2015

THE WORK

DIGITAL--SOCIAL

MOBILE

E-COMMERCE

LIFESTYLE

IN Asia-PacificDIGITAL TRENDS MARCH/APRIL

THE WORKPorsche China: 24 hour social race

Twitter against Weibo. USA against China. To announce Porsche's return to the

legendary race, the brand produced the first ever 24-hour Social Race between two

major social media platforms. Tweets were tracked from both sites over 24 hours, with

the winner being whoever has the most tweets at the culmination of the event. With

80% of all tweets, China left USA in the dust. But the Winner? A Twitter team, with 2

926 tweets in 24 hours. Watch the video.

Source: www.bestadsontv.com

Nike follows Japan marathoners on ‘Re: Run’ for redemptionNike documented three women who embodied the maxim that if at first you don’t

succeed, train harder and try again. The brand found three women who had failed to

finish a previous marathon attempt, followed them for two months and helped them

train for the 2015 Nagoya Women’s Marathon which took place on the 8th of March.

This incredibly personal oral-history styled campaign celebrates their transformative

journey and was featured on Nike’s social channels. Read the article.

Source: www.campaignasia.com

THE WORKSamsung VR technology campaign sees father witness birth of child

Samsung’s newest ad campaign is highlighting the benefits of virtual reality, with the

technology brand helping an Australian mining worker to witness the birth of his son

from 4,000km away. The six minute advertisement is part of Samsung’s ‘LifeLIVE’

campaign, which demonstrates the ability of new technology connecting people in

ways that create powerful and emotive shared experiences that wouldn’t otherwise

exist. Read the article, watch the video.

Source: www.mumbrella.com.au

‘Juke by you’ car-decal contest draws 13,000 entriesAn online contest called ‘Juke by you’ invited consumers to design a set of decals for the

Nissan Juke using an online tool. The campaign expanded on the concept of

customization to envision a new era in which people can casually design and customize

their own cars with the same simplicity as changing their mobile-phone cases. Read the

article.

Source: www.campaignasia.com

THE WORKHow TC Bank Taiwan made savings books less yawn-inducing

Dwarfed by large, global banking players with big budgets, Ta Chong Bank (TC Bank

for short), differentiated itself to win new customers simply by personalizing their

savings books. For many people, the memories of receiving their first savings book

provokes a sense of nostalgia. The bank wanted to create an authentic experience and

engage at a deeply personal level as well as to deliver brand influence at minimal cost.

Read the article.

Source: www.campaignasia.comWhy is water wet? Fonterra helps mums answer curious kidsFonterra has developed a digitally led advertising campaign for its Anmum paediatric

milk powder brand that elevates the product positioning from solving nutritional needs

to enhancing cognitive functions. When kids ask the darnest questions, many

bewildered parents answer them in overly simplistic ways to brush them off. After all,

most of them are busy making ‘milk-powder money’ rather than exploring evolution,

follicle health or molecular compounds. While communication in the paediatric milk

category is slowly moving away from functional messaging towards emotional

storytelling, combining the two adds more value for parents. Read the article.

Source: www.campaignasia.com

THE WORKHow Tresemmé woke women up from ‘sleep styling’

Previously seen as the first ‘salon brand’ sold in supermarkets, Tresemmé is now

facing blurring differentiation due to brands like L’Oreal and Schwarzkof. This

campaign shows how the haircare brand set out to provide daily inspiration to New

Zealand women with a social campaign focusing on one woman’s promise to mix up

her look every day for a year, generating 30 million seconds of engagement with

branded content. Read the article.

Source: www.campaignasia.com

Nestle Thailand advises ‘Small bites for big changes’Recognizing that many Thai people want to live healthier lifestyles, Nestle Thailand has

launched an expansive campaign to promote the idea that small, manageable steps

can lead towards that seemingly daunting goal. The campaign also includes

personalized health counselling services in more than 200 grocery stores throughout

the month of March, plus a nationwide promotion on selected products. The online

video garnered more than 3.2 million views across platforms so far. Read the article.

Source: www.campaignasia.com

DIGITAL--SOCIAL

Asia-Pacific CIOs: start your digital journey with mobileTo date, CIOs and the technology management teams they lead have had little

involvement with or engagement in their companies' mobile strategies beyond mobile-

enabling employees. As mobile is the spearhead of digital customer experiences, it's

time for CIOs to step up and either work with their business leader peers to drive

mobile initiatives or even lead those initiatives themselves. This report highlights key

mobility trends and focuses on the role that CIOs should play in driving the mobile

mind shift among their customers and within their businesses. Download the full

report.

Source: www.forrester.com

Double-digit digital ad spending growth continues in Japan, South KoreaJapan is one of Asia-Pacific’s more mature digital ad markets, but ad spending

growth is still in double digits—at least for one more year, according to eMarketer’s

latest estimates. Within digital, search ads are growing slightly faster than display,

but the disparity will disappear in the next few years, leaving search with a solid

majority of digital dollars in Japan. For Korea, growth won’t drop to 9.5% until 2019,

eMarketer estimates, and this year’s increase of 13.0% will bring digital ad

investments in South Korea to $2.94 billion, or 28.4% of all paid media spending.

Read the article.

Source: www.emarketer.com

DIGITAL--SOCIAL2014 Asia-Pacific Digital Overview: We Are Social’s snapshot of key digital data

and stats This article summarises the findings from the We Are Social report on the key digital

statistics from the Asia Pacific region. With 55% of the total world population, APAC hosts

just under half the world's Internet users, and 52.2% of the world's active social media

users. Despite fast growth in internet use in countries such as India and Indonesia,

penetration remains low in many south Asian countries. Highlights from individual countries

are included, as well as a full breakdown for India. Download the article.

Source: www.warc.com15 technology trends in 2015This article sets out 15 trends for 2015, explaining the challenges new technologies

and changing consumer behaviours will create for brands. Trends include interest in

'going off the grid', smaller packs for single people, health & wellness demands for

urban-dwellers, and experiences that look good on social media. Brands should also

reconsider gender-based marketing as young people reject traditional gender roles,

and look towards niche interests as passionate product obsessives make more

businesses viable. Further trends include 'hyper-experiences', the sharing economy,

use of drones, automation such as vending machines for more products, packaging

as an experience, interest in where food comes from, and wearable tech. Download

the article.

DIGITAL--SOCIAL

The mobile customer experience will fuel digital transformation in Asia PacificForrester Research has unveiled its top 10 technology predictions for Asia Pacific in

2015, with expectations that mobile-powered customer experiences will fuel digital

transformation in the region. CIOs will need to improve collaboration with business

leaders to craft superior customer experiences as digital transformation is expected

to drive technology spending growth up by 4.9%. Read the article.

Source: www.marketing-interactive.com

10 fascinating digital marketing stats from APAC

A monthly roundup of stats on mobile commerce, mobile ads, WeChat and a whole

load on smartphone usage from APAC that keep you updated with the latest digital

marketing and e-commerce trends. This month features India’s discount cartel, mobile

shopping stats, Vietnam’s and Philippines’ rise in smartphones, China’s thoughts on

mobile ads, as well as a regional breakdown of internet and social media penetration.

Read the article.

Source: www.econsultancy.com

DIGITAL--SOCIALAsia strategy report

Warc's Asia Strategy Report features five chapters that examine how strategic ideas

are growing brands in Asia. Its insights are drawn from the Warc Prize for Asian

Strategy and covers how strategy is diversifying, how media channels are becoming

more central to strategic development as well as how digital is allowing brands to

build scale for small, contained ideas through online video and social media.

Download the report.

Source: www.warc.com

Trendwatching.com’s April 2015 SnapshotThe trendwatching.com April Snapshot offers a curated glimpse into the 190

examples that have been added to the innovations database this month. This report

includes featured trends of 100+ trends that are tracked with insights and examples,

mega-trend highlights on new innovations, as well as industry highlights with

examples of best practice from across 15 B2C industries. Download the report.

Source: trendwatching.com

MOBILEeMarketer report: mobile content and activities roundup

The audiences for mobile content are huge—from video and games to social

networking, apps and retail, more than 100 million US consumers are doing it on

mobile phones. The smartphone hasn’t replaced the PC, but as more people

consume more mobile content, they all expect an excellent mobile experience.

eMarketer has curated a roundup of key stats, insights and interviews to help

marketers stay on top of the latest trends. Download the report.

Source: www.emarketer.com

The global mobile revolution is just beginningMany B2C marketers are starting to design websites and marketing campaigns with

mobile in mind instead of simply retrofitting their approach to mobile. To cope with the

accelerating global mobile revolution, marketers must think of mobile as more than

just one of the digital channels available and instead embrace it as an enabler of

high-value, contextually powered mobile moments. This report shares Forrester's

take on the key global trends shaping mobile consumer behaviours in the next five

years and their implications for marketers. Download the report.

Source: www.forrester.com

MOBILEThe new mobile mind shift index: China

Marketers in China are lagging behind consumers in mobile adoption, and they need

to do a better job understanding mobile behaviour trends to develop effective mobile

strategies. Forrester's newly updated Mobile Mind Shift Index (MMSI) is a tool to

enable marketing leaders to determine how urgently they should provide mobile

services and which features to include. This report introduces the China version of

MMSI and analyses Chinese consumers' mobile intensity, expectations, and

behaviours to help marketers prioritize their approach. Download the article.

Source: www.forrester.comChina mobile users ambivalent about adsChinese consumers exhibit contradictory attitudes towards mobile advertising, with

two thirds regarding it as necessary, annoying and interesting all at the same time,

according to a new survey. Overall, 94% felt that mobile advertising was needed

even as nearly the same proportion (89%) saw it as annoying, while three quarters

(75%) said it was interesting. The study also highlighted several misconceptions by

respondents including the idea held by two thirds that ads waste users' mobile data

and by around one third that device battery life is shortened as a result. Read the

article.

Source: www.campaignasia.com

MOBILEHuge Growth Expected for Mobile Data Traffic in Japan

Traffic on mobile networks in Japan is set to skyrocket, according to a forecast from

Cisco Systems, with video playing a big part in massive tracking increase. The firm

estimated in February that monthly mobile data traffic per user reached 2.44 GB in

2014, a figure that would rise to 12.59 GB per user per month in 2019. The vast

majority of that traffic was, and will continue to be, from smartphones. Tablet traffic

will gain some share in coming years, while mobile network traffic from laptops will

decline. Read the article.

Source: www.emarketer.com

Smartphones take off in PhilippinesLow-cost models from local manufacturers are driving the rapid adoption of

smartphones in the Philippines, which is now the third largest market in Southeast

Asia according to new figures. The latest Asia/Pacific Quarterly Mobile Phone Tracker

from researcher IDC revealed that smartphone shipments to the Philippines grew

76% in 2014 compared to the previous year while their share of the mobile phone

market jumped from 24% to 47%. Read the article.

Source: www.warc.com

MOBILEHow Coca-Cola, Standard Chartered and SingTel are using mobile research in

Asia

Mobile advertising surges in Australia

Mobile advertising expenditure in Australia more than doubled during 2014, according to

new figures from the Interactive Advertising Bureau (IAB). The trade body's Online

Advertising Expenditure Report for the quarter ending 31 December 2014, compiled by

PricewaterhouseCoopers, showed that mobile was by far the fastest growing category as

it grew 118% to reach a total of A$762m, or around 17% of all online advertising. Read

the article.

Source: www.warc.com

The report discusses how three brands have leveraged mobile research to deepen their

understanding of consumers in Asia. Coca-Cola found that asking shoppers to keep "app

diaries" tracking their daily beverage intake yielded insights that traditional techniques

would struggle to replicate. Standard Chartered learned that using an app boosted the

chances of a consumer responding to questions at a time close to when they had just

used its financial products. SingTel has even established panels of "digital advisors" in

three Asian markets to test its ideas and innovations, improving its output and enhancing

the position of its customer-intelligence team internally. Download the article.

Source: www.warc.com

E-COMMERCELEGO: next generation e-commerce - more than just an online makeover

This case study describes how a new design solution helped The LEGO Group to

convince its retail partners to heighten the brand experience and increase online

sales. LEGO retailers were not delivering the great online experience that the brand

had ambitions to deliver. LEGO needed to convince retailers that their online channels

had to be optimised. It implemented the 'Next Generation E-Commerce' (NGE)

framework, allowing retailers access to recent insights and best practices. The results

have been outstanding, with revenue increases of up to 45%. Read the article.

Source: www.warc.comFor Japan's digital shoppers, PCs rulePCs are the overwhelming favourite for digital shoppers in Japan, according to

January 2015 research from Lifemedia Research Bank. Nearly nine in 10 digital

shoppers said they used PCs for the purpose, vs. 22.6% who used smartphones and

5.5% who used tablets. When Lifemedia Research Bank asked only those who had

shopped via both PC and smartphone about their preferences, PCs still won out. A

majority said they preferred to shop on a PC, with only about a third declaring a

preference for smartphones. Read the article.

Source: www.emarketer.com

E-COMMERCEWhat's up with mobile buying in Australia?

One in three digital buyers in Australia has made a purchase via smartphone, putting

the country even with the UK and just ahead of the US by this metric, according to

research from PayPal and Ipsos. Among those who did purchase via smartphone,

64% had made a purchase via an app in the past year, while 55% had done so via

mobile browser. And Australia’s smartphone buying audience is younger than average

around the world, with 74% being composed of people ages 18 to 34. Read the

article.

Source: www.emarketer.comAmazon’s new dash button hardware offers instant orders for staple products Amazon has new hardware called the Dash Button that allows one-press ordering of

products you’re likely to want to replace on a regular basis. The Dash Button comes

in a number of different branded versions based on what it’s coded to order, and

includes an adhesive backing and hook holster to let you stick it where it’s most

convenient. The Dash Button is a natural extension of Amazon’s one-click ordering

feature on the web, but turned into a hardware gadget that makes ordering laundry

detergent, for instance, as easy as actually starting the wash cycle. Read the article.

Source: www.techcrunch.com

E-COMMERCEBricks and clicks, best e-commerce mix

Virtual stores like Zalora are making an unexpected appearance in shopping malls.

Currently just 0.2 per cent of retail sales in Southeast Asia are done online, but a

2014 UBS report predicts the market to balloon five-fold in the next five years. And if

ASEAN online shopping reaches a similar level as in China and the US, of about 8

per cent, that could be worth US$35 billion, according to the UBS report. Read the

article.

Source: www.campaignasia.com

Online shoppers in Asia demand free shipping and flexibilityThe UPS Pulse of the Online Shopper Study found that 92 per cent of shoppers in Asia

markets will take action to quality for free shipping when shopping online. Placing

additional items in the cart is the most common behaviour, with 47 per cent of

consumers stating they have done so. In Japan, 83 per cent of online shoppers rate free

shipping as the most important factor, more than consumers in other countries

surveyed. Read the article.

Source: www.campaignasia.com

LIFESTYLEDigital videos better be up to millennial’s standards

Millennials don’t find videos; videos find them, according to research by Trendera.

When asked how they find videos, nearly four in 10 US millennials said they saw what

videos were recommended for them. Fully 37% subscribed to certain channels so that

their favourite content would come to them when available, 36% relied on online trends

to tell them what to view, and just over three in 10 looked at what their friends on social

had shared. Read the article.

Source: www.emarketer.com

LINE woos Indian market with Diljit Dosanjh stickers ahead of BaisakhiLINE, the mobile messaging has announced the launch of customised stickers for Diljit

Dosanjh, a renowned Punjabi singer, actor and television presenter in India. Special stickers

will be launched to celebrate the singer’s fame in tune with the upcoming Baisakhi festival.

LINE is now offering a special sticker set for Diljit Dosanjh through which his fans will be

able to engage with each other across India using LINE and as Baisakhi celebrations

commence, LINE joins the ambiance with the release of new celebrity sticker set. Read the

article.

Source: www.digitalmarket.asia

LIFESTYLECreativity in Vietnam: How far has it come?

Young generations of Vietnamese and open-minded international talent are the

driving force behind Vietnam’s creative advancement. Campaign Asia talked to

seasoned creative talent on both the agency and film production side, who share a

vision of its future. Read the article.

Source: www.campaignasia.com

Chevrolet allows you to digitally test-drive on rugged terrainChevrolet has launched CoDriver, a virtual reality platform to challenge the

traditional automotive retail experience. With CoDriver, passengers take a seat in

a specially fitted vehicle and are transported to a real life environment to

experience the vehicle’s capabilities. Created for the launch of the Colorado High

Country pickup truck, Following their off road adventure, passengers will be able

to share their experience across social media. Chevrolet will unveil the first

CoDriver pilot at the 36th Bangkok International Motor Show. Read the article.

Source: www.marketing-interactive.com

LIFESTYLE26 Asian startups that caught our eye

From apps that connect auto repairmen with drivers with busted vehicles to apps that

help possible advertisers tap into social media platforms with high follower numbers,

here is the newest round-up of Tech in Asia’s featured startups from around the region.

Read the article.

Source: www.techinasia.com

VO5 introduces wearable tech for hair careVO5 will launch a world first in wearable technology, a hair clip that monitors hair and

provides real-time feedback on its health and appearance. The new VO5 Hair Fit Clip

features technology that assesses the hair and provides up to the minute data through

syncing to a smart phone device. VO5 Hair Fit Clip enables women to monitor their hair

health in a completely new way. A world first in hair management, the VO5 Hair Fit Clip

features patented micro-sensors that keep track of changes to the environment and the

affects these have on the hair’s health. Read the article.

Source: www.digitalmarket.asia

WUNDERMAN ASIA HQ

martina.schlittler@wunderman.com

DIGITAL TRENDS

IN Asia-Pacific

MARCH/APRIL 2015