Wunderman Apac Digital Trends - July 2015

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

THE WORK
The air-purifier brand that projected crying children onto plumes of factory
pollution With China’s skies often shrouded in haze, air quality indexes frequently reach severe
levels. Xiao Zhu, a year-old air purifier brand, wanted to stand out in a market that was
as congested as China’s heavily polluted air. Xiao Zhu called out the main culprit of
the problem by using the smoke spewing from factory smokestacks as an outdoor
medium by projecting pictures of choking and crying children onto the smoke plumes.
Read the full article.
Source: www.campaignasia.com
Qantas takes passengers on a virtual reality dive into the Great Barrier Reef
Qantas and popular Australian tourist destination Hamilton Island are the latest brands
to experiment with virtual reality, taking audiences on a 360 degree experience of the
Great Barrier Reef. The film is available in select Qantas international lounges and
flights, where it can be viewed through the Samsung Gear VR headset. It is also
available for online streaming via YouTube and 360 video site Vrideo, and as an app on
Gear VR’s Oculus Store, and Android and iOS devices. Read the full article.
Source: www.campaignasia.com

THE WORK
Uber to deliver Xiaomi Mi Note in Hong Kong
Two of the world’s hottest startups Xiaomi and Uber have struck a unique partnership
to rethink the way they deliver products to consumers in Hong Kong. As part a
campaign that kicked off in Southeast Asia earlier this week, Chinese smartphone
maker Xiaomi has teamed up with Uber to sell its flagship Mi Note tablet directly to
Uber customers. Now ordering a Mi Note will follow the exact same process as calling
an Uber. All purchases will be charged to user’s Uber account and the handset will be
delivered via select Uber cars. Read the full article.
Source: www.marketing-interactive.com
16 awe-inspiring immersive websites
E-consultancy has highlighted 16 awe-inspiring websites. Some are single-serve only,
designed to help attract attention or investment. Some were built purely on a creative
whim, designed to inspire others to experiment. Others are fully immersive experiences,
where you have to devote significant time to explore the highly detailed worlds on offer.
All of them are inspiring though, and hopefully these examples will prove that the
internet is just one great big experimental playground, where rules aren’t necessarily
set in stone. Read the full article.
Source: www.econsultancy.com

THE WORK
Direct mail case study: Heineken gets cold and bold
To kick-start the launch of Heineken Extra Cold in Singapore, Heineken organised an
exclusive media-only preview at one of Heineken’s partnered outlets, Kyo. Converting the
club into a laboratory experimenting with sub-zero temperatures for one night only. To
create suspense for the launch, Heineken ensured the Singapore media beat the city heat
with a rather cool invitation to its subterranean Extra Cold laboratory, so cold the invitations
were frozen in a block of ice and invitees had to “unlock” their invitations by literally
breaking the ice to retrieve their invite. Read the full article.
Tic Tac’s tiny poster makes a big impact in Hong Kong
Tic Tac has grabbed the attention of Hong Kong candy lovers; securing huge results with
a small budget campaign. Using a series of witty, super-tiny posters, the same size as
Tic Tac packages, the candy company has quadrupled their social interactions, making
this Tic Tac Hong Kong’s most effective campaign to date. Read the full article.
Source: www.digitalmarket.asia

THE WORK
L'Oréal pulls off illusion of V-shaped face for Chinese girls
In Asia, the popularity if the V-shaped face as become the third coveted aesthetic after big
eyes and fair skin. L'Oréal specifically built a ‘V Look salon’ for the campaign while also
signing South Korean celebrity Yoon Eun-hye as its first Asian spokesperson. The salon
offers “V Look styling services”, which are really a facial diagnoses and a hair trim that
enable female consumers to experience an immediate, even if illusionary, face-lift effect.
Scanning QR codes with WeChat allowed consumers to receive trackable “styling
coupons” and at the same time utilizing LBS positioning to direct consumers to the nearest
Source: www.campaignlive.com
Three real-time marketing case studies from Southeast Asia
Today's ‘always-on’ customers have new real-time expectations, so real-time marketing
has never been more necessary. Thankfully emerging digital marketing technologies and
platforms offer an opportunity that was never before possible with traditional marketing.
This article also offers a glimpse of the future with case studies from forward-thinking
brands in Southeast Asia that are already capitalising on these techniques, McDonald’s,
Nokia and Singtel. Read the full article.

THE WORK
12 best social campaigns and stories from July 2015
July has been a big month for social, with Twitter's sudden removal of its users'
wallpaper images and the recent news story about kids being able to delete their
cringe-inducing social media posts.
This article lets us take a look at some of the best social media campaigns and stories
from the past month including LG Mobile’s social photo contest, a First Direct
campaign and poetry from Alfa Romeo, to name a few. Read the full article.
Skechers’ regional approach to marketing
Marketing Interactive sat down with Vincent Leung, CEO Asia Pacific, Skechers, to find
out more about how the brand has succeeded in marketing its name to Asian
consumers, particularly after opening its shutters in Singapore in 2009. It now has 16
concept stores in the market and aside from regional variations in its marketing
strategies, Skechers also reveals some interesting insights on the differences between
the Singapore and Malaysian markets. Read the full article.

DIGITAL--SOCIAL
Facebook wants to turn Pages into shops
The world's largest social network has built a billion-dollar ad business, but its ambitions
don't end with advertising. Now, according to a report, Facebook is upping its social
commerce efforts and looking to turn Pages into hubs for shopping. Facebook isn't
revealing the brands involved in its ecommerce trials, but says they number in the "double
digits.“ According to BuzzFeed's Alex Kantrowitz, Facebook isn't currently taking a
percentage of sales that take place through Pages, but that is obviously likely to change if
the initiative works and is expanded. Read the full article.
In Japan, YouTube crushes Line for usage
Is Line losing its place atop Japan’s social scene? June 2015 research from
JustSystems found that seven in 10 internet users in Japan used YouTube—more than
24 percentage points ahead of second-place Line. Earlier research has shown Line is
far bigger in Japan than Facebook or Twitter—but those surveys didn’t ask about
YouTube usage. Read the full article.
Source: www.emarketer.com

DIGITAL--SOCIAL
The Future Of The Digital Store
The retail store is on the cusp of a transformation. Today's customers have access to a
growing set of digital devices — devices they are increasingly using to engage with
brands and retailers, on their own terms, while shopping in-store. Simultaneously, new
technologies are transforming retail store operations, allowing the store to operate more
efficiently and with greater flexibility. eBusiness leaders will need to play a bigger role
within the organization and use their backgrounds as digital leaders to help implement
and optimize commerce and engagement technologies within the store. Read the full
report.
Messaging apps threaten social
Three quarters of internet users globally are now using mobile instant messaging
services, according to a new report which suggests that these are increasingly the
location for conversations that once took place on Facebook. For its Q2 Mobile
Messaging Report, researcher GlobalWebIndex polled 47,622 internet users aged 16-64
in 33 countries and established that the number using messaging apps had increased
39% over the past three years. Read the full article.
Source: www.warc.com

DIGITAL--SOCIAL
Content Marketers Should Use Messaging Apps To Build Long-Term Customer
RelationshipsThe Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like
WeChat, Line, and KakaoTalk are transforming into digital platforms where users
interact and trade, giving marketers opportunities to enhance brand affinity. However,
many B2C marketing professionals today limit that potential by only focusing on
promoting flash sales or discounts. This report will help marketing leaders better align
content marketing tactics on messaging apps to the customer life cycle, driving long-
term connections that emphasize customer lifetime value. Download the full report.
Source: www.forrester.com
Facebook unveils preferred friends: is it the solution to News Feed woes?
Facebook has unveiled an update that allows users to select the friends whose posts will
always appear at the top of their news feed. Those preferred friends can include brands
whose pages users have liked. The new functionality is designed "to help prioritize stories,
and make sure you don’t miss posts from particular friends and Pages," but the
functionality is also likely to be welcomed by marketers who have struggled to reach their
fans on Facebook due to the company's user-focused algorithm. Read the full article.

DIGITAL--SOCIAL
Instagram unveils web search
Instagram is one of the most popular mobile photo and video sharing apps, but that
doesn't mean that the web isn't important to its continued success. Recognizing that,
the Facebook-owned service has unveiled an update to its web interface that allows
users to search for people, places and hashtags on web. Eventually, if Instagram's
web features continue to drive meaningful sharing and consumption of content, it
would not be surprising to see Instagram take a Facebook-like approach and extend
its ad offerings to the web. Read the full article.
Indian super viewers: Powering the Desi digital revolution
This article analyses 'super viewers' of online videos in India, where viewership has
increased 100% since 2011. These super viewers show high internet consumption
across multiple devices, are typically 21 to 26 years old and largely male (60%). They do
not limit themselves to entertainment; they're comfortable with technology and use the
Internet for many transactions, such as managing financial matters. Companies can
connect with this consumer group through advertising on customised video content or
through providing unique content. Download the full article.

DIGITAL--SOCIAL
Snapchat on experimentation, partnerships and moving into new ad formats
This event report looks at Snapchat, the photo-sharing app, that is a hit with younger
consumers. The app in investing heavily to understand its user base, for whom "talking is
pictures" and for whom privacy is important. That means avoiding retargeting and
developing new ad products – test and learn is the approach. A priority is getting brands to
switch from landscape video shots to portrait framing that suits how users view content on
smartphones. Download the full report.
Five things to do when approaching influencers
Econsultancy gives five tips when approaching social influencers to represent your
brand:
1. Show them something they care about.
2. Make them look good.
3. Avoid PR speak.
4. Make it personal.
5. Don’t dump them once the fun is over.

DIGITAL--SOCIAL
Twitter launches event targeting
Twitter is borrowing a TV ad sales strategy to make it easier for brands to advertise
against the live event-related conversations that the social network is known for. Through
a new feature called event targeting, advertisers will be able to check out a schedule of
upcoming live events within a dedicated calendar, look over information about that event
like its potential audience size and then buy promoted tweets that will be shown to
people within a seven-day window of when the event is scheduled to take place. Read
the full article.
Source: www.adage.com
Is social media marketing losing its cool factor in South Korea?
Are marketers in South Korea losing interest in social media? According to longitudinal
research by KPR Social Communication Research Lab and Macromill Embrain, usage
of Facebook, blogs, Twitter and YouTube have fallen—substantially—since 2014.
Social media executives responding to this year’s survey were 11.2% less likely to use
Facebook than a year earlier. They were also 14.1% less likely to use blogs, 22.2%
less likely to use Twitter and 32.3% less likely to use YouTube. Read the full article.

MOBILE
Tablet market booms in Vietnam
The tablet market in Vietnam is growing fast thanks to the increased availability of low-
priced models, new figures have shown. According to researcher GfK there has been
double-digit growth in sales of entry level tablets during the first five months of the year,
Inside Retail Asia reported. "Over three in every four media tablets sold so far in 2015
cost less than US$300, as compared to just one in two in 2014, signifying a strong shift
in market trends towards the low-end segment," said Tran Khoa Van, managing director
of GfK in Vietnam. Read the full article.
Understanding smartphones as an influencing device
Although the share of mobile traffic has seen an incredible increase, this is not simply
cannibalising the traffic we would have traditionally seen through desktops previously,
the vast majority of this is being additional traffic. The ramp up of mobile activity is
clearly indicative of this trend and presents a clear challenge to advertisers. Customer
journeys are becoming increasingly complex spanning not only multiple channels but
also multiple devices. Read the full article.

MOBILE
Third of Chinese media time is on mobile
This year mobile devices will account for one third of Chinese adults' daily media time
while digital generally will take half, a study has said. The research from eMarketer
further showed, Digital Market Asia reported, that the time spent daily with digital
media was growing twice as fast as overall media, at 6.8% against 3%. In terms of
actual time, Chinese consumers are expected to spend 3 hours 5 minutes on digital
media in 2015, a 73% increase over the past four years. Read the full article.
China's digital video viewers favour mobile for interaction
eMarketer estimates that more than 456 million people in China will watch digital
video content on an internet-connected device at least monthly in 2015, or one-third
of the total population of the country. More than seven in 10 of those video viewers,
or 332.4 million people, will watch video content specifically on mobile phones this
year. And according to research from Tencent Penguin Intelligence, mobile devices
are strongly preferred to the desktop for interactive video viewing. Read the full
article.

MOBILE
Survey: 75% users conduct mobile search on commute
Without a doubt, smartphones continue to revolutionise peoples’ daily activities and we
constantly look down at the devices while walking, talking, waiting at stop lights and
even while driving. A new Yahoo survey revealed that 90% of mobile users do the
mobile search daily while 75% users search during commuting, while 73% and 58% at
home and office respectively. Read the article.
Wearables shipments to soar in China this tear
The wearable device market in China has already begun a dramatic rise. Last year,
according to iiMedia Research figures, 13.0 million wearable devices shipped in China.
That was already a 150.0% increase over 2013—but this year, the growth rate is even
higher. Wearable device shipments will be up 169.2% to reach 35.0 million. By 2017,
the last year for which iiMedia forecasts wearables shipments, 98.0 million wearables
will be shipped in China. Read the full article.

E-COMMERCE
FMCG brands must address online shopping
Online FMCG sales grew 28% in 2014, according to a new report which identifies a
need for retailers and brands to prioritise their ecommerce strategies accordingly if
they are to capitalise on the evident opportunities. The study by researcher Kantar
Worldpanel – Accelerating the growth of e-commerce – is based on in-depth analysis
of the purchasing habits of 100,000 shoppers in ten of the biggest online FMCG
markets and forecasts that global FMCG online sales will hit $130bn by the end of
2025. Read the full article.
Reckitt Benckiser looks to mcommerce
Reckitt Benckiser anticipates that in future almost one third of its sales in India will
come via mobile commerce, said Nitish Kapoor, the regional director at Reckitt
Benckiser South Asia, the remark made in conversation with the editor-in-chief of
Businessworld at the launch of the latter's Marketing Whitebook. Kapoor noted that
currently ecommerce accounted for maybe only 0.5% of all FMCG sales in India, a
proportion that was predicted to grow to anywhere between 3% and 5% over the next
five years. Read the article.

E-COMMERCE
Asia retailers must cater to Gen Z
Online shopping has now become the preferred method of purchasing in certain
Asian markets and retailers will need to be proactive to meet this trend, especially
when catering for influential "Generation Z" consumers, a recent report has advised.
In its study, How We Like to Shop Online, global property consultancy CBRE found
half of consumers in Asia-Pacific still visit physical stores, but a higher proportion go
shopping online in China, India and South Korea. Read the article.
Digital grocers attract opposite female shoppers in China and Japan
China and Japan may both be in Asia, but that’s about all they share when it comes
to digital grocery shopping. From frequency of purchase to reasons for buying
groceries digitally to fears about doing so, women in the two countries seem to have
little in common. May 2015 polling found that female digital grocery buyers in Japan
were on much less of a schedule than their counterparts in China, for one thing.

E-COMMERCE
Amazon earmarks $5bn for India
Amazon, the world's largest online retailer, is reported to be planning to invest $5bn in
India to turn the country into its biggest market outside the US. According to the
Economic Times, two unnamed people "directly familiar with the company's decision"
also revealed that the ecommerce giant is planning to launch its instant video service
and subscription-based Amazon Prime later this year. Read the full article.
Convenience drives m-commerce
Nearly half (49.5%) of mobile consumers across Asia Pacific cite convenience as the
most compelling reason for shopping on their smartphones, a new survey has
revealed. On-the-move mobility (43.9%) and the growing availability of apps that
make it easy to shop online (39.5%) are also important motivators, according to a
regional survey of 7,000 consumers by MasterCard, the financial payments group.
Overall, consumers from China (70.1%), India (62.9%) and Taiwan (62.6%) are the
most likely to shop using their smartphones. Read the full article.

E-COMMERCE
Alibaba, Unilever form partnership
Alibaba, the Chinese ecommerce giant, and Unilever are forming a comprehensive
strategic partnership to enable the international FMCG group to reach more Chinese
consumers. The companies issued a statement late last Sunday, announcing that
their partnership would go beyond product sales to encompass innovation and
collaboration across a wide range of applications and logistics. Read the full article.
Walmart beefs up online presence
Walmart, the world's largest retailer, has taken over Yihaodian, after buying the
remaining 49% stake in the Chinese ecommerce firm it did not already own. Although
Yihaodian is a minor player in China compared with the likes of Alibaba or JD.com,
Walmart's move to take full control of its venture will help it to target China's rapidly
growing online market. Read the full article.

LIFESTYLE
TrendWatching: July 2015 Snapshot
The July/August Snapshot offers a curated glimpse into the examples added into the
TrendWatching Innovations Database this month. Highlighting the Cannes Lions 2015,
this report shines a spotlight on the key consumer trends that made an impact at the
festival. Industry highlights include examples of best practices from across 15 B2C
industries. Other usual TrendWatching mega-trend highlights are also featured, from
Status-Seeker trends to Post-Demographic. Download the full report.
Source: www.premium.trendwatching.com
Can brands speak the ‘bro code’?
A recent study by Nielsen on Millennial males tallies with this view, stating that Millennial
males today, in theory, are elusive creatures. Moreover, with the evolving role of women,
and the rise of the she-conomy, it comes as no surprise that men have been forced to
make room for women in a largely patriarchal society. This article looks at the rise of
female domination and how men may be feeling the threat of losing their masculinity.
Read the article.

LIFESTYLE
The surprise-generating machine: Fresh predictions for the digital revolution
This article provides fresh predictions that cover the future of mobile and cheap
smartphones, Wi-Fi across towns and villages and YouTube as a 'how-to' resource
for everything and everyone. Today's big tech brands will lose consumer confidence
as the digital revolution brings a radical democratisation of power and access to
international markets. The Internet of Things, on the other hand, will favour big tech
firms who will be able to continually invest to keep their platforms safe and secure.
Download the full article.
Source: www.warc.comAsians welcome sponsored content
Almost two-thirds (62%) of consumers in Asia would be open to branded content and
advertising in return for free access to data. Asian consumers are most willing to accept
offers, in return for free or reduced cost data, from entertainment businesses (42%),
bars, restaurants and café (31%) and travel companies (29%). In terms of content,
consumers are willing to accept sponsored branding or advertising in order to gain free
access to websites and mobile internet browsing (43%), social networking services
(41%) and web-based video services (38%). Read the article.

LIFESTYLE
The first ever artificially intelligent poster campaign
The first ever artificially intelligent poster campaign in the world has been launched in
London, which evolves unique ads based on how people react to it. The technology
works by using a genetic algorithm that tests different executions based on the strength
of their various features of ‘genes’ such as copy, layout, font and image. By installing a
camera on the posters, engagement can be measured based on whether passers-by
look happy, sad or neutral. Read the full article.
Source: www.campaignbriefasia.com
Subscriptions to outpace ad sales for OTT revenues in APAC
Currently, advertising is the biggest component of the over-the-top (OTT) TV and
video revenue pie in Asia-Pacific. According to estimates from Digital TV Research
Ltd., advertisers in the region spent $1.61 billion on the channel last year, compared
with $1.03 billion in subscription revenues. But as both figures grow, a switch is
expected by 2020, when subscriptions will bring in $4.76 billion and ads $4.35 billion.

LIFESTYLE
How social media can help with recruitment
Although 98% of HR managers say social networking is an important tool for
recruiting, the majority of HR departments don’t seem to have a specific strategy in
place when it comes to talent acquisition on social media. An effective and easy
solution to this state of things is provided by employee advocacy on social media.
When used to show the human side of a brand to the world, social amplification
platforms prove particularly beneficial for the HR department of a company. Read the
full article.
Here are 9 Snapchat images that opened Mecca to the rest of the world
During Ramadan Snapchat gave the world a look at Mecca with its first live story from
Islam's holiest city. "Mecca live" even trended on Twitter. The push to get a Mecca
story on Snapchat started after the app featured a story from the West Bank.
Snapchat's Live Story feature lets users collaborate on sharing videos from specific
places and events. Live programming in the messaging app has been known to
generate millions of views for such events. The company boasts 2 billion video views
a day, in all. Read the article.

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

Wunderman Apac Digital Trends - July 2015

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Wunderman Apac Digital Trends - July 2015