2015

THE WORKDIGITAL--SOCIALMOBILEE-COMMERCELIFESTYLE

IN Asia-PacificDIGITAL TRENDS AUG/SEPT

THE WORKAINZ&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.comBringing the Internet of Things to buses in BeijingIn 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.

Source: www.adage.com

THE WORKWestpac 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 trendsThe 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 WORKCoca-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 WORKFive 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 dreamsAustralian 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.

Source: www.emarketer.com

DIGITAL--SOCIAL

Brands need to earn participationMost 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.

Source: www.warc.com

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.

Source: www.warc.com

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.

Source: www.warc.com

Five truths and misconceptions about social media in ChinaChina’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.

Source: www.econsultancy.com

DIGITAL--SOCIAL

15+ APAC digital marketing stats from August 2015This 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.

Source: www.econsultancy.com

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.

Source: www.econsultancy.com

MOBILEChina 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.comMobile leads to better campaign results: StudyWant 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

MOBILEMillennials 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.

Source: www.emarketer.comJapan's digital payment users avoid mobileIn 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.

Source: www.emarketer.com

MOBILEAsian 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.

Source: www.warc.comMobile search apps make moves in ChinaMore 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.

Source: www.emarketer.com

MOBILEAsia-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.

Source: www.emarketer.comInternet users in Australia are avid multitaskersOne 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.

Source: www.emarketer.com

E-COMMERCEAPAC 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.

Source: www.emarketer.comAlibaba 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.

Source: www.warc.com

E-COMMERCEConsumers 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.

Source: www.marketing-interactive.comIndia goes omnichannelThe 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.

Source: www.warc.com

LIFESTYLEPost-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.comMobile to overtake newspapersIn 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.

Source: www.warc.com

LIFESTYLEBeacons 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.

Source: www.emarketer.comAussies engage with loyalty schemesAustralian 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.

Source: www.warc.com

LIFESTYLEIndian 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.

Source: www.warc.comIn Australia, women more avid digital users than menAre 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.

Source: www.emarketer.com

LIFESTYLEHow 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.

Source: www.marketing-interactive.com

Brands fall down on personalisationMost 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.

Source: www.warc.com

LIFESTYLEReaching 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.

Source: www.warc.comInstagram expands advertising into Hong KongStarting 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.

Source: www.marketing-interactive.com

WUNDERMAN ASIA HQmartina.schlittler@wunderman.com

DIGITAL TRENDS IN Asia-Pacific AUGUST/SEPTEMBER 2015