. And this is one of the ways we can get even closer to where we can see that the online and the physical space actually merge together. Also in the way we make our purchases. And this is something you have to think about if you have a store and want to think about virtual reality. Or how can you be there in relation to someone who's starting to work with it, like Amazon. And how. It's something you have to take a stand for, because it's something that's coming. So if you want to work with this, you can see that both virtual reality and augmented reality, are two great platforms to catch the users in the gaming universe. And use the elements that we've seen in some of these gaming universes, like for example Pokemon Go, where we see that the users are actually involved in and both interact and involve themselves in the game, if there's something for me in it. And it plays in all senses. And it makes the purchase into an experience of other dimensions than what we've seen and what we've created. So I'm trying to imagine that mom and dad, when the kids are put in the cage, and now we can finally relax, then mom and dad can sit and eat their virtual reality glasses, or go shopping in Oxford Street, without it being a difficult thing to do, and you can't even feel their feet, because think how beautiful it must be, right? I could imagine that. So it's also about, for us, from a strategic perspective, also to see how we can ensure that the users take the purchase right where they are inspired. Because then we guarantee, because it's us who deliver the experience, that they get it easier with us, because we give them the more value they seek. And then the purchase becomes both fun, but also that our brand is remembered, and it guarantees us that they look there the next time the purchase is to be made. And with that, we go a little deeper with Julie, with Listen Deeply. It's not a transition. Another big media trend is that we get as many impressions as I said earlier. We search, we have so much time, we go to the cinema, we sit down at the phone, and the only thing that keeps us back, so that we as a marketing and communication people can reach, is the listening. The listening is not so much a concern, for example, because of our circumstances, where you can't play a lot of outdoor sound, just in an open room, but there is another possibility, and that is podcasts. Podcasts have become so big in 2017. Today there are 950,000 Danish people listening to podcasts every month. That is almost a million, who every month at least, listen to a podcast. In fact, we at home, those who listen to podcasts, they actually listen to better podcasts every week. I have seen one of them do that. When I'm on my way to work, I have half an hour, then they can listen to a podcast. When I go home, I can listen to something else. And that is a blend of professional podcasts, it is mainly news, and it is also fiction. You take a report to listen to, and you can listen to it in your ears. And that is almost half a million Danes doing that. And what is also great about podcasts, is that you get a lot of personal experience, and a lot of personal experience, because your focus is so much. You hear it, it's like a radio, you are focused, and you are deeply, more deeply into it. It is not something fragmented, where your attention is either right or wrong, and you can get away again, or on Facebook, where you scroll along. Here you give your attention, if not 100%, or 95%. And an example of a podcast, is called Otsik, which has a real football podcast, where you enter a big match, or to a music finale, then you can go in, and there are some orange eyes, and you turn around, and you are ready to go, And there, Otsik has chosen, to go in and, and to contemplate this, with the yarn. Welcome to Mediano.pl. This is Mediano's weekly magazine, presented in collaboration with Otsik. Otsik is our partner, on these broadcasts, and therefore there will be, a play suggestion in the program, where it is relevant for the conversation. It has obviously become popular, to make new reactions, here in the country, so here at Mediano.pl, we have founded this week, our own little three-chill reaction, based on Jesper Simon, what is there to comment, please go to our networks. Yes, and then it continues like this, and it is simply a new way, to do it on, Anders Brangmund, and Anders Søren Madsen, have made a podcast, called Anders & Anders, which is sponsored by Blokkoster, Monikaardobranken, Christian Bjerre, and Per Fattentoft, are sponsored by IRMA, and we see that, it is a lot that makes sense, those who know Monikaardobranken, they are very cultural radicals, and have a lot of expertise in ecology, so it is not IRMA, but more, it is also a good idea, to always control, a football podcast, another example, I have made, it is Morten Reisen, you know him from season 2, but he quit his job, and has now started, a company called Govill, which is called The Projected Friul, and what Morten Reisen, has done, that is quite genial, is that every other week, you can follow him, in this podcast, as a start-up, and what are the challenges, you face, when you are in the project, and what do you have to think about, how do you get your idea, and get money for it, how do you find someone, who can develop it, what is it you want, and so on, and it is a really exciting, and at the beginning, he had a company, here in Ålesund, The Glemmerne Ampel, to sponsor, they gave 5,000 kroner, in return, to be mentioned, in the introduction, and in the work trust, but what he concluded, was that, The Glemmerne Ampel, as an experience, has very little to do, with agriculture, and high-tech, it is Danse Bank, Danse Bank, has a development, that helps, in every way, to get started, and it makes, a really good impression, on where the business is, I would like to go, to Danse Bank, and have a collaboration, there, so they did that, you can hear it, in the episode, where I recorded it, they are sitting, in the meeting, that they give, 12,000 kroner, per episode, they are very good, and if there is, even an episode, where it does not make sense, that I record it, then they just dream, it must be a good thing, and it must make sense, but he then calls, to his bank account, where he becomes, a bank friend of mine, and asks, how are you doing, with the money, or now I have got, a practitioner, who should not run, and should I keep it, or should I have, a new, constituted, and then he calls, to the bank account, in the podcast, as a completely, natural part of it, and it is simply, the new thing, that I have to go, naturally, and be a natural part, of the podcast, so what you can do, is to thoroughly, investigate, which podcast, whether it is, about health, or it is about sleep, or it is, how you can get on, where is it, that we can go in, and make a collaboration, that makes sense, and we are out, and then reach, to where you can, get a half million, Danes, so it is, really, quite simple, this is, that podcast, should be used, to effectively, frame, one of the, specific, target groups, and that you should, use it, as one of them, for native advertising, and then, it is about, this, we should not just be, top of mind, we should be, top of heart, and top of heart, that means, that it is, relevant, and that it is, that it can, play, in this podcast, where the user, actively, has the opportunity, to listen to the podcast, and to search, for the iTunes, they have, put it on, in both ears, and listened, to it, and they actually, think it is, really relevant, and that it is, relevant to their, business, and they, they, and that, the path, how, to, and how, to, to, to, to, their, their, business, and that it is, relevant, to, their, business, to, their, We should start making behind the scenes shots, we should start showing who we are and what we look like. So it's not just a logo or some kind of chemical gang, but we actually have some employees, some people, and there are brands for what we do. And then all the words start to feel better about us when we show this personality. And actually we also see that the one you have the most trust in and give the most credibility to, is people like yourself, employees, and it's hard to trust in academics and in a lesser degree an actor, for example, or someone who has just started, but who really has nothing to do with the company. So if you are in a company where maybe you are family-owned, or have a history or something, then go out and tell it and show it. One of those who have done it really well is McDonald's, I don't know if you have seen their acclaim, but they were like, they were really challenged to think that McDonald's is just something where you work between a public school and a gym, and then you go on. It's not a real workplace, it's not a real church. It's an aspect of McDonald's as a professional business, but also creates a pride among the employees who actually have it as a serious career path. I'm going to show you a video now. You're not going to have a real job soon. I'm asking myself when they hear I've been there for 14 years. But if it's to be responsible for a company with 52 super -savvy colleagues and a yearly turnover of over 20 million, not a real job, then I don't know what it is. My name is Michelle. I was hired as a restaurant employee at 25 years old. And where I work, it's not your age that's responsible for the possibilities. If you're good enough, then you're old enough. Yes, this video has created an extreme pride among all McDonald's employees, because you meet some of the prejudices they hear when they meet other people. And it could be completely exciting to see if you have any. And if you have any stories you can tell, then it's not just about creating pride among your employees, and at the same time, of course, using it as a marketing tool. Another example is this one from Australia. It's a company that makes tomatoes. It's a generic product, and there's just a can in the supermarket, and that's it. But how do you give a can a story, a story, and you actually create a preference? So when the consumer goes down to buy these tomatoes, they choose that can in front of the can that's in the side. You can tell them what kind of story is behind the can, what kind of products are in the can. And this company has done that with the hashtag MyFamilyCan. We started this industry under the same scrutiny as what we are faced with when we're trying to grow the product in Australia. I'm 4th generation in this country. My grandfather was born here, and he pioneered this place. And then my father started growing fruit here and I've carried on. My father's worked until he dropped to 87, an amazing, amazing person. I'm sitting here right now, my 86 year old mother is down picking fruit and she's worked like that all her life. She's a very tough woman. We've often worked very long hours, three hours sleep is quite common this time of the year. But when you consider everything, it's really something that we enjoy doing and that's why we continue in this tradition. I didn't initially buy all of this, it was handed to me and it's my obligation now to pass it on to my son and I'd very much like to see him take over. It would be wonderful even to have my father here to see that, I think he'd be very proud. Putting Australian families on the label gives people recognition of the actual people who are producing product. We'll help Australians to understand where things are growing, where they're going, where they're going to grow and where the food comes from. I think it's a very positive step towards supporting families and supporting Australian farmers. It's good. I think that might go on the mantel, please. Yes. No, I think that's it. I think that's it. It's good. It's a bit of an American atmosphere, but it's not that bad. Because they've been able to find history behind these meat products. They've been able to think that this tomato is made from the factory, but in fact, it's made of real people, without anyone having fought for it. And it's great, it's also a charity advertisement, it's been a huge social media campaign, and then the products themselves, the bottles, that you can see it, so they've been thinking about the whole range in the shop. So, let's start with the brand that was sitting there, and show who you are, and what your story is, and think about how we can get our employees to the stage, and how we can create pride, both internally and externally. It gives us something to do, and it makes it possible for the user to choose your brand to come to the stage. So, that was the first question, and now it's time for the last question. Yes. Are you ready for the last trend? Yes. That's good. What Julie was looking at, it was a lot about looking behind the brand facade, and seeing the valuable people behind the brand. The last trend is about looking outside the company's walls, because we also see a consumer trend, in relation to the consumers, they would like to be seen. They would like to be heard, and they would like to be involved. And that requires that you as a brand, as an organization, dare to listen and see what happens outside the company's walls. So, that's why we have simply chosen to call the last trend, Set It Free. What's actually in it, is that we see a generation of millennials, where 41% of them say that they would like to help the company develop products and services. They would like to engage, and that's one of the reasons why they would like to be involved in a brand in the future. When we look at the young diversity, the young individuals, we see that they are 32% of the members of Set It Free. And that is not as easy. It is a lot of us, who have to make увеличising assumptions as we start this information activity. own. and take it in and use it actively for something. We have also been able to talk to PhD researchers at Aarhus BSS, Magnus Gregersen, who are just researchers in this field, in relation to also looking outside the company's walls and taking it in as part of the brand DNA. And he says that we to a greater extent see that brands today let consumers and other external circumstances be involved in determining which direction and expression they want to be in. So it is also a tendency where we see that some of these first movers actually start to take this trend in and work it in in relation to who you are as a company and let consumers get an impression and a say in that connection. One of the examples where we have seen in recent years some who actually start to work with this, is a little funny case from the world of sports, where the German football club Borussia Mönchengladbach was supposed to play a match. I have really said it many times now, but I have had so much trouble saying these words, so I was really happy for you to laugh when I say it. But they were supposed to play a match against Celtic in the Champions League. And then there was a Scottish club in Edinburgh, which is far from where they were supposed to play the match, who wrote that they showed on the pub in the evening that Celtic was supposed to play against Borussia Mönchengladbach. They tried to write, tried to write, tried again, tried to write, and at the end they wrote, a German team. And that was it. And then there were some who looked out on the street and started taking pictures, and posted it on social media. What the German football club did, was that they reacted to this the same day, and were so bold to go in and change their name on their Twitter profile to A German Team. And what they did afterwards was, they were totally sold out in their fan shop, because they were too brave to take something in, because there were obviously a lot of people who had problems with this Borussia Mönchengladbach name. So a lot of people started using the word A German Team. So they were wearing these necklaces with the word A German Team, and still kept the same name. So that's one of the ways we see that a football club took this in, and got a huge success with it, and came out in some completely new ranks, that they hadn't even expected, by also losing in this. And they still use the hashtag A German Team, with a Twitter profile name. Also in other places than in relation to Brains. Another example, which is also from Super Bowl, is Gatorade Donk, who saw a need for, that under this Super Bowl, the winning team, they had to put a bucket full of Gatorade energy drinks, and ice, all over themselves. I don't know if any of you have seen, it's a bit crazy, but apparently a lot of people would like to try it themselves. So what they did was, they made a Snapchat lens, a branded Snapchat lens, where father, baby and dog, could get the health band to be here, and in that way, they actually reached out to people, they hadn't even dreamed of reaching out to, and it got bigger, than they had expected at first. You can see them here. by a select few. This year we not only wanted to let every fan see the dunk, but experience it for themselves. So we created an augmented reality experience, that leveraged the native lens functionality, with facial recognition of Snapchat. The Snapchat Gatorade Dunk went live the day of the Super Bowl, and quickly spread across all social channels. And just like some big game broadcast spots, soon celebrities, dogs, and even babies got in on the action. And by the time the actual Gatorade Dunk happened at the end of the game, our augmented dunk was seen by more people than the Super Bowl itself. With over 165 million views, and over 8 million user generated videos, it was the biggest ad of the Super Bowl. And it never even appeared on TV. It's something that can give a set in some of our customers, who also work a lot with the traditional platforms. But it also shows us that the world is also on its way, to a place where it's actually communication between individuals, one to one. Where the company doesn't always necessarily, and brands and organizations can control, what is being talked about on social media. Because it's actually something that happens under the surface, but actually something that can get even bigger than what's on the surface. So that's something we'll see even more of in the coming years. It's that we as individuals want to own brands, but it has to be on our premises. So that's something that you especially should pay attention to. It's also how a digital element can play a role in the rest of a campaign, and can create this experience across the travel, which is not necessarily something we can see, but just something that happens out there, and allows the users to take over, and thereby also set it free. So if you want to use this trend in relation to your reality, then in general it's just about, if you love something, set it free. Also dare to trust the users out there, and the brands they want the most, because they would like to get involved. And that can actually happen ten times again, if you dare to set something free. Because we also see that the users are fully aware, and they would really like to be heard. So it's also about, that you as a brand, as an organization, must dare to establish yourself more decentral, and have someone who actually sits and listens to, and can grab the balls that are being thrown out there. Because it has to happen right now and here, and it's right at the moment where it happens that it's interesting. But it takes courage, and on the other hand also self-economy, as you could see, and being a part of this. But in return, you can achieve valuable content, which can be used in other scenes, and other co-op events, and other contexts, and can be used again and again and again. We have seen several examples of this, where it can simply just get a new revival, again and again, and then it can reach completely new target groups, which you had not yet realized you had access to, because you are setting it free. So with that, we actually made it through the ten trends, with the headline, Experience Your Journey, which I hope could inspire you, and you will take it home, and can start planning, as to how it is that we, in relation to our brand, can strengthen this overlap, in relation to Experience Your Journey, in relation to consumer growth, and some of these elements, which we can translate, in relation to our brand, in relation to our business, and take it in as a part of ourselves. Then we will be really happy. So I would like to end with a little quote, from Maya Angelou, which says, People will forget what you did, but they will never forget how you made them feel. And that is something I would also like you to take home with you, after today, and our little overview here. And if there is something, that you are in doubt about, something you have questions about, then we would really like to ask them here, but you would also really like to come up, also if it was something in relation to, the company we come from, or something you are interested in, then you really want to look past, Julia and I. We are always at your service. So with that, I would say, thank you for today. Yes, are there any who...