Wunderman's APAC Digital Trends for February 2016

1. 2016
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS FEBRUARY

2. THE WORK
Uber China’s Lion Dance campaign
Over Chinese New Year, Uber rolled out a Lion Dance campaign in 23 cities around
China, including Beijing, Shanghai, Guangzhou and Shenzhen. Between 10am and
5pm, Uber users in these cities could select a special Lion Dance option on their app
and call a Lion Dance team directly to their location within a few minutes. Read the full
article.
Source: www.campaign-asia.com
Lifebuoy creates the Berbagi Sehat app to help moms
It is every Mom’s wish to provide the best for their children, and that includes keeping
them healthy. Unfortunately, germs are everywhere. Lifebuoy has created Berbagi Sehat
app in collaboration with Mirum Indonesia. The mobile app helps Moms check symptoms
of common diseases and potential nearby threats and offers tips on prevention. Main app
features include a disease encyclopaedia and symptom checker, a child sickness diary
and a disease map and radar. Read the full article.
Source: www.marketing-interactive.com

3. THE WORK
Four video campaigns that used dynamic creative
Dynamic creative in video is not yet commonplace, particularly in display advertising.
Truly dynamic creative in video is all about using HTML5 to automatically change one
video dependent on viewer information or environmental factors. However, dynamic
creative could also include choosing the most appropriate video in real time. There's a
third definition - dynamic creative optimisation involves the use of a variety of videos,
with real-time analytics feeding back into the selection process, ensuring the most
successful video is served at any one time. Read the full article.
Source: www.econsultancy.com
Maxis wants online shoppers to help build Epic homes
During Chinese New Year, local telco Maxis hopped to spur Malaysians to give back by
integrating the power of e-commerce to incorporate the act of charity seamlessly into
festive shopping. The campaign titled ‘Kongsi Home Project’ involved a collaboration
with Epic Homes as well as Malaysia’s top five e-commerce platforms – Lazada, Gem
Five, Zalora, Rakuten, and Happy Fresh – to turn customers’ online shopping into online
giving. Read the full article.
Source: www.campaignasia.com

4. THE WORK
Office chairs park themselves in latest Nissan ad
A promotional video from Nissan showed chairs that ‘park’ themselves neatly back in
place at conference tables and office desks after a bunch of messy humans have left
them in disarray. The video is designed to promote Nissan’s Park Assist self-parking
technology. Read the full article and watch the video.
Source: www.campaignasia.com
Korean parents tell children they mean more than exam grades
Recent studies show that students in South Korea were rank the lowest among all
OECD nations in life satisfaction due to stress and depression. To address this,
Korea’s national Education Broadcasting Network ran a campaign that ‘secretly’
contacted student’s parents to write letters of encouragement to their children. These
letters were inserted into the individual student’s exam papers as if they were articles
for a reading comprehension test. The online video exceeded 7 million views in two
days. Read the full article here.
Source: www.campaignasia.com

5. DIGITAL--SOCIAL
Marketing in China: Making a case for advertising on WeChat
Thomas Meyer, a veteran of the China mobile scene, spoke with eMarketer’s David
Green and offers insights on why WeChat is misunderstood and underused by many
brands, and how they should go about creating a holistic China mobile strategy that
includes WeChat. Central to many brand’s mobile strategy, WeChat is the biggest piece
of the pie, enabling both mobile commerce and mobile CRM in China. Download the full
article.
Source: www.emarketer.com
10 things you didn't know about WeChat
From advertising to e-commerce, the Communist party to the Internet of Things,
here are 10 things you probably did not know about WeChat, including updates on
WeChat’s new automated platform for Moments ads that was rolled out in 2016.
Read the full article.
Source: www.econsultancy.com

6. DIGITAL--SOCIAL
Airlines on social media: Who are the leaders across Southeast Asia?
Social media, undoubtedly is an important space to be in for airlines. From booking
and promotions to customer service, the scope of engagement social media offers is
unprecedented. What are brands doing on social media and which are the ones who
got it right, this latest report on Southeast Asia’s Top Airlines on Social Media
illustrates. Read the full article.
Source: www.marketing-interactive.com
Asia has huge lead in social media use
Six of the world's top ten countries for social media use are in Asia, recent research has
revealed. The study has highlighted the rise of social media across the region, which is
outpacing Western markets in both the number of accounts and the time spent online.
More than 769m people in East Asia (Greater China, Japan and Korea) use social
media, more than three times the number of people in South East Asia, the second
placed region for usage with 239m, while in third place, North America has just 213m.
Read the full article.
Source: www.warc.com

7. DIGITAL--SOCIAL
India auto brands tap social
The Auto Expo in New Delhi saw exhibitors stepping up their use of social media – from
live-streaming to influencer marketing – as a way of reaching and engaging would-be
car buyers. Twitter reported that around 2.9 lakh tweets were generated during the
course of the week-long event, with the highest engagement coming from Tata Motors,
BMW India and Audi India. Jaguar also used live streaming app Periscope to broadcast
the launch of its new XE model, while Mercedes used TweetCam, Twitter's tweet-
activated camera, to give users a personalised tour of its pavilion. Read the full article.
Source: www.warc.com
Asia CPG brands must step up in digital
Asia will account for almost half of global consumer packaged goods (CPG) growth over
the next five years, with China taking a 60% share of the Asian increase, according to a
new study by Accenture, which warns companies will need to make the digital
marketplace a priority. The report estimates that both consumer goods and services
industry would will grow by up to $700bn globally by 2020. Read the full article or
download the full report.
Source: www.warc.com

8. MOBILE
How Southeast Asia uses smartphones
Smartphone habits vary across Southeast Asia, according to 2015 research. But in all
markets, users spend hours each day with mobile. According to Q2 2015 data,
smartphone users in Malaysia spent more time each day with their devices than their
counterparts in Indonesia, the Philippines or Thailand, at 187 minutes each day, or 3
hours 7 minutes. Malaysia was the only country studied where smartphone users
averaged more than 3 daily hours of mobile time. Read the full article.
Source: www.emarketer.com
Digital wallet usage doubles in APAC
One-in-five (19.5%) consumers in Asia-Pacific now use digital wallets, representing a
two-fold increase from two years ago (9.7%), a recent survey has revealed. According to
MasterCard's latest Mobile Shopping Survey, a poll of 8,500 adults aged 18 to 64 across
14 markets, smartphone users in China (45%), India (36.7%) and Singapore (23.3%)
are the biggest adopters of digital wallets in the region. Read the full article.
Source: www.warc.com

9. MOBILE
Mobile advertisers in South Korea prefer in-app display ads
Mobile display ad spending in South Korea tilts toward apps—but not too dramatically,
according to 2015 research. Advertisers in South Korea spent KRW1.101 trillion
($972.5 million) on in-app mobile display ads in 2015. That added up to 59% of all
mobile display ad spending last year. The remainder was spent on mobile website–
based display ads, which accounted for KRW765 billion ($675.7 million) in outlays.
Download the full article.
Source: www.emarketer.com
Mobile video advertisers demand more inventory
Enthusiasm for automating the procurement of digital video ads remains high. Mobile
video ads can be effective and valuable for many marketers, and eMarketer estimates
that video will also command a large portion of ad spending allocated to digital. And
publishers and advertisers are becoming more comfortable selling and buying mobile
video programmatically. Download the full report.
Source: www.emarketer.com

10. E-COMMERCE
How to lift ecommerce conversion rates when they’ve plateaued
Ecommerce giants like Amazon are becoming stronger, and ecommerce as a whole
is experiencing growth at an unprecedented level. However, there's one statistic
that is slightly disconcerting for many retailers. A new report by Shop.org and
Forrester Research revealed a startling fact: 2015 online sales were flat for 17% of
195 surveyed retailers. Here are three tips by Econsultancy on how to lift
conversion rates. Read the full article.
Source: www.econsultancy.com
Measuring up: Benchmarking your B2B ecommerce performance
In the age of the customer, it is critical that B2B companies know where they’re
performing well with their customers and where they’re falling short. As such,
Forrester partnered with Internet Retailer magazine to survey business-to-business
(B2B) eCommerce professionals and benchmark B2B seller performance. The survey
focused on B2B budget/spending plans, consumer experience comparisons with B2C
consumer retailers, feature/function/site component priorities, site
measurement/metrics, and mobile and tablet plans. Download the full report.
Source: www.forrester.com

11. E-COMMERCE
The evolution of global ecommerce Markets
Global ecommerce is evolving rapidly. Consumers around the globe are migrating
online, with shopping increasingly becoming a key part of the online experience.
Countries vary greatly in their ecommerce maturity; however, early-stage markets are
marked by a different set of activities than those with more tenured online buying
populations. This report outlines how ecommerce markets are shifting over time and
what companies can expect as they prepare to enter and then grow a variety of
different global markets. Download the full article.
Source: www.forrester.com
WeChat transactions top 8 billion
Chinese chat app WeChat hit a new high over the Chinese New Year holiday, as the
number of mobile transactions on the app hit 8bn in just four days. According to statistics
released by WeChat, 420m people sent each other money via digital envelopes on
Chinese New Year's Eve alone. More than 8bn red envelopes were sent between WeChat
users over the four-day Chinese New Year holiday - eight times more transactions than in
2015. Read the full article.
Source: www.warc.com

12. LIFESTYLE
Speak 'adorkable' to China's teens
This article describes the coming of age of the 220 million Chinese teenagers born
after the millennium (Post-00s) and outlines how brands can win over this emerging
consumer segment. Sophisticated in their consumption and tech-savvy, Post-00s
connect with brands in new ways that will reshape marketplace dynamics. Not only
do Post-00s embrace self-expressive tools such as digital cameras and self-media
platforms, brands must also understand and communicate using 'adorkable' – the
vocabulary of Post-00s –, while also entering symbiotic relationships with this target
group via their idols/celebrities. Download the full report.
Source: www.warc.com
Beauty & personal care: Industry update
The 2016 February Beauty & Personal Care industry update from TrendWatching
provides a window into recent insights and innovations impacting the Beauty industry.
The feature trend ‘New Normal’ explores how brands are embracing a broader
definition of ‘beauty’. Download the report.
Source: www.trendwatching.com

13. LIFESTYLE
Loyalty program memberships climb, but participation wanes
Memberships in loyalty programs are expanding rapidly while active participation in
programs is falling. The reason is simple: Although the barriers to joining programs are
lower than ever, most programs are undifferentiated and rely largely on discounts, as
explored in a new eMarketer report: Loyalty Marketing: Creating Stickiness in a
Distracted World. Consumer data that was monitored for 52 weeks ending June 30,
2015 found that only 45% of consumers maintained a consistent level of loyalty to the
top 100 CPG brands in the US over that time. Download the full article.
Source: www.emarketer.com
Holiday travel intent rises 240%
A study showed that the Lunar New Year period helped boost regional week-on-week
travel intent by 240%. Almost a fifth (17%) of Asian consumers searched for trips up to
seven days in advance of travel, up from 15% in the previous quarter, while the
proportion of travellers planning 60+ days in advance fell slightly to 39% from 41%.
October was the busiest month for both search (37%) and bookings (38%) over the last
quarter of 2015, a finding which could be useful for marketers looking to plan ahead for
the Lunar New Year in 2017. Read the full article.

14. WUNDERMAN ASIA HQ
martina.schlittler@wunderman.com
DIGITAL TRENDS
IN Asia-Pacific
FEBRUARY 2016