APAC Digital Trends - February 2015

2015
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS FEBRUARY

THE WORK
Mini Australia targets Chinese migrants with Weibo presence
Mini Australia is targeting Chinese Australians with a social media push timed to
coincide with Lunar New Year with the brand establishing an official brand presence
on Chinese social media site Sina Weibo. According to Mini Australia, the move is the
first time an Australian automotive brand has utilised China’s social media giant
Weibo. The Mini Weibo presence will aim to engage Mini buyers within the Chinese
community in Australia. Read the article.
Source: www.mumbrella.com.au
Coca-Cola celebrates its 100 year old bottles
Coca-Cola has launched a fresh global campaign to celebrate the 100th anniversary
of its iconic green bottles. This campaign will run under its “Open Happiness” platform
and across 100 countries globally. Currently Coca-Cola ads are already running on its
social media platforms. These ads were first posted on Coca-Cola Journey Site as
well as its YouTube channel. Read the article.
Source: www.marketing-interactive.com

THE WORK
Dove steps in on negative comments during The Oscars
As part of its new social media campaign #SpeakBeautiful, Twitter and Dove
encouraged women to turn ugly tweets into beautiful ones using new technology that
uses Twitter data to identify negative social media conversations about beauty and
body image. When a negative tweet was posted, the technology was used by Dove to
send non-automated responses to real women. The response includes constructive
and accessible advice to encourage more positive online language and habits. Read
the article, watch the video.
Heineken promotes froth-free CNY resolutions
Heineken Taiwan has created a campaign that rides on the concept of Chinese New
Year resolutions. According to Chinese tradition, one of the ways to make a wish come
true is to write your wish on a paper lantern, light it up from underneath like a hot air
balloon and fly it up into the sky. Instead of following tradition, the brand decided to write
up people’s excuses for not sticking to their Chinese New Year resolutions year after
year. Read the article.

THE WORK
Samsung takes desert dwellers on a virtual shark dive
Samsung launched Gear VR, a virtual reality headset, by creating ‘dive shop’ in land
locked Alice Springs, where customers could come try a 360-degree shark diving film,
which lets users experience the underwater home of great white sharks without
evening donning a wetsuit. Underwater footage of the great whites was captured near
Port Lincoln in South Australia, including a 360-degree shot of the inside of a shark’s
mouth, captured when it attempted to eat the camera rig. Read the article. Watch the
video.
Source: http://www.mumbrella.asia
Effort turns search engines into reminders about missing people
Internet users who try to search on popular websites in the month of February might
find a reminder that while they search for a bargain or a nugget of information,
thousands of other people are searching for a missing loved one. The ‘Help find me’
campaign causes information about missing people to pop up on users’ screens when
they use the search function on particular websites. Several high-traffic sites have
donated their search bars for the duration of the campaign. Watch the video.
Source: www.campaignasia.com

THE WORK
5 heart-tugging CNY ads from Malaysian brands
The festive season is always a great time for innovative advertisements to remind us
of the things we often take for granted. This Chinese New Year, Malaysia boasts its
home-grown artistic talents with poignant narratives guaranteed to tug at your heart
strings. With themes ranging from multicultural unity to residential harmony, this article
rounds up the top five favourite advertisements to celebrate the year of the Goat in
cinematic style. Read the article.
Engagement Meter: Cheesy goodness wins hearts
Visa Malaysia, Cebu Pacific and Burger King Singapore land atop this week’s appetizing
list of the most engaging social campaigns, curated by Unmetric. Other campaigns in
the roundup include a campaign by Pizza Hut Singapore for the Cheese Blossom Pizza
and Samsung Mobile India for the Galaxy Tab, Note 4 and GalaxyA5. Read the article.

DIGITAL--SOCIAL
Eight social video trends to look out for in 2015
2014 was the year when native video advertising evolved and viewability was on the tip of
everyone’s tongue. But what can we expect from video advertising in 2015? Here are a
breakdown of the latest trends, starting with how Facebook’s video features will
increasingly pose a challenge to YouTube, how TV networks are becoming more
programmatic and how emotional testing and targeting will drive digital content strategy and
distribution. Read the article.
Brief: Asia Pacific Firms Measure the Wrong Social Metrics
Marketers are increasingly funding social media programs in Asia Pacific. But most
are still beginners at social measurement — focusing on simplistic metrics such as
fans, followers, and engagement. Marketers need to measure social's impact on key
business objectives instead. This report helps marketing leadership professionals find
the right metrics to measure the true impact of their social media efforts, taking into
account the customer life cycle and journey, and describes how marketers must map
their social marketing efforts to this framework. Read the article.
Source: www.forrester.com

DIGITAL--SOCIAL
China disillusioned by social media
More and more Chinese people are using social media but an increasing proportion are
also questioning its effect on their lives according to new research. For its China Social
Media Impact Report, research firm Kantar polled 13,341 online users as well as carrying
out face-to-face interviews and text-mining of posts on Weibo and WeChat. It found that
most people had a positive view of social media's impact: 64.7% compared to 12.2% who
thought it had a negative impact, with the remaining 23.1% being neutral.
Read the article.
Source: www.warc.com
Japan, India boast largest Twitter audiences in APAC
The countries in Asia-Pacific with the two largest Twitter populations have
dramatically different profiles, according to eMarketer’s latest estimates of social
network usage around the world. This year, Japan will boast the region’s largest
Twitter population, at 26.0 million, while India will come in second with 22.2 million
users. Indonesia has Asia-Pacific’s third-largest Twitter audience, with 18.7 million
monthly users expected this year. Read the article.
Source: www.emarketer.com

DIGITAL--SOCIAL
Do China’s WeChat users like brand accounts?
WeChat is the second most popular social or messaging app accessed by internet
users in China, according to GlobalWebIndex, and past research from the China
Internet Network Information Centre (CNNIC) indicated users were much more
interested in news and celebrities than in brands. But data also suggests a
substantial number of users do focus on following brands. Nearly 19% of WeChat
users in China counted companies as the primary type of official WeChat accounts
they followed. Read the article.
Spring Festival Gala sets record for most online views of a live stream in China
everCCTV’s Spring Festival Gala has become as big a part of the holiday as dumplings or
firecrackers for many people in China. While it may not come close to matching the
TV viewership, iQiyi’s live stream of the entire show still broke records, capturing
more than 14 million simultaneous viewers and smashing the previous simultaneous
viewer record set during the World Cup. The company also says that in total, the
Gala had been streamed more than 70 million times as of Thursday, and attracted
more than 100 million comments. Read the article.
Source: www.techinasia.com

DIGITAL--SOCIAL
Asia gets creative with automated ad buying
Cost and operational efficiencies encourage brands and agencies to book high-impact
formats programmatically. Using Optus’s highly successful brand-focused, automated,
digital campaign as an example, this article discusses how programmatic campaigns
are becoming more of a premium channel with the growth of private marketplaces,
allowing advertisers to access media inventory more easily while deploying
campaigns in a quicker and more efficient way once most of the operational kinks are
worked out. Read the article.
Facebook launches marketing partners programme
After announcing an in-house creative agency Creative Shop last year, Facebook is
continuing to build marketing services capabilities. It has now launched its Facebook
Marketing Partners programme, complete with a new site and updated tools.
Marketers can find partners in several areas of expertise, such as: Ad Technoligy,
Media Buying, Facebook Exchange, Community Management, Content Marketing,
Small Business Solutions, Audience Onboarding, Audience Data Providers and
Measurement. Read the article.

MOBILE
Indonesia home to fragmented smartphone market
eMarketer estimates that as of the end of 2014, 136.9 million people in Indonesia, or
54.0% of the country’s population, owned and used a mobile phone at least monthly.
That gave Indonesia the fourth-largest smartphone audience in Asia-Pacific last year.
While more than a quarter of smartphone shipments in Indonesia in Q4 of last year
were Samsung devices, the No. 1 manufacturer in the country, even more were
“other” brands with so small a presence they did not individually make the top five.
Read the article.
WeChat users sent each other 1 billion cash-filled red envelopes
During Chinese New Year’s Eve, amidst all the other festivities, China’s WeChat
users sent each other an astonishing 1.01 billion red envelopes (pictured above), the
social media company revealed this afternoon. The virtual red envelopes stuffed with
actual cash, which mirror a long-held gift-giving tradition at Chinese New Year, are a
growing trend in China as people make more use of online payment methods. Read
the article.

MOBILE
Multi-screen behaviour in Malaysia, Indonesia and Singapore
Microsoft Advertising’s research into multi-screen behaviour in Malaysia, Indonesia
and Singapore reveals opportunities that marketers can capitalize on when
advertising across devices in the region. The article includes slides with consumer
behaviour research in Asia on multi-screen viewing habits as well as what
consumers are using their screens for. Read the article.
High engagement among tablet users in China
eMarketer estimates there were 281.2 million people in China using tablets regularly
by the end of 2014, and according to research from Tencent, they’re mostly male,
young and highly engaged. The 2014 survey of users ages 13 and older found that
about two-thirds were male, while 85% were ages 18 to 39. Over half of respondents
reported using their tablets more than once per day, with the typical user spending
hours with the device daily. Read the article.

MOBILE
Wall’s wants consumers to start smiling
China’s top two taxi-hailing apps ink merger deal
Amid competition from US-based taxi-hailing app Uber, two of China’s leading car-
booking apps, Didi Dache and Kuaidi Dache, have announced to end their rivalry and join
hands to create one of the world’s largest smartphone-based transport services. The
combined entity is estimated to be worth about US$6 billion. Didi is believed to hold a
larger stake of 52%. Read the article.
Unilever’s ice cream brand Wall’s in Indonesia has launched “Taste Joy”. This campaign
is done with the help of a Facebook application equipped with smile detection technology.
Running until the end of March, the app tracks the number of smiles on each photo
uploaded either on Instagram, Twitter, or Facebook using the #TasteJoy hashtag. Based
on the total number of smiles seen on all of the users’ photos, the app will instantly
generate a unique video for each user, which can then be shared across social media
platforms. Read the article.

E-COMMERCE
Indian ecommerce put in perspective
Online retailing in India is set to multiply almost eightfold in the next five years but it
will still be a long, long way from threatening the dominance of traditional retailers, a
new report has said. eCommerce in India: Accelerating growth, from consulting firm
PWC, confirmed the speed of growth in ecommerce in India, but also put that in
perspective by pointing out it would still only account for 3% of all retail expenditure
by 2020, up from 0.4% in 2014. Read the article.
10 of the most useful mobile shopping apps in Indonesia
Experts with skin in Indonesia’s ecommerce game will tell you to ignore mobile at
your own risk, which is sound advice. Asian countries account for nearly half of all
mobile online shopping, worth more than US$230 billion annually. With Indonesia’s
mobile phone penetration rate beating home internet penetration by a factor of six,
and all three of its major local telcos having recently launched their own 4G networks,
the archipelago is poised to play an important role for any company hoping to enter
Asia’s mobile commerce space. Read the article.

E-COMMERCE
How to make ecommerce work for Southeast Asia tomorrow
Global management consulting firm AT Kearney and the CIMB ASEAN Research
Institute recently published a report about removing barriers in Southeast Asia’s
ecommerce space. The firms argue that with the ASEAN Economic Community set to
come into effect by the end of this year, online retail companies are poised to make a
significant impact of the region’s economic development. Read the article.
China online retail forecast, 2014 to 2019
Total online retail spending in China reached $307 billion in 2013 and is forecast to
grow at a compound annual rate of nearly 20% until 2019, when it should exceed $1
trillion. What's driving this strong and increasing eCommerce momentum? Mobile
sales and online retailers' expansion into new product categories and regions of the
country. This report examines how China's eCommerce market will grow over the
next five years and what the key trends shaping online retail development are.
Download the report.
Source: www.forrester.com

E-COMMERCE
Wootag lets viewers buy and interact with brands inside videos, targets
Southeast Asia Video advertising is reshaping Southeast Asia’s media landscape with increased
internet connectivity, a higher demand for choice and control, and an overall growing
consumption of online video content, according to a recent Nielsen report. This is
good news for Wootag, a video engagement product that lets viewers make
purchases and interact with brands inside the video they’re watching. Read the
article.
ASEAN ecommerce poised for take-off
The online retail market in the leading ASEAN countries could grow by 25% a year in the
short term according to a new study which also identifies five barriers that will first need
to be overcome. As the ten-nation Association of Southeast Asian Nations (ASEAN)
prepares to transform into a single market by the end of this year, a report by consulting
firm A.T. Kearney – Lifting the Barriers to E-Commerce in ASEAN – sees "considerable
growth potential" for the six major markets of Indonesia, Malaysia, Philippines,
Singapore, Thailand and Vietnam. Read the article.

E-COMMERCE
Fashion ecommerce: are virtual fitting rooms the silver bullet?
It's common to see fashion retailers focus on the latest bright new shiny toys
considered to be the latest digital craze or phenomenon, and in doing so miss out on
delivering content and experiences that really matter to consumers. One area where
the majority of fashion retailers fall short, according to Euromonitor, is content and
consumer experiences for size and fitting. Consumer experience in this context
relates to delivering positive, intuitive, seamless steps so the consumer can gain
confidence in a his/her size selection when purchasing apparel online. Read the
article.
Source: www.econsultancy.com
Ecommerce reshapes Indian retail
The advance of online retailing is changing the face of India's retail landscape at
bewildering speed says a new report that expects its share to grow fivefold in the next
five years. Think India. Think Retail, by property consultant Knight Frank, was based on
a survey of more than 30,000 retail outlets across 23 categories in seven cities. Online
retail's 2% share of the overall retail market in 2014 was set to grow to 11% by 2019 to
reach a value of Rs 839bn ($14bn). Over the same period total retail spending in these
cities was forecast to more than double to Rs 7,650bn. Read the article.

LIFESTYLE
Real-time check on what Malaysians are spending on
TrustedCompany.com an open, review-driven community that connects consumers
with each other, has come up with an infographic on what Malaysian consumers are
spending on. Inspired by the infographic The Internet in Real-Time, it created Retail in
Real-Time – a glimpse of how and where the Malaysians spend their cash and just
how quickly these numbers grow. Read the article.
SE Asia sees programmatic video boom
The fourth quarter of 2014 was a "tipping point" for programmatic video in Southeast Asia as
trading volumes soared, new data has shown. A quarterly report from demand-side platform
TubeMogul detailed how inventory had rocketed, with three figure percentage increases in
most markets, as more and more consumers turned to online video. Indonesia was the
standout market in this respect, as video ads available through real-time buying doubled for
the second consecutive quarter: weekly auction averages jumped from 33.2m registered video
ad streams in the third quarter to 68.5m in the fourth quarter. Read the article.

LIFESTYLE
Urban India spurs FMCG growth
Household FMCG consumption in urban areas of India surpassed rural India in both
volume and value terms last year, although rural areas still delivered better results in
certain categories, nationwide research has found. According to data collected from
79,400 Indian households by research firm IMRB, FMCG consumption volume in
urban areas grew 4% across all categories in 2014 while it declined 3% in rural
areas. Read the article.
Nutri-Grain leaves ‘Iron Man’ behind for ‘Unstoppable’ teens
Kellogg brand Nutri-Grain today ends its longstanding position as ‘Iron Man food’
with a rebranding that specifically targets ‘indifferent’ teens, using branded content
to focus on young people who show courage in the face of adversity. The first in
the series is a blind teen from Brazil who surfs. Moving away from a belief-based
platform gives the brand reason and right to shift away from talking at them from
the breakfast table and instead to have a more meaningful and relevant dialogue
in the teen’s world. The brand will be using the #livesunstoppable hashtag to
generate discussion. Read the article.

LIFESTYLE
10 trends shaping retail marketing in Asia
Asia will be driving the world’s retail sales in the next five years says PwC and The
Economist Intelligence Unit’s 2015-16 Outlook for the Retail and Consumer Products
Sector in Asia report. According to the report, the region’s retail sales will grow by 8.5%
in US dollar terms, higher than the global average growth rate of 5.6%. By 2018, it is
estimated that Asian retail sales will amount to US$10 trillion, much of which will be
driven by India and China. Read the article.
Source: www.marketing-interactive.comIndia's youth embrace change
India's youth are "change champions" and brands need to take account of their
concerns if they are to win in the long run according to a new study. PR firm Genesis
Burson-Marsteller conducted a series of brainstorming sessions across India with
consumers from the millennial and Generation X age groups for its report TR:OUTH:
Trends for Indian Youth 2015 and identified ten trends that marketers should consider
in the year ahead. The pervasiveness of new technology with its capacity to connect
and to feed an insatiable appetite for information, entertainment and instant gratification
is at the heart of many of the trends highlighted by the report. Read the article.

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

APAC Digital Trends - February 2015

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