10 major trends that marked communication in 2016

In a few days, we will prepare to leave this year 2016. A year rich in news, innovations and creativity. As you can see, it is now time to take stock of the areas we develop daily on Creapills: advertising, marketing and more generally technology.

We invite you to discover below the 10 major trends that have marked the world of communication in 2016.

ote: this selection is purely subjective, there are undoubtedly other trends but we chose to develop these 10 points more particularly.

This year 2016 was more than ever the one of live video. Already democratized in 2015 by platforms like Periscope and Meerkat (the latter was withdrawn in September 2016 after months of struggle against its competitors), the live video has appeared on Facebook. And inevitably, when you count on a community of 1.79 billion users (Q3 figures 2016), it is rather effective to democratize the use of live in his community.

First adopted by users, Facebook Live was quickly used by brands and the media. In particular, an ephemeral trend has emerged (which was quickly regulated by Facebook) which involved interacting with his community in real time on Facebook Live using the reaction buttons. Some brands have also found a more creative use of Facebook Live. This is particularly the case of Super-Pharm in Israel who used Facebook Live to inform their community in real time of the best spots to go sunbathing on the beach without getting sunburn. Anyway, one thing is certain: live video, especially on Facebook, still has a lot of good days ahead. It is therefore essential for brands and agencies to continue using this format and to innovate to touch the heart of their community.

More than ever, the notion of artificial intelligence (IA) is at the heart of all the concerns. In parallel with the development of connected objects or virtual reality, brands and agencies have understood the value of apprehending this artificial intelligence to offer ever more spectacular experiences that fascinate consumers.

For example, this year saw the operation set up by JWT Amsterdam for ING Bank. "The Next Rembrandt" therefore sees an artificial intelligence imagine a new painting of the deceased painter, simply immersing himself in his art through a push AI. An impressive and bluffing result, which also proves that between technology and art, there is only one step (but that's another topic we'll develop later).

It's hard to talk about the big trends of 2016 without mentioning Snapchat. Certainly, the social network has existed for a few years, but it is only recently that brands have understood the full potential and interest of using it for professional reasons. Soon, the interest in Snapchat attracted the interest of the giant Facebook who developed "Instagram Stories" , a serious add-on to its social network that comes to endow Instagram with "Stories" , the ephemeral photo / video format introduced by Snapchat.

The ephemeral photos and videos, the format of Story are more and more popular with consumers, and more specifically Millenials. It was therefore important for brands to know how to tame it as best as possible in order to reach this target audience. This is particularly the case of the DIY chain Lowes in the US, which has imagined with the agency BBDO a Story on Snapchat that comes to highlight its core business among the youngest. The agency Marcel in France is developing more and more on Snapchat to better reach young people, as evidenced by the latest operations of their clients Oasis and Nerf.

2016 is undoubtedly the year in which the general public has become popular with one of the most popular technologies of the moment: virtual reality. If the Oculus Rift was reserved for initiates and fans of the genre, virtual reality is now accessible to many, including the Gear VR that allows Samsung customers to understand the technology, or the PlayStation VR that combines the Gaming perfection and VR.

In terms of advertising and communication, virtual reality has also won over brands. While some are content to reproduce gimmicks already set up by competitors, to show simply that they know how to stay up to date, some brands have tamed the RV to offer a unique and unforgettable experience. Virtual reality is still in its infancy, we look forward to seeing the new interactions that can be imagined in 2017, for an ever more powerful and spectacular immersion.

Advertising is dead: long live productising. Behind this recent neologism is actually one of the most fashionable advertising trends of 2016. Productising can be defined in a very simple way with a product that comes to translate advertising messages and values ​​of a brand.

The idea is to extend the advertising experience, well beyond a digital operation, street or ambient marketing. This is to create a real object, technological or not, which will come to support the communication of the brand to reinforce the virality of an operation. For example, the maturity of the Buzzman agency on the subject, which has created a new specialized subsidiary called Productman. This new agency has especially imagined a "product-marketing" for the Ubisoft client: the "Nosulus Rift", a virtual reality mask that reproduces the smells of farts.

2016 was a year marked by politics. Beyond the elections that are slowly getting ready in France for 2017, it is mainly the US presidential elections that have shaken the world. It must be said that Donald Trump was not a candidate like the others. This real showman, who fascinates as well as annoys, has proved how well a well-honed communication strategy can win an election and thwart the forecasts of the best experts.

Hillary Clinton and Donald Trump have more than ever exploited the digital and social networks to serve their campaign. For example, Snapchat has created location-based filters to promote the Trump campaign, or Clinton's face filters. An election campaign that has inspired brands and agencies, as was the case with Netflix who imagined the promotion of Season 4 of his series House of Cards by imagining a president Frank Underwood beautiful and real.

The packaging has restored its acclaim in 2016. A beautiful packaging, aesthetic and attractive, is not enough to sell a product. In contrast, a classic packaging no longer allows a brand to stand out from its competitors. The era is indeed to innovative packaging and visual, who know how to mark the spirits and intelligently support the message and the values ​​of the product that the brand communicates. Finally, we are not so far from productising with this trend.

But if packaging can also be useful and serve a unifying cause, then it is even more successful. This is particularly the case in the United States of the brand Saltwater Brewery, which imagined in collaboration with the agency We Believers an ecological and biodegradable packaging for beers. The latter dissolves in water and turns into food for the fish.

Good advertising in 2016 is an advertisement that surprises the consumer, gives him emotions and touch to anchor the brand message in a sustainable way. A beautiful advertisement, without any emotion, will produce an effect "waouw" ephemeral but will not last in time.

Brilliant campaigns have been able to play with these values ​​to reach the consumer. We think in particular of the campaign "Evan" set up by the association Sandy Hook Promise to raise awareness of armed violence in schools. A brilliant spot that requires a second viewing to understand all the subtleties.

But the campaign that has played the most on the surprise effect is undoubtedly "Louise Delage", set up by the BETC agency for the association Addict Aide. For several weeks, Instagram users were able to discover the profile of Louise Delage, a beautiful girl quite classic in appearance to a detail: alcohol is hidden on each of his photos. In reality, it was an operation orchestrated by an association that fights against addictions.

Today, if the advertising wants to reach the consumer, it is important that it comes closest to the consumer to identify him in the message of the brand. And today, the consumer can put on all the costumes: he can be a man, a woman or a child. It can be perfectly valid or disabled, it can be European, African or American ... In short, the brand must know how to adapt its message to reach every type of consumer.

We will remember for example the brilliant advertising campaign of Ax "Find your Magic". It comes to prove to the consumer that he has his individuality and that he must not change it. Ax comes to help him play this difference to seduce and impose himself in society.

But the brightest campaign in the field that we remember comes from Channel 4. Imagined during the Paralympic Games, "We're the Superhumans" Come and tell us about the athletes and their disabilities that are proving to be a unique strength.

Finally, last but not least: Art with a big "A" that came back into fashion in 2016 with regard to advertising creations. If advertising can be considered as an art in its own right, we are talking about coming back to the sources: painting and drawing. Brands and agencies have more than ever paid tribute to the most famous artists. For example, the case "The Next Rembrandt", who used artificial intelligence to imagine the new painting of the late painter Rembrandt.

But we can also talk about the surprising operation of Airbnb, which recreated in Chicago the famous room of the painter Van Gogh. The illusion is complete to the point of not knowing if one sees the true painting of the author or a room which is strongly inspired by it. In short, the old artistic works return to the taste of the day, and the brands knew how to exploit this tendency to communicate and to touch the greatest number.

As you can see, 2016 was a year full of innovations and innovations in communication. We have noted here the points that seem most relevant to you to expose a creative synthesis of the year. Now, we can not wait to start 2017 and discover what this new year has in store for inspiration!

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