The Wunderman APAC Digital trend report for April/May

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

2. THE WORK
Love Yourself: #StayNegatHIVe
HIV cases in the Philippines have grown to 1,038% in 6 years making it the country
with the fastest growing AIDS epidemic in the world. People weren't getting tested and
simply ignored the disease. Love Yourself, a small non-profit organization which offers
free HIV testing, brought attention to the issue with the one thing people couldn't
ignore online: TYPOS. Garnering over 50 million impressions and US$500,000 in
earned media, Love Yourself reported a 60% rise in the number of people tested – the
highest testing rate in national history. Read the full article and watch the video.
Source: www.campaignbriefasia.com
Search for free Wi-Fi, search for missing children
In China, over 200,000 children disappear each year. The critical issue is that information
about the missing children is not widely accessible to the public. Baobeihuijia, a search
organisation, used the mobile platform to spread the message. Equipped with a special
satellite, the brand developed its own proprietary Wi-Fi hotspots. When people searched
for free Wi-Fi, they were presented with hotspots named after SOS messages from
missing children. 400 million people connected to the free Wi-Fi and the information was
shared an additional 37.5 million times. Read the full article and watch the video.
Source: www.creamglobal.com

3. THE WORK
Singtel demonstrates 4G speed with smartphone goggles
Seeking to prove that its 4G network is fast enough to ‘replace’ the eyes of people
engaged in real-time activities, Singtel built a special headgear that combines two
smartphones – one serving as a camera and the other serving as a display. The
resulting video shows a fencing demonstration, a game of Whack-a-Mole and, most
impressively, precision stunts being performed by people who are having their reality
mediated by the headgear – and the brand’s network. Read the article and watch the
video.
Source: www.campaignasia.com
Gut bags and meat jackets: PETA Asia stages ‘shock shop’
According to PETA Asia, the “shocking pop-up store” was set up in Bangkok’s popular
CentralWorld mall. The aim was to show consumers the suffering behind every bag, belt,
jacket, glove and shoe made from animal skins. Read the full article and watch the
video.
Source: www.campaignasia.com

4. DIGITAL—SOCIAL
Facebook expands in Malaysia
Facebook is to open an office in Malaysia, as more than 18m Malaysians use the social
media platform every month and 6.5m use Instagram, its photo-sharing service. The extent to
which Malaysians have adopted mobile and social media was underscored when Facebook
used the event to release new user data. On top of the 18m Malaysians who access
Facebook, the social media platform claimed that 94% of Malaysians discover products and
brands on Facebook with 62% going on to make a purchase. Read the full article.
Source: www.warc.com
For social media marketers, Facebook produces the best ROI
Nearly all social media marketers worldwide believe Facebook produces the best ROI
and is essential to social media marketing success, a March 2016 survey revealed.
Surveying 551 social media marketers worldwide, the study marketers to choose up
to three social media platforms that they thought produced the best ROI. Almost all
(95.8%) of social media marketers worldwide said Facebook did. Read the full article.
Source: www.emarketer.com

5. DIGITAL—SOCIAL
Twitter sees China ad opportunities
Despite being banned from mainland China since 2009, US social network Twitter has
appointed a new managing director for greater China as it seeks to increase its
investment in the country. Twitter has been operating from Hong Kong since March last
year and its base there has enabled it to attract advertising revenue from Chinese
companies even if mainland Chinese consumers are not meant to access the platform.
Read the full article.
Source: www.warc.com
Five things Western brands should know about China's digital landscape
Entering China’s market requires special attention from Western brands to stand a
chance of being successful. To help brand marketers start to think about how to
enter China, Econsultancy highlights a few key points, covering the digital players,
trends, and insights about the country. Read the full article.
Source: www.econsultancy.com

6. DIGITAL—SOCIAL
The Philippines excites Facebook
The Philippines is one of the most social media savvy countries in Asia, a development
not missed on Facebook, which opened its first office in the country in April. Research at
the launch of Facebook Philippines that showed more than 49m Filipinos access
Facebook every month, or 91% of the country's internet population. Two-thirds of
Filipinos are connected to a business Page on Facebook, and they are using the
platform to discover new brands and products. Read the full article.
Source: www.warc.com
Line launches new bot initiative
Line, the Japanese messaging app, is planning to launch a new chatbot service for
smartphone users as it attempts to ramp up its challenge to major players in the field,
such as Facebook and China's WeChat. Line's new service entails chatbots, or AI-
empowered computer software, learning to respond to specific inquiries from users, and
the move by Line follows Facebook's recent launch of a new Messenger platform for
bots. Read the full article.
Source: www.warc.com

7. MOBILE
Mobile chat app usage soars in China
Monthly time spent on mobile chat apps reached nearly 510 billion minutes in Q4
2015, with monthly time spent growing more than 100 billion minutes throughout
2015. In Q1 2015 there were 192.3 sessions per user. By Q4 2015, that figured
climbed to over 217.4 sessions. The biggest increase came in Q2 2015 when the
sessions per user increased by fourteen sessions. But when it comes to time spent
per session, users actually had shorter sessions quarter by quarter, from 4.21
minutes per session in Q1 2015 to 3.89 minutes per session in Q4 2015. Read the full
article.
Source: www.emarketer.comCraft a maturity-based mobile strategy
Mobile is hot. As is the case with most hot technologies, marketers often adopt
strategies that are aggressive for their level of mobile marketing maturity and prioritize
the seductive technology over their audiences' behaviours or their own objectives.
This report helps B2C marketers avoid these pitfalls by providing the frameworks
needed to create engaging, strategically smart programs that match your
organization's mobile marketing maturity. Download the full report.
Source: www.forrester.com

8. MOBILE
Internet users in Asia-Pacific are collecting more devices
Multidevice users in Australia had more internet access options than their
counterparts anywhere else in Asia-Pacific during H2 2015, according to data. Nearly
six in 10 had four or more devices including PCs, tablets and smartphones.
Multidevice users in Taiwan were about equally likely to have three or more options,
but just 45% of them had four or more. In Japan, Singapore, South Korea and the
Philippines, more than half of multidevice users tapped more than two devices for
internet access. For the rest of the markets, two devices were the norm. Read the full
article.
Source: www.emarketer.comThe rise of mCommerce in Malaysia
Online payment gateway provider iPay88 has seen a sharp rise in mobile traffic with its total
online payment transactions representing close to 70% of the Malaysian market. In year 2015,
iPay88 recorded that 3.7 million online shoppers who made purchases through its systems
used mobile devices. A year ago it was only 2.0 million. It is also seeing a rise in merchants
actively promoting mobile purchases in 2016 following the mCommerce waves. In the last few
years, the percentage of mobile traffic have also increased substantially, with the number
being 27% in 2014, to 38.4% in 2015, up until 48.6% in 2016 so far. Read the full article.
Source: www.marketing-interactive.com

9. MOBILE
Size matters for cross-screen users
Asia's marketers should not let the "mobile-first" mantra blind them to the fact that PCs
remains an important screen for the region's users, who are quite likely to react differently
to ads shown on different screen sizes. Research found that interacting with three or
more devices is the norm for Asia's multi-device users and that PCs generate over 50%
as much usage as smartphones. Read the full article.
Source: www.warc.com
Mobile Gamers in India Defy Age, Gender Stereotypes
Gamers are often thought of as children and young adults, and, frequently, male. But
in India, that couldn’t be further from the truth. Research reveals that while it’s true
most of those ages 15 to 20 play mobile games daily—71% of respondents, to be
exact—even more adults ages 36 to 55 are daily gamers. Read the full article.
Source: www.emarketer.com

10. E-COMMERCE
Past, present, future: The growing sophistication of online shopping
The evolution of internet retailing has been a transition from a highly price sensitive
market centred on a few product types to a broad selection of goods and services at
varying price points. This increase in sophistication will continue in tandem with the
development of users’ needs and habits. This will coincide with expansion of the
internet's content and capabilities, making execution and personalisation two top
priorities for retailers looking to stand out. Read the full report.
Source: www.euromonitor.com
Why digital buyers in Japan prefer certain ecommerce sites
More than half of digital buyers in Japan said they prefer to use a particular ecommerce site
because of the wide product selection offered. Cheap shipping charges and better prices
were other reasons that affected their preference. The March 2016 data also found that
46.8% of digital buyers in Japan said they prefer to use a particular ecommerce site
because it offers the ability to earn points. More than a third of respondents said they prefer
a site because of its ease of finding desired products. Read the full article.
Source: www.emarketer.com

11. E-COMMERCE
Facebook’s WeChat-ification
Facebook users will soon be able to buy goods directly within the social network’s app,
a new feature that will be rolled out alongside friend-to-friend money transfers and
ticket buying. A few months ago, we analysed Facebook Messenger’s product
roadmap and how it was essentially a bid to turn the service into a “giant WeChat
clone” – and with these new features, it shows that the transformation is in full swing.
Read the full article.
Source: www.techinasia.com
E-commerce shifts from big cities
Brands have been advised to rethink their growth strategies in China, after a new
report found that lower-tier cities and rural villages have overtaken large cities in e-
commerce sales. McKinsey, the global management consultancy, polled more than
2,600 consumers aged over 13 in January to examine the extent of e-commerce
penetration across five regions in mainland China. According to the report, China's
tier III and tier IV cities, as well as its villages, accounted for over half (50.1%) of
the total value of goods sold on e-commerce platforms last year – or about
US$315bn out of US$630bn. Read the full article.

12. E-COMMERCE
How data insights changed Redmart’s mobile e-commerce strategy
Redmart is the market leader in Singapore’s online grocery sector, filling tens of
thousands of orders every month. With a population of 5.4 million people, Singapore is
one of the most connected countries in the world with more than 85% of residents
owning a smartphone. It's also one of the wealthiest countries per capita. Despite this,
Redmart's e-commerce journey has not been without hurdles. VP of Marketing Todd
Kurie shared key lessons from Redmart's journey to market leader status at the Market
Research in the Mobile World 2016 conference. Download the full report.
Source: www.warc.com
Sephora, DFS embrace e-commerce in Asia
Cosmetics giant Sephora and travel retailer DFS have successfully pivoted toward
digital as e-commerce takes off across Asia. China, Japan, South Korea, India and
Australia are predicted to collectively generate $1.4 trillion in online revenue by 2020,
and brands traditionally focused on bricks-and-mortar retail are quickly moving into the
online space to capitalize. Read the full article.
Source: www.warc.com

13. LIFESTYLE
Asia's 'alpha women' drive spending
Becoming a parent drives Indian and Chinese women to work harder and earn more,
according to a study which says Asian women should not be seen as docile home
makers but as "an economic powerhouse". Globally, it said, women can no longer be
defined through the narrow lens of parental responsibility, and this was especially true in
Asia where Gen X women in China and India are more likely than those in other
countries to be their household's biggest earner, Mumbrella reported. Read the full
article.
Source: www.warc.com
Amazon celebrates Indian 'quirks'
Online retailer Amazon India has launched a new integrated campaign that focuses on the
everyday behaviour of Indian consumers while tying these traits back to its various
service promises. Although Amazon has been operating in India for only three years, the
company is building on its popular "Aur dikhao" campaign of last year by showcasing
some of the personality quirks that many Indian consumers will recognise in themselves.
Read the full article.
Source: www.warc.com

14. LIFESTYLE
How 'Huggies Momentcam' changed Kimberly-Clark's integrated marketing in Asia
This event report covers insights and learnings from Kimberly-Clark's integrated marketing
strategy in Asia. Kimberly-Clark discovered through social listening and data analytics that
their brand Huggies was portraying a version of motherhood that Korean mothers struggled
to relate to – prompting a rethink of the brand story. The case also showed the importance of
marketers keeping consumer insight as the focus of data gathering, and using it to inform
their decisions, rather than attempting to find a strategy within the numbers. Effective CRM
has been crucial to engaging mothers through product cycles and personalizing
communications. Download the full article.
Source: www.warc.comIntelligent robot waiter serves food in KFC Shanghai
Entering the age of artificial intelligence, even the fast food industry has to ride with the tide
by digitising its in-store experience for customers. In collaboration with Baidu, fried chicken
fast-food chain KFC has opened its first intelligent robot concept store in Shanghai.
Located inside the National Exhibition and Convention Centre, the outlet features Baidu’s
robotic personal assistant Duer to serve customers with voice interaction, smart food-
ordering and holographic projection capabilities. Read the full article.
Source: www.marketing-interactive.com

15. WUNDERMAN ASIA HQ
martina.schlittler@wunderman.com
DIGITAL TRENDS
IN Asia-Pacific
APRIL/MAY 2016