RooM Trend Reports come freshly produced on a weekly basis: they focus
on the big issues that help define our creative and visual futures.
Our specially tailored Reports cover subjects from business and advertising, to entertainment and the arts and
much more. From the thought provoking to the downright bizarre our researchers will find it, package it and post
it for free – if it’s trending of course.
Each week day, starting Monday, we post through our social media channels, daily teasers on that week’s Trend
Report, then on Friday we package up the whole Report and post it here along with a very useful summary and a
handy downloadable PDF. Enjoy.
30
AUG
2013
Cycling - 2012 - 2013: Two Great Years For Cycling
In 2012 cycling was put on the map. The London Olympics saw 18 Gold, 18 Silver and 19 Bronze medals won across cycling events. UK road cyclists Bradley Wiggins and Lizzie Armistead and track cyclist Chris Hoy became national heroes in the UK.
The Tour de France saw a 25% increase in viewing figures in 2012-2013. On-line the Tour de France had 925,000 Facebook fans, 150,000 Twitter followers and 800,000 related apps downloaded.
The increased profile of sport cycling is inspiring the general public and especially children to get on their bikes.
Brands are not blind to this shift in cycling trends. Bicycle retailer Halfords saw a 12% rise in sales of their top end bikes in July 2012, Wiggins signed sponsorship deals with retailer Fred Perry and Sky ProCycling.
Halfords 'Get On Your Bike'
Credits: Halfords
In June 2013 Halfords premiered their ‘Get On Your Bike’ advert on UK television.
The ad embraces the cycling is for everyone philosophy, beginning with professional sports cyclists and gradually introducing cyclists from all walks of life including: mums with kids, business people and BMXers.
It’s an inspiring and fun advert, showing how brands are paying attention to social trends that have grown out of sporting success.
On You Tube Halfords posted a behind the scenes video ‘Cycling Tribes’ which includes some inspiring testimonials.
See the video: Youtube1
See the video: Youtube2
Evans &Hoy Bikes
Credit: Evans and Hoy Bikes, ad by Toast, directed by John Gradwell.
Evans Bikes and Chris Hoy, 11 time world champion and 6-time Olympic champion track cyclist, teamed up to promote a new range of bikes.
The ad itself features photos of Hoy riding various bikes throughout his childhood, with a nostalgic voiceover by his father. The ad concludes with adult Hoy referring to the HOY bicycle he stands with as “my first bike”
This ad takes us on a journey, focusing on memories, aspirations and personal success rather than the details of the brand or product. The photographs in the ad could easily be used for other types of advertising.
See the Video: Evans & Holy Bikes
User Generated Cycling Tutorials
Credit: Bikewagon.com Suspension Forks 101 - Bikewagon Community College
User generated videos are helping to push cycling awareness. Bloggers are talking about safety, the best routes, latest tech, and using personal testimonials to improve the cycling experience. Through this they are indirectly promoting brands!
User generated tutorials at bikewagon.com are a great showcase for brands
See the video: Youtube
Brands Go User Generated
Credit: Mongoose and Chris Akrigg
Big name Brands have been turning to user generated content to promote their products.
Mongoose teamed up with urban and stunt cyclist Chris Akrigg to promote their brand. Akrigg creates videos for his blog detailing specific safety functions and the capabilities of Mongoose bikes.
See the website:: chrisakrigg.com
Cities go By Bike!
Credit: Better By Bike
The last couple of years has seen a big push by local governments in major cities across the globe to encourage cycling.
From bicycle rental schemes, to ad campaigns across public transport, billboards on TV and in the press.
The ads focus on the mental and physical health benefits and the environmental impact.
See the website: Verizon
Summary
RooM has an exciting cycling brief for you to tackle. The aim of the brief is to get user generated content that clients love
Like the Evans & Hoy commercial, our brief focuses on what cycling means to people, the emotional context and the variety of ideas cycling conveys from health, leisure and exercise to connection, identity and belonging.
Take inspiration from this trend: the Cycling Tribes, the colors and environments used in ads. The reasons people cycle: sport, a day out or getting to work. The variety of people: kids, families, seniors…
We don’t want you to advertise brands of bikes, but remember there are lots of different types of cycling from stunt, urban, racing, mountain, road, folding, tandem, trikes, and Christiania bikes. Oh, and pink ones with tassels on the handlebars!
Download PDF
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Hot Brief
Environment
05/09/2014 -
Environment, our latest Hot Brief – Caring for the environment and living an eco-friendly lifestyle still runs through advertising, but it's not all about recycling bins and green arrows, this is your opportunity to impress stock clients with innovative, everyday environmental ideas.
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Hot Brief
Leisure and Hobbies
07/08/2014 -
Leisure and Hobbies, our latest Hot Brief – we all pursue leisure activities and hobbies, and for top brands they convey life affirming concepts. Stock clients use this type on content on a daily basis, so get shooting.
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Hot Brief
Female rising
24/07/2014 -
Female Rising, our latest Hot Brief – brands are replacing stereotypes of women with images that represent the gender in a diverse and positive way, and our clients want the same from our photographers.
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Hot Brief
Exercise
10/07/2014 -
Exercise, our latest Hot Brief – images of self improvement and personal achievement through exercise are dominating advertising by the coolest brands and our clients are asking for them too!
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Hot Brief
Friends
25/06/2014 -
Friends, our very first Hot Brief – based on in depth client feedback, it's what they are asking for, time and again.
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Business and Technology
30/05/2014 -
This month we look at 5 tricks to achieving success business images.
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Kids in the Family
30/04/2014 -
This month we look at 5 trends focusing on children’s role in the family unit.
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Looking ahead in 2014 part 2
21/03/2014 -
5 more hot trends in photography for 2014
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Looking ahead in 2014
14/02/2014 -
We’re going to kick this year’s Trend Reports off with an overview of 5 predicted trends for photography...
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Christmas And New Year
17/12/2013 -
The Holiday Season has arrived. Here's 5 of the best ads.
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Families
4/12/2013 -
See how family dynamics are depicted in recent advertising
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Going Local: Asia
15/11/2013 -
See how advertisers use their own countries cultural and travel iconography to promote all kinds of products and services to consumers across the Asian continent
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Going Local:
Australasia
01/11/2013 -
Advertising with a local vibe is extremely popular. From instantly recognizable landmarks and travel icons to cultural nuances, leisure activities and tastes, sights and smells, Australasia can be captured for advertising in various ways.
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Celebrations
25/10/2013 -
With big annual celebrations like Halloween and Thanksgiving just around the corner, see how advertising loves a celebration.
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Going Local: America
18/10/2013 -
See how advertisers use their own countries cultural and travel icons to promote all kinds of products and services to American consumers
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Going Local: Europe
11/10/2013 -
European cultural icons and local people are used to great effect in huge ad campaigns and ads with a more personal touch. Check out this weeks top 5.
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Male Grooming
04/10/2013 -
See how advertisers avoid using the word “beauty” and the different ways they approaching a potentially sensitive subject.
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Healthy
Kids
27/09/2013 -
See how advertising is using fun, color, taste and education to promote a healthier diet for kids!
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Gardening
20/09/2013 -
See how advertising is using a simple pleasure like gardening and our connection with the natural world to promote a happier lifestyle.
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Child's
Play
13/09/2013 -
See how advertisers connect with adult consumers using images of childhood.
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Small
Business
06/09/2013 -
See how advertisers use images of real small business people to connect with consumers in a genuine down to earth way.
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Cycling
30/08/2013 -
This week we take a look at brands making most out of
the cycling craze to push their products. -
Food
Outdoors
23/08/2013 -
Eating outdoors, BBQs and picnics is nothing new but brands are focusing on the connection between dining outdoors and family. Here are 5 great trends.
