The 5 major COM trends in 2020

🇬🇧  English version

Which communicator will you be in 2020? The We Are COM team unveils its top trends for a year under the sign of "generous communication". If you tick all 5 boxes, well done: you have every chance of being elected “communicator of the year” by your peers. So in 2020 ... aim for 20/20 😀 Come on, we'll share our cheat sheets with you to win you all the best communication rewards in France: from the Grands Prix Stratégies in Paris to the Trophies of the South West COM in Bordeaux, by the way by the Deauville Green Awards.

✅ Trend # 1 Me communicating, I will be a surprising narrator

I promise to be original from concept to release with flawless execution

« Our animal species is only what it is because it tells about itself » underlined Michel Foucault. And you know what ? This is also true for brands. When it grabs the right audience, seizes the right channel, arms itself with the right codes… history strikes and we believe in it!

Elior understood this well, by proposing an extraordinary cyber-security campaign. Hacking Diner (Brainsonic agency) literally traps the employees of the catering group with a fake cinema trailer for a release in France. The device is stunningly realistic. So much so that foreign collaborators wondered about the release date at home! The icing on the cake: the reveal of the Security Director himself.

In a more traditional style, history is written and displayed. This is the successful bet of Pavillon France which, thanks to the pen of Philippe Claudel - with the new Erasure - and a metro poster (bigger than a whale!) Loudly proclaims his passion for fishing (Les gros mots agency). Personally, this creation gave it to me ... (fishing of course!)

And the video in all of this? BIC managed to convince us of this: the annual report is definitely a creative opportunity. With " #Made (s) for ... »(La Nouvelle / Aristophane agencies), we dive straight into the graphic history of the brand. The result is as shiny as it is glossy!

The team bonus  

We are in admiration of the overhaul of Accor's identity (Brand Image agency). An absolutely top-of-the-range renaissance which tells a turning point in the Group's history, revealed in golden letters signed by the CEO and placed on the desk of each employee.

✅ Trend # 2 Me communicating, I will be a discreet facilitator

I promise to promote the meeting ... and to make myself small, very small

What if encounters remained the human factor of communication in 2020? A real keystone at the time of digital, the collective is not just about speaking in public. It is inviting the other to display his value in the eyes of all, instead of monopolizing the word for his own navel.

The bet took place at Pierre & Vacances Center Parcs, which relied on the local ambassadorate to enhance each stage of its customer journey. A daring way toincrease engagement through social proof in a highly competitive sector.

And when it's not the customers, it's our collaborators, the darlings! Whether it is Veolia with #WeAreResourcers (Havas Paris) or the FNTP with #FranklyRespect (TBWACorporate) the employer brand is resolutely turned towards the external by promoting the internal: the talents. Simple and efficient. So " we highlight »As we say at BIC!

In another register, we marveled at the exhibition Behind the Game Ubisoft around the game Assasin's Creed. Rather smart to animate its community of fans through its experts!

But the unavoidable phenomenon in 2020 is of course the 2rd search engine in the world: YouTube. Yes… Renault, La Banque Postale, Lidl Cuisine and many others are coming to life on YouTube, thanks to a new kind of hosts: these YouTubers invited to the brands' channels. After all, dating is also about trust.

The team bonus  

We salute the wealth and ambition ofExtraordinary Factory at the Grand Palais, a complete and well-oiled event to promote jobs in industry to young audiences (Hopscotch agency).

✅ Trend # 3 Me communicating, I will be a spokesperson for commitment

I promise to make my brand desirable thanks to its societal footprint

Gone is the oldschool internet page hidden in the “Our commitment” section. In 2020, societal actions are being co-constructed with marketing to mark the spirits of very real, very concrete actions.

We remember Save Our Species de Lacoste, who played on the scarcity of polo shirts to raise awareness of endangered species. This year, Nature & Découvertes has diverted Black Friday to make it a Fair friday (Disko agency). Clever analogy between price cuts and cash cuts generated 3 million contacts and made it possible to finance 4 major causes of biodiversity.

And when it comes to defending a profession, com wants to be embodied. Greta Thunberg had better watch out for the youngster Victor who, at only 20 years old, traveled across France to include the art of butchery in the intangible world heritage of UNESCO. Extraordinary benefits for a media budget of only… 2.734 €! (Glory Paris agency)

In 2020, the commitment is definitely present, including in the most unexpected sectors : with Dirtiest Porn Ever, Pornhub educates its audience on ocean cleaning through a very personal production. Editor's note: we'll let you find the link 😉

The team bonus  

We laughed in front of the Val Thorens raclette chairlift device, which humorously recalls the safety instructions on the slopes, thanks to the active mobilization of operational staff. A pretty April Fool's Day!

✅ Trend # 4 Me communicating, I will be a creator of immersive experiences

I promise to invent the turfu relationship thanks to digital

In the past, we tried to integrate digital everywhere. Today it becomes a whole; at the same time intelligent, human and convivial. Experiences are getting better, are multiplying. Brands break free from the mercantile diktat and infuse memories, real ones.

On the occasion of the 60th anniversary of Asterix, La Poste invited its Internet users around a social banquet between Gauls (Dunk agency!). 100% live gamification, instead of the traditional Follow + RT, which encouraged participants to tweet as many times as possible to stay at the table. The king ? A trending topic #HappyBirthdayAsterix bringing together more than 13 tweeters in one evening.

The experience is also an opportunity to enter into a one-to-one relationship. With The French Touch by Martell (L'Associé agency), we transform its packaging into a virtual reality headset. And hop ! We discover the production of Martell Cognac as the crow flies.

Immersion, do you want some here! When Ariane Group preparing for the launch of a rocket, the public is invited to be part of History with a large H-tag (Sweet Punk agency). A 360, with rocket photobombs and augmented reality takeoffs.

The team bonus  

We clicked and re-clicked when the RTE company called Electric travel. A 3D game-like reading to explain the group's strategic axes.

✅ Trend # 5 Me communicating, I will be an em-pa-thi-que interlocutor

I promise to speak true to you, public

We can't repeat it enough: our 1st source of inspiration, it's our audience. In this age of mistrust, speaking the truth is a vital function of the brand. In the closet, institutional verbiage, cautious and demagos speeches. Organizations that dare gain ground through their credibility.

A daring bet for Planète Enfants & Développement. By addressing the tight-fisted, racists and machos, the association encourages donation by adopting a different approach : the wrong reason to give (Brainsonic agency). The campaign did not go unnoticed and referred to a dedicated site formally listing 1.000 good reasons to give.

On the prevention side, we took action in front of the campaign #StopTrainSurfing (We Are Social agency) to warn of the danger of the high-risk practice of hanging on to moving trains. If Elior has succeeded in trapping its employees, the RATP has fooled the young sociionauts who are very fond of trainsurfing. The Instagram stories of Johan, Freerunner influencer, sent a very clear message about the dangers of this practice. Interesting fact : the almost confidential campaign made it possible to reach almost all of its target on social networks! In two words: totally affinity.

The team bonus  

We took pleasure in dissecting this connivance poster of L'Equipe calling on associations of ideas to establish its new baseline “All united by sport” (DDB Paris).

In conclusion ?

If you want to be the right student, the one who will have the congratulations of the jury at the end of the year, our best advice for 2020 trends is to tick all the boxes… and not to tick any !!!!!

Get out of the box! The best campaigns are those which assume a creative, editorial bias, which target their audience with accuracy and daring, using their channels in a perfect execution of the “big idea”. Communication is a whole; and we encourage you to invent and reinvent yours. And that's all : )

Join the Club We Are COM 🚀

Le Club We Are COM allows communication professionals to progress together during moments of sharing best practices only between peers, all sectors combined. Objective: an increase in collective skills in particular thanks to a workshop each month on concrete cases, responses to the major challenges of the COM, meetings with renowned experts, etc. Always exchanges in complete transparency and independence based on feedback: 0% self-promotion, 100% conviction.

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