Edges Q3 Update

Analytics & Insights Team

@TBWABackslash

TBWAbackslash.com

What is an Edge?

Big territory

Edge: trends that point to a new behavior. Emerging from combining examples/triggers

Examples/triggers within the territory.

Edges are marginal behaviours that point to broader changes in culture. What could be the McDonald’s proposition for consumers having these relevant edges in mind?

What could be the implications for your brand having these edges in mind?

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LIVE VIDEO

THE NBA IS RELEASING TWO ORIGINAL SHOWS TO STREAM

EXCLUSIVELY ON TWITTER WHILE THEY ARE QUICKLY

EXPANDING THEIR LIVE CONTENT

#STREAMING

360 VIDEO

FACEBOOK’S 360 VIDEO FEATURE IS TAKING OFF,

ADDING A NEW DIMENSION FOR CONTENT CREATORS

#STREAMING

BANK BOT

DANISH MOBILE BANK STARTUP LUNARWAY USES

FACEBOOK MESSENGER AS A PLATFORM TO FACILITATE

THEIR CUSTOMERS

#MESSAGING

VR FOR THERAPY

SWEDISH SWIMMING FEDERATION USES VR TO HELP

KIDS CONQUER FEAR OF SWIMMING

#VIRTUALREALITY

ELEGANT WEARABLES

KALEVALA INTRODUCES SMART JEWELRY WITH GPS LOCATING

EMERGENCY BUTTON AND STEP COUNTER

#INTERNET OFTHINGS

ROBOT BUTLER

THIS STOCKHOLM CLARION HOTEL IS THE FIRST IN THE

WORLD TO OFFER A SUITE THAT COMES WITH AN AMAZON ALEXA

ROBOT ASSISSTANT

#ROBOTS

CREATIVE A.I.

FUELED WITH HUNDREDS OF SCI-FI MOVIE SCRIPTS AN A.I. CALLING ITSELF BENJAMIN

WROTE THE FIRST SCREENPLAY. ‘SUNSPRING’ IS

NOW A REAL SHORT MOVIE

#ARTIFICIALINTELLIGENCE

Image: thedrum.com

DATA SHARING

FACEBOOK IS ACCUSED OF BACKTRACKING ON ITS

PLEDGE NOT TO USE THE DATA OF THE 1 BILLION

WHATSAPP USERS. GERMANY ORDERED FACEBOOK TO

STOP THIS.

#PRIVACY REDEFINITION

Image: nordea.com

HELPING HAND

THIS STORY ABOUT A YOUNG MEN VOLUNTARILY PAINTING A

98-YEAR OLD VETERAN’S HOUSE TOUCHED TEN

THOUSANDS OF HEARTS. ONE OF THE MOST SHARED STORIES

OF THE YEAR.

#EMPATHYAGE

Image: http://villanuttu.net/wp-content/uploads/2014/04/P4270398.jpg

FARM TO TABLE

RUOKAASUOMESTA.FI OFFERS LOCALLY-GROWN FOOD TO BE

BOUGHT DIRECTLY FROM LOCAL FARMERS

#LOCALLOVE

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FARM TO TABLE

THE ANNOUNCEMENT VAASAN RUISPALLAT WILL NOW MADE

WITH 100% FINNISH RYE, GOT A LOT OF SUPPORT ONLINE

#LOCALLOVE

INSTANT FASHION

AFTER BURBERRY AND TOM FORD, ‘NEW’ IVANA HELSINKI

ABANDONS SEASONAL COLLECTIONS FOR 3 NEW

ITEMS ON SALE ONLINE EVERY WEEK

#INSTANT EVERYTHING

MADE BY GIRLS

BREWCATS IS A CRAFT BEER MADE BY 3 GIRLS FROM

TAMPERE. TURNING THE BEER DRINKING MALE STEREOTYPE

INTO THEIR ASSET

#FEMPOWERMENT

BODY POSITIVISM

LINDEX JUST DITCHED THEIR SEPARATE PLUS-SIZE RANGE,

MAKING THE BRAND’S STANDARD COLLECTION AVAILABLE IN ALL SIZES

#FEMPOWERMENT

VEGAN INDULGING

FACEBOOK GROUP SIPSIKALJAVEGAANIT IS

GAINING POPULARITY QUICKLY

#MEAT SUBSTITUTES

DRINK PLANTS

25% OF FINNS DON’T DRINK MILK. NOW VEGETABLE-BASED

DRINKS ARE NOT TAXED AS SOFTDRINKS ANYMORE,

OPENING THE MARKET TO EVEN BIGGER GROWTH

#MILKSUBSTITUTES

WASTEDGOODFOOD

HELSINKI RESTAURANT LOOP JUST OPENED, COOKING

PROPER MEALS WITH WASTE FOOD ONLY

#WASTEPOSITIVE

DRIVERLESS BUSES

HELSINKI IS WELL EQUIPED FOR PILOTS LIKE THESE: LEGISLATION DOES NOT

REQUIRE VEHICLES TO HAVE A DRIVER

#NEW MOBILITY

DRIVERLESS BOATS

WÄRTSILÄ AND TIETO ARE WORKING TOGETHER TO

CREATE THE WORLD’S FIRST AUTONOMOUS MARITIME TRANSPORT ECOSYSTEM

#NEW MOBILITY

BERRY MAPS

INSPIRED BY POKEMON GO, MUSTIKKAGO IS A MAP OF

FINLAND WHERE USERS CAN SHARE THE BEST PLACES TO

PICK BLUEBERRIES

#SURVIVALISM

#NUKUYÖULKONAINSPIRED BY POPULAR

NORWEGIAN #NATTINATUREN EVENT, THOUSANDS OF FINNS

JOINED A "SLEEP OUTSIDE” EVENT THROUGHOUT FINLAND

17/9

#SURVIVALISM

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Sourceso MEDIA

o https://blog.lunarway.com/meet-the-lunar-way-bot-6b38b7dc8c64o https://www.facebook.com/Docventures/videos/1215577711796730/o http://www.psfk.com/2016/08/the-nba-is-releasing-two-original-shows-to-stream-on-twitter.htmlo http://www.roadtovr.com/how-vr-video-is-being-used-to-help-kids-conquer-fear-of-swimming/

o TECHNOLOGYo http://www.hs.fi/tekniikka/a1470967498983?jako=3d2d6e9c2a4f8991ac73933aac6add94&ref=tw-shareo http://nordic.businessinsider.com/this-hotel-in-stockholm-is-the-first-in-the-world-to-come-with-a-chatbot-butler-2016-8o http://www.dailymail.co.uk/sciencetech/article-3634160/Now-sci-fi-Watch-short-film-written-artificial-intelligence-software-named-Benjamin.htmlo https://www.theguardian.com/technology/2016/aug/25/whatsapp-backlash-facebook-data-privacy-users

o CULTUREo http://www.iltalehti.fi/uutiset/2016081222090030_uu.shtmlo http://www.hs.fi/talous/a1471484325963o http://nyt.fi/a1472438640886o http://yle.fi/uutiset/naiset_ryhtyivat_panemaan_olutta_ja_myymaan_sita_panovitseilla/8547234

o SUSTAINABILITYo http://nyt.fi/a1470968182137o http://www.saasyoda.fi/h%C3%A4vikkiruokafestarito http://yle.fi/uutiset/helsinki_rolls_out_driverless_bus_pilot/9099541o http://nyt.fi/a1469590463721o http://www.cleantechfinland.com/-/wartsila-creating-autonomous-marine-transport-ecosystem-in-high-level-programo http://www.hs.fi/kotimaa/a1473914039167?ref=hs-etusivub-luetuimmat-o Oatly: https://www.youtube.com/watch?v=nPTtwsFqwE0