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2015
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-PacificDIGITAL TRENDS MARCH/APRIL
THE WORKPorsche China: 24 hour social race
Twitter against Weibo. USA against China. To announce Porsche's return to the
legendary race, the brand produced the first ever 24-hour Social Race between two
major social media platforms. Tweets were tracked from both sites over 24 hours, with
the winner being whoever has the most tweets at the culmination of the event. With
80% of all tweets, China left USA in the dust. But the Winner? A Twitter team, with 2
926 tweets in 24 hours. Watch the video.
Source: www.bestadsontv.com
Nike follows Japan marathoners on ‘Re: Run’ for redemptionNike documented three women who embodied the maxim that if at first you don’t
succeed, train harder and try again. The brand found three women who had failed to
finish a previous marathon attempt, followed them for two months and helped them
train for the 2015 Nagoya Women’s Marathon which took place on the 8th of March.
This incredibly personal oral-history styled campaign celebrates their transformative
journey and was featured on Nike’s social channels. Read the article.
Source: www.campaignasia.com
THE WORKSamsung VR technology campaign sees father witness birth of child
Samsung’s newest ad campaign is highlighting the benefits of virtual reality, with the
technology brand helping an Australian mining worker to witness the birth of his son
from 4,000km away. The six minute advertisement is part of Samsung’s ‘LifeLIVE’
campaign, which demonstrates the ability of new technology connecting people in
ways that create powerful and emotive shared experiences that wouldn’t otherwise
exist. Read the article, watch the video.
Source: www.mumbrella.com.au
‘Juke by you’ car-decal contest draws 13,000 entriesAn online contest called ‘Juke by you’ invited consumers to design a set of decals for the
Nissan Juke using an online tool. The campaign expanded on the concept of
customization to envision a new era in which people can casually design and customize
their own cars with the same simplicity as changing their mobile-phone cases. Read the
article.
Source: www.campaignasia.com
THE WORKHow TC Bank Taiwan made savings books less yawn-inducing
Dwarfed by large, global banking players with big budgets, Ta Chong Bank (TC Bank
for short), differentiated itself to win new customers simply by personalizing their
savings books. For many people, the memories of receiving their first savings book
provokes a sense of nostalgia. The bank wanted to create an authentic experience and
engage at a deeply personal level as well as to deliver brand influence at minimal cost.
Read the article.
Source: www.campaignasia.comWhy is water wet? Fonterra helps mums answer curious kidsFonterra has developed a digitally led advertising campaign for its Anmum paediatric
milk powder brand that elevates the product positioning from solving nutritional needs
to enhancing cognitive functions. When kids ask the darnest questions, many
bewildered parents answer them in overly simplistic ways to brush them off. After all,
most of them are busy making ‘milk-powder money’ rather than exploring evolution,
follicle health or molecular compounds. While communication in the paediatric milk
category is slowly moving away from functional messaging towards emotional
storytelling, combining the two adds more value for parents. Read the article.
Source: www.campaignasia.com
THE WORKHow Tresemmé woke women up from ‘sleep styling’
Previously seen as the first ‘salon brand’ sold in supermarkets, Tresemmé is now
facing blurring differentiation due to brands like L’Oreal and Schwarzkof. This
campaign shows how the haircare brand set out to provide daily inspiration to New
Zealand women with a social campaign focusing on one woman’s promise to mix up
her look every day for a year, generating 30 million seconds of engagement with
branded content. Read the article.
Source: www.campaignasia.com
Nestle Thailand advises ‘Small bites for big changes’Recognizing that many Thai people want to live healthier lifestyles, Nestle Thailand has
launched an expansive campaign to promote the idea that small, manageable steps
can lead towards that seemingly daunting goal. The campaign also includes
personalized health counselling services in more than 200 grocery stores throughout
the month of March, plus a nationwide promotion on selected products. The online
video garnered more than 3.2 million views across platforms so far. Read the article.
Source: www.campaignasia.com
DIGITAL--SOCIAL
Asia-Pacific CIOs: start your digital journey with mobileTo date, CIOs and the technology management teams they lead have had little
involvement with or engagement in their companies' mobile strategies beyond mobile-
enabling employees. As mobile is the spearhead of digital customer experiences, it's
time for CIOs to step up and either work with their business leader peers to drive
mobile initiatives or even lead those initiatives themselves. This report highlights key
mobility trends and focuses on the role that CIOs should play in driving the mobile
mind shift among their customers and within their businesses. Download the full
report.
Source: www.forrester.com
Double-digit digital ad spending growth continues in Japan, South KoreaJapan is one of Asia-Pacific’s more mature digital ad markets, but ad spending
growth is still in double digits—at least for one more year, according to eMarketer’s
latest estimates. Within digital, search ads are growing slightly faster than display,
but the disparity will disappear in the next few years, leaving search with a solid
majority of digital dollars in Japan. For Korea, growth won’t drop to 9.5% until 2019,
eMarketer estimates, and this year’s increase of 13.0% will bring digital ad
investments in South Korea to $2.94 billion, or 28.4% of all paid media spending.
Read the article.
Source: www.emarketer.com
DIGITAL--SOCIAL2014 Asia-Pacific Digital Overview: We Are Social’s snapshot of key digital data
and stats This article summarises the findings from the We Are Social report on the key digital
statistics from the Asia Pacific region. With 55% of the total world population, APAC hosts
just under half the world's Internet users, and 52.2% of the world's active social media
users. Despite fast growth in internet use in countries such as India and Indonesia,
penetration remains low in many south Asian countries. Highlights from individual countries
are included, as well as a full breakdown for India. Download the article.
Source: www.warc.com15 technology trends in 2015This article sets out 15 trends for 2015, explaining the challenges new technologies
and changing consumer behaviours will create for brands. Trends include interest in
'going off the grid', smaller packs for single people, health & wellness demands for
urban-dwellers, and experiences that look good on social media. Brands should also
reconsider gender-based marketing as young people reject traditional gender roles,
and look towards niche interests as passionate product obsessives make more
businesses viable. Further trends include 'hyper-experiences', the sharing economy,
use of drones, automation such as vending machines for more products, packaging
as an experience, interest in where food comes from, and wearable tech. Download
the article.
DIGITAL--SOCIAL
The mobile customer experience will fuel digital transformation in Asia PacificForrester Research has unveiled its top 10 technology predictions for Asia Pacific in
2015, with expectations that mobile-powered customer experiences will fuel digital
transformation in the region. CIOs will need to improve collaboration with business
leaders to craft superior customer experiences as digital transformation is expected
to drive technology spending growth up by 4.9%. Read the article.
Source: www.marketing-interactive.com
10 fascinating digital marketing stats from APAC
A monthly roundup of stats on mobile commerce, mobile ads, WeChat and a whole
load on smartphone usage from APAC that keep you updated with the latest digital
marketing and e-commerce trends. This month features India’s discount cartel, mobile
shopping stats, Vietnam’s and Philippines’ rise in smartphones, China’s thoughts on
mobile ads, as well as a regional breakdown of internet and social media penetration.
Read the article.
Source: www.econsultancy.com
DIGITAL--SOCIALAsia strategy report
Warc's Asia Strategy Report features five chapters that examine how strategic ideas
are growing brands in Asia. Its insights are drawn from the Warc Prize for Asian
Strategy and covers how strategy is diversifying, how media channels are becoming
more central to strategic development as well as how digital is allowing brands to
build scale for small, contained ideas through online video and social media.
Download the report.
Source: www.warc.com
Trendwatching.com’s April 2015 SnapshotThe trendwatching.com April Snapshot offers a curated glimpse into the 190
examples that have been added to the innovations database this month. This report
includes featured trends of 100+ trends that are tracked with insights and examples,
mega-trend highlights on new innovations, as well as industry highlights with
examples of best practice from across 15 B2C industries. Download the report.
Source: trendwatching.com
MOBILEeMarketer report: mobile content and activities roundup
The audiences for mobile content are huge—from video and games to social
networking, apps and retail, more than 100 million US consumers are doing it on
mobile phones. The smartphone hasn’t replaced the PC, but as more people
consume more mobile content, they all expect an excellent mobile experience.
eMarketer has curated a roundup of key stats, insights and interviews to help
marketers stay on top of the latest trends. Download the report.
Source: www.emarketer.com
The global mobile revolution is just beginningMany B2C marketers are starting to design websites and marketing campaigns with
mobile in mind instead of simply retrofitting their approach to mobile. To cope with the
accelerating global mobile revolution, marketers must think of mobile as more than
just one of the digital channels available and instead embrace it as an enabler of
high-value, contextually powered mobile moments. This report shares Forrester's
take on the key global trends shaping mobile consumer behaviours in the next five
years and their implications for marketers. Download the report.
Source: www.forrester.com
MOBILEThe new mobile mind shift index: China
Marketers in China are lagging behind consumers in mobile adoption, and they need
to do a better job understanding mobile behaviour trends to develop effective mobile
strategies. Forrester's newly updated Mobile Mind Shift Index (MMSI) is a tool to
enable marketing leaders to determine how urgently they should provide mobile
services and which features to include. This report introduces the China version of
MMSI and analyses Chinese consumers' mobile intensity, expectations, and
behaviours to help marketers prioritize their approach. Download the article.
Source: www.forrester.comChina mobile users ambivalent about adsChinese consumers exhibit contradictory attitudes towards mobile advertising, with
two thirds regarding it as necessary, annoying and interesting all at the same time,
according to a new survey. Overall, 94% felt that mobile advertising was needed
even as nearly the same proportion (89%) saw it as annoying, while three quarters
(75%) said it was interesting. The study also highlighted several misconceptions by
respondents including the idea held by two thirds that ads waste users' mobile data
and by around one third that device battery life is shortened as a result. Read the
article.
Source: www.campaignasia.com
MOBILEHuge Growth Expected for Mobile Data Traffic in Japan
Traffic on mobile networks in Japan is set to skyrocket, according to a forecast from
Cisco Systems, with video playing a big part in massive tracking increase. The firm
estimated in February that monthly mobile data traffic per user reached 2.44 GB in
2014, a figure that would rise to 12.59 GB per user per month in 2019. The vast
majority of that traffic was, and will continue to be, from smartphones. Tablet traffic
will gain some share in coming years, while mobile network traffic from laptops will
decline. Read the article.
Source: www.emarketer.com
Smartphones take off in PhilippinesLow-cost models from local manufacturers are driving the rapid adoption of
smartphones in the Philippines, which is now the third largest market in Southeast
Asia according to new figures. The latest Asia/Pacific Quarterly Mobile Phone Tracker
from researcher IDC revealed that smartphone shipments to the Philippines grew
76% in 2014 compared to the previous year while their share of the mobile phone
market jumped from 24% to 47%. Read the article.
Source: www.warc.com
MOBILEHow Coca-Cola, Standard Chartered and SingTel are using mobile research in
Asia
Mobile advertising surges in Australia
Mobile advertising expenditure in Australia more than doubled during 2014, according to
new figures from the Interactive Advertising Bureau (IAB). The trade body's Online
Advertising Expenditure Report for the quarter ending 31 December 2014, compiled by
PricewaterhouseCoopers, showed that mobile was by far the fastest growing category as
it grew 118% to reach a total of A$762m, or around 17% of all online advertising. Read
the article.
Source: www.warc.com
The report discusses how three brands have leveraged mobile research to deepen their
understanding of consumers in Asia. Coca-Cola found that asking shoppers to keep "app
diaries" tracking their daily beverage intake yielded insights that traditional techniques
would struggle to replicate. Standard Chartered learned that using an app boosted the
chances of a consumer responding to questions at a time close to when they had just
used its financial products. SingTel has even established panels of "digital advisors" in
three Asian markets to test its ideas and innovations, improving its output and enhancing
the position of its customer-intelligence team internally. Download the article.
Source: www.warc.com
E-COMMERCELEGO: next generation e-commerce - more than just an online makeover
This case study describes how a new design solution helped The LEGO Group to
convince its retail partners to heighten the brand experience and increase online
sales. LEGO retailers were not delivering the great online experience that the brand
had ambitions to deliver. LEGO needed to convince retailers that their online channels
had to be optimised. It implemented the 'Next Generation E-Commerce' (NGE)
framework, allowing retailers access to recent insights and best practices. The results
have been outstanding, with revenue increases of up to 45%. Read the article.
Source: www.warc.comFor Japan's digital shoppers, PCs rulePCs are the overwhelming favourite for digital shoppers in Japan, according to
January 2015 research from Lifemedia Research Bank. Nearly nine in 10 digital
shoppers said they used PCs for the purpose, vs. 22.6% who used smartphones and
5.5% who used tablets. When Lifemedia Research Bank asked only those who had
shopped via both PC and smartphone about their preferences, PCs still won out. A
majority said they preferred to shop on a PC, with only about a third declaring a
preference for smartphones. Read the article.
Source: www.emarketer.com
E-COMMERCEWhat's up with mobile buying in Australia?
One in three digital buyers in Australia has made a purchase via smartphone, putting
the country even with the UK and just ahead of the US by this metric, according to
research from PayPal and Ipsos. Among those who did purchase via smartphone,
64% had made a purchase via an app in the past year, while 55% had done so via
mobile browser. And Australia’s smartphone buying audience is younger than average
around the world, with 74% being composed of people ages 18 to 34. Read the
article.
Source: www.emarketer.comAmazon’s new dash button hardware offers instant orders for staple products Amazon has new hardware called the Dash Button that allows one-press ordering of
products you’re likely to want to replace on a regular basis. The Dash Button comes
in a number of different branded versions based on what it’s coded to order, and
includes an adhesive backing and hook holster to let you stick it where it’s most
convenient. The Dash Button is a natural extension of Amazon’s one-click ordering
feature on the web, but turned into a hardware gadget that makes ordering laundry
detergent, for instance, as easy as actually starting the wash cycle. Read the article.
Source: www.techcrunch.com
E-COMMERCEBricks and clicks, best e-commerce mix
Virtual stores like Zalora are making an unexpected appearance in shopping malls.
Currently just 0.2 per cent of retail sales in Southeast Asia are done online, but a
2014 UBS report predicts the market to balloon five-fold in the next five years. And if
ASEAN online shopping reaches a similar level as in China and the US, of about 8
per cent, that could be worth US$35 billion, according to the UBS report. Read the
article.
Source: www.campaignasia.com
Online shoppers in Asia demand free shipping and flexibilityThe UPS Pulse of the Online Shopper Study found that 92 per cent of shoppers in Asia
markets will take action to quality for free shipping when shopping online. Placing
additional items in the cart is the most common behaviour, with 47 per cent of
consumers stating they have done so. In Japan, 83 per cent of online shoppers rate free
shipping as the most important factor, more than consumers in other countries
surveyed. Read the article.
Source: www.campaignasia.com
LIFESTYLEDigital videos better be up to millennial’s standards
Millennials don’t find videos; videos find them, according to research by Trendera.
When asked how they find videos, nearly four in 10 US millennials said they saw what
videos were recommended for them. Fully 37% subscribed to certain channels so that
their favourite content would come to them when available, 36% relied on online trends
to tell them what to view, and just over three in 10 looked at what their friends on social
had shared. Read the article.
Source: www.emarketer.com
LINE woos Indian market with Diljit Dosanjh stickers ahead of BaisakhiLINE, the mobile messaging has announced the launch of customised stickers for Diljit
Dosanjh, a renowned Punjabi singer, actor and television presenter in India. Special stickers
will be launched to celebrate the singer’s fame in tune with the upcoming Baisakhi festival.
LINE is now offering a special sticker set for Diljit Dosanjh through which his fans will be
able to engage with each other across India using LINE and as Baisakhi celebrations
commence, LINE joins the ambiance with the release of new celebrity sticker set. Read the
article.
Source: www.digitalmarket.asia
LIFESTYLECreativity in Vietnam: How far has it come?
Young generations of Vietnamese and open-minded international talent are the
driving force behind Vietnam’s creative advancement. Campaign Asia talked to
seasoned creative talent on both the agency and film production side, who share a
vision of its future. Read the article.
Source: www.campaignasia.com
Chevrolet allows you to digitally test-drive on rugged terrainChevrolet has launched CoDriver, a virtual reality platform to challenge the
traditional automotive retail experience. With CoDriver, passengers take a seat in
a specially fitted vehicle and are transported to a real life environment to
experience the vehicle’s capabilities. Created for the launch of the Colorado High
Country pickup truck, Following their off road adventure, passengers will be able
to share their experience across social media. Chevrolet will unveil the first
CoDriver pilot at the 36th Bangkok International Motor Show. Read the article.
Source: www.marketing-interactive.com
LIFESTYLE26 Asian startups that caught our eye
From apps that connect auto repairmen with drivers with busted vehicles to apps that
help possible advertisers tap into social media platforms with high follower numbers,
here is the newest round-up of Tech in Asia’s featured startups from around the region.
Read the article.
Source: www.techinasia.com
VO5 introduces wearable tech for hair careVO5 will launch a world first in wearable technology, a hair clip that monitors hair and
provides real-time feedback on its health and appearance. The new VO5 Hair Fit Clip
features technology that assesses the hair and provides up to the minute data through
syncing to a smart phone device. VO5 Hair Fit Clip enables women to monitor their hair
health in a completely new way. A world first in hair management, the VO5 Hair Fit Clip
features patented micro-sensors that keep track of changes to the environment and the
affects these have on the hair’s health. Read the article.
Source: www.digitalmarket.asia