Wunderman APAC Digital Trends August - September 2015

2015
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS AUG/SEPT

THE WORK
AINZ&TULPE help tourists enjoy shopping and have a makeup experience whilst in
Japan To target international tourists, AINZ&TULPE created an interactive shop window that
displayed over 10 types of fashionable Japanese faces. Those fashionable faces
detect people's movements and faces. When a person selects a fashionable
Japanese face to his/her liking, discount coupons, makeup methods, and more are
issued in that person's native language using facial recognition. The customer can
also enjoy a free makeover in store based on the face they chose. Read the full article.
Source: www.campaignbriefasia.com
Bringing the Internet of Things to buses in Beijing
In Beijing, local dairy giant Yili used innovation to promote their Meiyitian yogurt drink
brand that seeks to promote healthier lifestyles. The idea was to transform buses
holding straps into health monitoring systems for people to grip, measuring their heart
rate, body mass index and balance during their daily commute. The gadgets instantly
linked up to their smartphones through NFC interaction. The brand put 6,000 monitors
on 200 buses in May; 350,000 people used them and the topic was shared online 3
million times. Read the full article.

THE WORK
Westpac gives away cash to alert video viewers
To advertise the service that lets people withdraw money from ATMs without a card
(using a six-digit code generated through a banking app), Westpac created a series of
films that showed real codes, seeding these vis social media. These codes would
actually give out between $50 and $300 if entered into an ATM. The campaign used
Periscope and Snapchat to clue the public into the opportunity, allowing the bank to
give away AUD 40,000 to clever video viewers. Read the full article.
Source: www.campaignasia.com
'Trend Coaster' lets thrill-seekers ride keyword trends
The Trend Coaster, created for Yahoo Japan and appearing at a couple of events in
Japan this month, turns keyword popularity on social media into a hair-raising virtual
amusement park ride. The Yahoo Trend Coaster is the world’s first virtual roller
coaster simulator generating rides in tandem with changing waves of the popularity of
keywords used in social networking service postings. (Wow… Can we get a budget
for this??) Read the full article.
Source: www.campaignlive.com

THE WORK
Coca-Cola releases “Emotican” in Vietnam
Coca-Cola released the “Emotican”, a series of emotions expressed through an emoticon
on the red Coca-Cola cans, launching the initiative through an ‘undercover delivery’ stunt
that revolves around three different people and their unique and heartwarming messages
that they wanted delivered to their loved ones. The stunt was organized with 10 cameras
including go-pro’s filming the delivery of these messages. Since the launch the stunt has
reached more than 3.9 million views combined. Read the full article.
Source: www.campaignasia.com
Canadian Club wins Aussie Grand Effie
A long-term campaign for Canadian Club, a rye whiskey, to win Australians away from
beer and onto a premixed drink has won the Grand Effie at the Australian Effie Awards.
Campaign visuals implied the drink was refreshing, and ads were focused on the "path
to pub", as Beam-Suntory knew most people decided what to drink on the way. Honing
this approach over several years increased sales by over 33% nationally. Download
the full case study here.
Source: www.warc.com

THE WORK
Five triumphant content marketing campaigns from the automotive industry
The Masters of Marketing awards highlighted excellence within the marketing industry for
five content marketing campaigns that lead to a year-round programme of reputation
building publicity and press coverage for the automotive industry. The campaigns came
from VW Polo, McLaren, Subaru, Mercedes-Benz and Jaguar. Read the full article and
see the work here.
Source: www.econsultancy.com
Australian wine brand pushes consumers to chase their dreams
Australian winery Wolf Blass has launched a new brand campaign celebrating those
who boldly chase triumph, with the all new “Here’s to the Chase” creative platform. The
campaign focuses on celebrating the entrepreneurial spirit, bringing not only the
pursuit of triumph to life but also celebrating others who share the same drive. Read
the full article and watch the video.
Source: www.marketing-interactive.com

DIGITAL--SOCIAL
What leads for digital content consumption in Australia?
Music is the most popular type of digital content internet users in Australia access via
either downloading or streaming, according to research from the Australian
Government Department of Communications conducted by TNS. More than two in five
respondents ages 12 and older had streamed or downloaded music in the last three
months. Only slightly fewer respondents said the same thing of TV content, though—
and on a streaming basis only, music and TV were exactly even, with 34% of
respondents accessing such content in the past three months. Read the full article.
Source: www.emarketer.com
Which apps do South Korea's mobile users love most?
Games are tops in the mobile app scene in South Korea, according to data from
Nielsen KoreanClick. March 2015 research found that more than one-fifth of total
mobile app time in the country was spent with games. Multimedia and communication
apps were not far behind, and the three categories together accounted for more than
60% of all mobile app time in South Korea. Read the full article.

DIGITAL--SOCIAL
Brands need to earn participation
Most consumers in Asia-Pacific have no interest in interacting with brands online or in
creating content for them, suggesting that marketers need to rethink their approach to
participation. Studies showed that while more than half (54%) of respondents were happy to
consume brand content, only around one third (30%) interacted in some way – most often by
simply liking or sharing – and just 8% had any inclination to get involved in any sort of active
participation with a brand. Read the full article.
Data integration snag for APAC marketers
Many marketers across Asia Pacific are finding it difficult to integrate large amounts of
data from different sources to enable them to make decisions in real time, new research
has said. Research firm TNS polled 2,700 marketing professionals across eight
countries – Australia, China, India, Indonesia, Malaysia, Singapore, South Korea and
Thailand – for its TNS Marketing Monitor report and found that around one third (35%)
were managing real-time data as part of their role. Read the full article.

DIGITAL--SOCIAL
Facebook vital to discovery in SE Asia
More than half of Facebook users in Southeast Asia rely on the social networking site
as a discovery tool, for everything from breaking news to new products and brands,
research has shown. Surveys conducted for Facebook by global market research
company TNS across Philippines, Thailand, Vietnam, Singapore and Malaysia found
that, on average, 58% of respondents first heard breaking news via Facebook while
52% said they first heard about new products, brands or services through the
platform. Read the full article.
Five truths and misconceptions about social media in China
China’s inexorable rise is well documented. It’s not just the world’s fastest growing
economy, it’s also home to the world’s fastest growing online population with over 649m
users, outnumbering the entire US population two to one. Though it has similarities, the
Chinese social media market is quite different from that in the West. Here are five ways the
Chinese social media market differs. Read the full article.

DIGITAL--SOCIAL
15+ APAC digital marketing stats from August 2015
This month’s stats roundup for APAC includes Facebook usage for news and product
discovery, as well as using YouTube to learn new things, e-retail in China, mobile
marketing, real-time marketing and programmatic video, Australia’s expectations on
digital marketing and loyalty as well as multiscreen using in the region. Read the full
article.
How Australian supermarket Coles delivers engaging content on social
Coles attributes part of its success to innovation in its website. But how does its social
media strategy compare? Though it seem to be going all-in with ecommerce, success on
social channels typically comes from identifying a niche audience and providing them
with interesting information and offers to distract them away from interacting with friends
and family. Is it possible to do that with a tin of beans? Well, Coles is certainly trying and
the activity six of its social networks offers guidance for all marketers on the potential for
delivering value even if you are selling commodity products. Read the full article.

MOBILE
China is making a huge shift to mobile
First, some basics. China now has 668 million active internet users, which is up six
percent over the past 12 months, according to the latest government data from CNNIC.
In closely matched numbers, the nation has 659 million active social media users and
675 million unique mobile users (out of 1.3 billion SIM subscriptions). Growth is slowing
on China’s internet as the mature market approaches its saturation point, but there’s still
plenty of huge numbers to gawk at. So let’s leap into this infographic compendium of
China web statistics. Read the full article.
Source: www.techinasia.com
Mobile leads to better campaign results: Study
Want to improve your campaign performance? Increase your mobile spend. Marketers
can easily get better results for their campaign without going over the budget, just by
raising their mobile spend, a study commissioned by Coke in China found. In terms of
ROI, mobile offered nearly double over TV and was twice as efficient in driving sales
compared to the campaign on average. When mobile spend is at eight per cent of the
total budget, it drives seven per cent of the profit and at 15 per cent, it drives 16 per
cent. Read the full article.
Source: www.digitalmarket.asia

MOBILE
Millennials embrace mobile banking
Millennials are adopting mobile banking at a much higher rate than their parents and
grandparents. According to eMarketer’s latest US mobile phone banking usage
forecast, nearly 59% of 18-to-34-year-old mobile phone users in the country will
access their bank, credit union, credit card or brokerage account via mobile browser,
app or SMS on their phones at least monthly this year. In contrast, fewer than 28% of
baby boomer mobile phone users will use mobile banking in 2015. Read the full
article.
Japan's digital payment users avoid mobile
In the US, mobile shopping may have taken off, but purchasing via mobile is still less
popular. Mobile remains a top-of-funnel activity for most people. And based on
research conducted by Neo Marketing in July 2015, a similar story seems to hold true
in Japan. Digital payment users of all ages strongly preferred desktops over
smartphones and tablets as a device for making digital payments—which includes
not just mobile payments at the point of sale, but methods of paying for all sorts of
digital purchases. Read the full article.

MOBILE
Asian multi-device use grows
A growing number of consumers in Asia are using three or more devices, with one in
five doing so in markets such as Singapore, Australia and the Philippines, research
has shown. A report from Appier, a company applying artificial intelligence (AI) to
cross-screen technology, analysed 490bn data points from its own database covering
campaigns in Australia, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines,
Singapore, Taiwan and Vietnam to assess user behaviours across PCs, smartphones,
and tablets in ten key Asian markets during the first half of 2015. Read the article.
Mobile search apps make moves in China
More than half a billion people in China use mobile search apps, according to Q1 2015
data from iiMedia Research, and the number is still growing steadily. Quarterly growth
rates of more than 5% have continued since Q3 2014—and are actually slightly
increasing over time. eMarketer estimates that this year, 589.1 million people in China
will access the internet at least monthly via mobile phone, up from 561.8 million at the
end of 2014. Mobile search app users represent about 93.2% of mobile phone internet
users, up from 92.4% in Q4 2014. Read the full article.

MOBILE
Asia-Pacific boasts more than 1 billion smartphone users
Internet access rates in the Asia-Pacific region vary widely. For example, countries
such as China, India and Indonesia are seeing a digital divide between urban
populations with high internet access levels and rural areas that lack the infrastructure
to support it. Despite these limitations, internet access growth in Asia-Pacific is
expected to be 8.2% in 2015 and then remain around 7% for the rest of eMarketer's
forecast period, through 2019. Read the full article.
Internet users in Australia are avid multitaskers
One screen is not enough for most internet users in Australia, according to July 2015
research. In all except the oldest age groups, most web users reported using another
device while watching TV. According to a poll, more than nine in 10 internet users in
the country ages 18 to 24 use a mobile phone, computer or other device while
watching television—and so did nearly as many 25- to 34-year-olds. Read the full
article.

E-COMMERCE
APAC leads world in share of retail market going to ecommerce
North America and Western Europe have the most mature ecommerce markets in the
world, with large shares of the population participating. But it’s Asia-Pacific where the
largest slice of the total retail pie is purchased via digital means, eMarketer estimates. In
China, where 35.6% of the population will make at least one digital purchase this year,
that adds up to 407.6 million people—more than twice the size of the US digital buying
market. Even in India, where penetration is at a tiny 8.9%, there will be 82.3 million
digital buyers this year—making it the No. 3 market in the world. Read the full article.
Alibaba teams up with Metro Group
Chinese ecommerce giant Alibaba and Metro Group are forming a strategic partnership
to enable the German retailer to sell directly to Chinese consumers, the two companies
have announced. Under the terms of the agreement, Metro AG, which is the largest
retailer in Germany, will sell private-label products to Chinese online shoppers via
Alibaba's Tmall platform. The collaboration would also extend to other areas, such as
logistics and market data. Read the article.

E-COMMERCE
Consumers want more innovative payment methods
MasterCard’s first Retail Social Listening Study has revealed that shoppers around
the world are wanting new payment technologies as they look for simpler and more
innovative ways to pay. Asia Pacific had the highest percentage of “favourable tone”
on the topic of contactless payments around the areas of fashion (99%), food (99%)
and travel (97%) retail sectors. The study analysed 1.6 million unprompted online
conversations around shopping and retail, across 61 markets in order to understand
consumer experience over the last 12 months. Read the full article.
India goes omnichannel
The boundaries between ecommerce and physical retail in India are becoming
increasingly blurred as online retailers open bricks-and-mortar stores and manufacturers
set up their own online portals. Multinational conglomerate, Mahindra Group, for example,
has just launched M2ALL.com, a portal where consumers will eventually be able to buy its
full range of products including cars, real estate and power solutions. Pure e-tailers,
meanwhile, are also moving to lease physical space. Read the full article.

LIFESTYLE
Post-demographic imperatives
Demographics are dead. Adapt your strategy or perish, is the message from
TrendWatching’s latest bonus report on post-demographics. Focusing on the
increasing need for brand authenticity, this report highlights the fact that the traditional
demographic model is broken due to the fact that people of all ages and all markets
are constructing their own identities more freely than ever before. Download the full
report.
Source: www.trendwatching.com
Mobile to overtake newspapers
In 2016 mobile internet advertising will become the world's third-largest advertising
medium, behind television and desktop internet and ahead of newspapers, according to
new forecasts. The latest Advertising Expenditure Forecasts show that next year mobile
will account for 12.4% of global adspend while newspapers will take 11.9%. In terms of
actual value, mobile advertising will grow 38% in 2016 to US$71bn, while newspaper
advertising will shrink 4% to US$68bn. Read the article.

LIFESTYLE
Beacons remain a mystery to most in Japan
Beacons are sometimes billed as the next level of location-aware marketing. But in
Japan, most people still don’t know what they are—and those that do typically have no
experience with them. Retailers have their work cut out for them educating consumers
about the technology. Though young people were more likely to have experienced
beacons, it was still rare. Among women ages 20 to 24, 12.0% had. Among men the
same age, the figure was 8.0%. Respondents ages 15 to 19 were slightly less likely to
have seen beacons in action. Read the full aticle.
Aussies engage with loyalty schemes
Australian consumers are more active in loyalty programs than ever before, with a
significant proportion buying items they don't need just to earn rewards, a new study has
found. A total of 1,367 consumers who were members of at least one loyalty program –
and 84% of Australians fall into this category – were surveyed. The findings reported that
59% of the members were active in all of their programs, with the average number of
memberships being 3.8. Read the full article.

LIFESTYLE
Indian celebrities get ecommerce bonus
Celebrity endorsers in India are benefiting from the funds flowing into online and
ecommerce businesses which are paying them fees of up to 200% over those being offered
by offline brands. The premiums depend on the category involved, according to talent
management firms contacted by the Economic Times, but all were clear that a number of
high-profile funding rounds for various ecommerce firms and start-ups were a factor. Read
the full article.
In Australia, women more avid digital users than men
Are women in Australia more addicted to the internet than men? Data from Nielsen
breaking down content consumption habits by gender indicates female internet users
in the country are more likely to conduct a number of digital activities. Among the
internet users surveyed, females were 4 percentage points more likely to say they
simultaneously accessed the web while watching television almost every day. Read
the full article.

LIFESTYLE
How technology has changed Asia’s consumer behaviour
This article covers how technology is transforming the marketing profession at an
unprecedented rate in Asia and driving consumer engagement in the world’s most
exciting markets. Key findings for the study include how rising internet connectivity via
mobile transforms consumer behaviour and how social networks are re-wiring the digital
landscape. Read the full article.
Brands fall down on personalisation
Most brands are failing to deliver a consistent personalisation experience for
consumers according to a leading Target executive who includes his own
organisation in that assessment. Jason Bradshaw, head of customer experience at
Target Australia, told a Forrester summit for marketing leaders, reported by
Mumbrella, that he felt the retailer was "not where we need to be" as regards
personalised marketing. Read the full article.

LIFESTYLE
Reaching China's 'post-millennials'
Chinese "post-millennials", or people born in China after 2000, are already greatly
influencing consumer habits according to new research into this generation. The study
aimed to establish whether attitudes among these 15-year-olds have changed over the
past 10 years while analysis of social media sites Weibo and Tieba also formed part of
the research. One of the key findings that emerged was that this generation is markedly
more self-confident, self-focused and has a stronger sense of individuality compared to
their peers from five and 10 years ago. Read the full article.
Instagram expands advertising into Hong Kong
Starting this month, Instagram will enable advertisers to run ads on the platform in
Hong Kong. The first batch of partners includes Hong Kong Tourism Board, P&G
Vidal Sassoon, Sony Mobile HK and Opensnap. The self-serve model ads services
are now available in more than 30 new countries—including Hong Kong, Taiwan,
South Korea and India. Read the full article.

WUNDERMAN ASIA HQ
martina.schlittler@wunderman.com
DIGITAL TRENDS
IN Asia-Pacific
AUGUST/SEPTEMBER 2015

Wunderman APAC Digital Trends August - September 2015

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Wunderman APAC Digital Trends August - September 2015