Wunderman Digital Trends APAC May Issue

1. 2015
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS MAY

2. THE WORK
Subway ‘Pump Battle’ for Reebok in Korea
Reebok in Korea launched a campaign promoting the Reebok ZPump Fusion with a
“Subway Pump Battle.” Working off the insight that people spend too much time sitting
and not enough time exercising (74 percent of Korean office workers admitted to a
lack of exercise), the brand installed the game in the subway to encourage commuters
to work out while they wait, inviting participants to a race to see who can press the
most amount of pump buttons in the time allowed. In addition to an accompanying
video, other campaign elements includes social media activations on Facebook and
Instagram, as well as an online event. Read the full article. Watch the video.
Source: www.adweek.com
Cold drinks give the women on these bar coasters sudden cuts and bruises
A Japanese campaign aims to combat domestic violence in the country with inventive
coasters that hope to tame excessive drinking, which can contribute to the problem.
Yaocho, a bar chain, created the coasters, each of which features a portrait of a
woman's face printed in thermal ink. When a cold drink rests on the coaster, the
portrait changes to include cuts and bruises. Download the article.
Source: www.adweek.com

3. THE WORK
#SPCSunday: The hashtag that saved a 100 year old company
This case study explains how SPC, the largest fruit processor in Australia, built a
social media campaign off the back of a single customer tweet, to reverse sales
decline. SPC had been experiencing declining annual sales for three years, with
consumers continuously choosing cheaper imported alternatives. A chance tweet by
an ordinary Australian mum inspired a quick-fire social campaign promoting
'#SPCSunday'. It leveraged a cultural tension that rallied the support of the Australian
people, reversing sales decline and ultimately saving the company. Download the
article.
Source: www.warc.comHow Fonterra successfully launched a new premium brand in China: APAC
InsightsExpansion into China is a challenge facing many brands at the moment. The size of the
market coupled with a growing appetite for ecommerce and premium imports means it’s
an opportunity that’s too big to ignore. This article explores how the Anchor dairy brand
was launched, telling this story from market consumer insight development through to
communication plan and execution. Read the full article.
Source: www.econsultancy.com

4. THE WORK
adidas #all in or nothing
Shortlisted for a Warc Prize for social strategy, this case study explains how adidas
planned ahead to create content that could be used in real-time responses to
developments during the 2014 football World Cup. The challenge was to drive brand
heat for Adidas by creating talkability in a crowded World Cup social-media space,
owning social conversation and stimulating product sales. Download the full article.
Source: www.warc.com
A mysterious ad shows new way to address taboo illness in Hong Kong
In a push to promote an anti-fungal medical product, Bayer Healthcare created an
intriguing campaign to present the medicine to women in a more acceptable way. The
campaign twists the Cantonese term “Yum Tou-Yim” (陰道炎), meaning vaginitis, to a
Korean-style pronunciation “Kum Tou-Yin” (金道賢), apparently a hijacking on the famed
Korean actor Kim Soo-hyun (金秀賢). The idea was to raise awareness and to
encourage women to embrace the illness positively by riding on the recent Korean
trend in Hong Kong. Read the full article.
Source: www.marketing-interactive.com

5. THE WORK
Samsung project develops app to help kids with autism connect
A smartphone helps children with autism connect emotionally with family members
thanks to an app developed and tested by Samsung and in partnership with university
researchers. The brand worked with academic researchers to develop and research
the effectiveness of ‘Look at Me’, an app that purports to help children with autism
improve their ability to make eye contact and identify the emotions of people in their
lives. The campaign includes a couple of online films that share the story. Read the full
article. Watch the video.
Source: www.campaignasia.com
Caltex gets brand lift in SEA via game-in-video campaign
The petrol company worked to significantly improve recognition for its Techron brand
using an in-video game experience and programmatic audience targeting across six
Southeast Asia markets. The company wanted to change the common misconception
that all fuel is the same, and to tap the storytelling power of video and interactivity to
increase engagement. The successful, regional cross-screen campaign targeted
young male drivers in Hong Kong, Cambodia, Thailand, the Philippines, Malaysia, and
Singapore. Read the full article.
Source: www.campaignasia.com

6. DIGITAL--SOCIAL
Weibo kicks off 2015 with renewed growth, now has 198M monthly active users
Weibo, the closest thing China has to Twitter, now has 198 million monthly active
users, according to the company’s latest earnings report for the first quarter of 2015.
That number is up 11.2 percent from 175.7 million in the previous quarter, a rise of 38
percent year-on-year. Weibo hit 89 million daily active users in March, up 34 percent
from the same time last year. 86 percent of Weibo users access the social network via
mobile device. Mobile monthly active users grew 57 percent from the same time last
year. Read the full article.
Source: www.techinasia.com
These new Facebook ads come with a call button to ring up businesses
Facebook has built a "call" button people can tap to call businesses directly from an
ad. More than 40 million businesses have Facebook pages, and now they can add
the instant call button in marketing campaigns. The button opens more direct-
response marketing opportunities on Facebook, which previously only offered
businesses the ability to ask users for Likes or a button for directions. Facebook calls
these "local awareness ads," and they can target users by neighbourhood. Read the
full article.
Source: www.adweek.com

7. DIGITAL--SOCIAL
How Lamborghini uses social engagement & loyalty KPIs to measure 'desire'
Lamborghini probably wouldn’t have to try too hard to gain a massive following on
social. However, the company pours a huge amount of effort into cultivating social
communities as part of its strategy to become the most desirable car brand in the
world. Working over a period of four years, the company focused on authentic
communication, audience growth, community governance and brand protection as
well as content creation. Read the full article.
Source: www.econsultancy.com
The three secrets of video-based digital marketing
This event report sets out a framework for branded video content, with three key types
of content.
Video is increasingly becoming an effective way to engage with younger audiences.
They are:
• Hero content, which costs more but has broader reach.
• Hub content, which is consistently posted.
• Housecleaning content, the things brands need to do.
Download the full report.
Source: www.warc.com

8. DIGITAL--SOCIAL
14 fascinating APAC digital marketing stats from April 2015
Last month’s stats on digital marketing cover programmatic advertising, mobile
marketing in Australia, India’s growing online population and contactless payments.
Other regional trend topics include Apple vs. Xiaomi, Australian newspaper
subscription, China’s online growth, smartphone adoption in India and on-demand
TV viewing in Australia. Read the full article.
Source: www.econsultancy.com
May 2015: Social media statistics compendium
The Social Media Statistics document is part of Econsultancy's Internet Statistics
Compendium package, a comprehensive compilation of internet statistics and online
market research with data, facts, charts and figures that are ideal for presentations,
business cases or client pitches, RFPs and understanding the marketplace as a whole.
Econsultancy has aggregated as much data, research and resources together in this
one place, to help you quickly find the relevant statistics or information about social
media that you need. Download the full report.
Source: www.econsultancy.com

9. DIGITAL--SOCIAL
Marketers lack right customer metrics for digital transformation
Australian marketers are still largely approaching digital in terms of campaigns and
short-term acquisition and aren’t developing the right skills and business metrics
required to drive true digital transformation. The latest APAC Digital Directions
Strategies, Mandates and Challenges report, produced by CMO Council in
partnership with Adobe, set out to gauge the state of digital marketing transformation
across the Asia-Pacific region and how budgets, skillsets and activities are reflecting
its evolution. Read the full article.
Source: www.cmo.com.au
WeChat strengthens presence in Malaysia
Mobile social communication app WeChat has reached 549 million monthly active
users (MAUs) globally, a jump from the 500 million users-mark achieved three
months ago. In Malaysia, WeChat boasts a 95% smartphone penetration rate.
According to WeChat, Malaysia is a key market for the app as it aims to transform
social interaction into a platform for brands to interact with their consumers. Read the
full article.
Source: www.marketing-interactive.com

10. DIGITAL--SOCIAL
Aussie businesses lag in social
One third of Australians on social media follow brands and businesses but only one
third of businesses actually have a presence there and many of those are failing to
engage consumers with tangible benefits. Sensis, polled 800 consumers and 1,100
businesses for its Social Media Report exploring their engagement with social
channels and found that 68% of internet users had a social media profile which they
mainly used to keep up with friends and family. Read the full article.
Source: www.warc.com
Online video in South-East Asia best practice guide
The Online Video in South-East Asia Best Practice Guide is specifically aimed at
brand or marketing managers, content owners and digital marketers in the South-
East Asia region who are using video as a strategic tool. It aims to cover all the key
aspects of online video and equip you with the tools and techniques that will work for
your project and help you achieve clear, measurable business objectives. It’s also full
of contributions from some of the top local as well as global experts in online video to
help you anticipate what will be relevant to your organization in the future. Download
the report.

11. MOBILE
China leads world in mobile travel research
Internet users in Australia who travelled for leisure were significantly less likely than
their counterparts in China to use mobile devices as part of the travel research
process. In Australia, around two-thirds of this group used a PC to do travel-related
research—less than the 71% who did the same in China. But the real gap appeared
when it came to mobile. Respondents in China were more than 3.5 times more likely to
report using a smartphone for travel research, and nearly twice as likely to use a tablet.
Read the full article.
Source: www.emarketer.com
Mobile messaging apps: 800+ million captive consumers for real time insight
This study reveals some of the insights gained from a study that used a mobile
instant messaging app (WeChat) to collect consumer data in China. Snacking
behaviour was recorded to learn how a combination of qualitative, quantitative and
observational techniques can be administered via WeChat in order to record real-
time consumer consumption behaviour. The use of WeChat enabled data collection
in a format that is both convenient and familiar for consumers. The benefit for
researchers and brands lies in the gathering of real-time data, giving insights as they
happen and allowing for more accurate data capture. Download the report.

12. MOBILE
In Japan, mobile retargeting has plenty of room for growth
Nearly half of marketers in Japan are not using retargeting for mobile efforts. Despite
realizing many benefits from retargeting on the desktop, marketers seem behind the
curve shifting the same campaigns to mobile devices. What are the 47% of marketers
who skip mobile retargeting missing out on? Marketers in Japan said retargeting was
best for driving sales (58%), brand awareness (43%) and community building (36%).
Read the full article.
Source: www.emarketer.com
Marketers are using data to fuel effective mobile campaigns
Chinese consumers make dynamic use of mobile data in their daily lives. To thrive,
organizations in China must excel at leveraging mobile data to craft highly targeted
marketing initiatives and continuously improve the customer experience. Led by
Baidu, Alibaba, and Tencent, China's mobile Internet companies support highly
innovative mobile platforms that allow the country's enterprises to serve consumers
in their mobile moments while mobile data management providers like TalkingData
and Umeng further enhance mobile data ecosystems. Download the report.
Source: www.forrester.com

13. MOBILE
Australia boasts highest mobile Facebook user penetration in APAC
The mobile phone Facebook audience is reaching a plateau in Australia, according
latest estimates of mobile phone internet usage and behaviours around the world.
eMarketer forecasts that the number of people who use Facebook on their mobile
phones will rise just 4.0% in Australia this year, after several years of double-digit
audience growth. Nearly 9 million people in Australia will be mobile phone Facebook
users this year, we estimate. That amounts to close to 81% of the country’s
Facebook users. Read the full article.
Source: www.emarketer.com
Aussie agencies, brands lag in mobile
Chinese 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 full
article.

14. MOBILE
Strong Q1 results as Line metamorphoses from messenger to lifestyle service
Line Corporation, the company behind Japan’s blockbuster messaging app Line,
announced its earnings report for the first quarter of 2015. Total revenue for January-
March was JPY 28.1 billion (US$236 million), a 70 percent increase from last year and
a 9 percent uptick quarter-on-quarter. The company has been hard at work
transforming itself into an all-encompassing lifestyle platform. Several new services
have already launched in 2015, including video distribution service Line TV (Thailand,
Taiwan), ecommerce store Line Mart (Taiwan), taxi service Line Taxi (Japan), food
delivery service Line Wow (Japan), and part-time job finder Line Baito (Japan). Read
the article.
Source: www.techinasia.com
Smartphone price wars loom in China
A slowing market coupled with new entrants means that a smartphone price war is
imminent in China. Antonio Wang, an analyst from market intelligence firm
International Data Corporation (IDC), told China Daily the market is set to slow in the
second half of the year. IDC expects sales volumes to hit 450 million units this year,
as the update cycle for smartphones shortens to 1.8 years. And as the market
reaches saturation point, marketers are having to become ever more inventive in
persuading customers to purchase new phones. Read the article.

15. MOBILE
Time spent with mobile video in Japan varies by age
Get creative with mobile ads
The most effective mobile ads are designed specifically for mobile, based on research into
mobile ad formats conducted using a combination of live campaign data and in-lab testing.
Creativity in mobile campaigns is held back by lack of understanding of its role in the path
to purchase and difficulty in measurement. Mobile ads that look good, generate interest,
are fun and have interactive elements are more effective. Download the full article.
Source: www.warc.com
More than eight in 10 digital video viewers in Japan watch videos on their smartphones,
according to November 2014 research from Yahoo. Older smartphone video viewers
tended to watch snackable clips in short sessions. More than half of those over 50 said
they typically had smartphone video viewing sessions of 3 minutes or less; 44.9% of
those in their 40s said the same. Respondents in their 20s were more likely to say they
watched video in sessions of at least 10 minutes than in sessions of less than 3 minutes.
And among the youngest group, those ages 16 to 19, 12.6% reported watching
smartphone video for an hour or more at a time, vs. just 9.5% who watched for 3 minutes
or less. Read the full article.
Source: www.emarketer.com

16. E-COMMERCE
Google to add buy buttons to mobile search results
Earlier this month, Google announced that it was giving mobile users the ability to order
food directly from its search results, signalling the possibility that the next phase of
search's evolution will be transactionalization. Needless to say, Google's push to
transactionalize search could be a boon for Google as it seeks to defend search ads
against other channels, like paid social ads. Some retailers said they worry the move will
turn Google from a valuable source of traffic into a marketplace where purchases
happen on Google’s own websites. Read the full article.
Source: www.econsultancy.comImpulse drives Korean m-commerce
Two thirds of Koreans have shopped via mobile, with many buying on impulse rather
than spending significant amounts of time deliberating their purchase. This is in part
because smaller screens make it more difficult to compare product details. More than
half of mobile consumer decision journeys, from considering products to purchasing,
lasted just one day, compared with 36% for desktop. Since 2010, South Korea's
mobile-commerce market had more than doubled in value and now accounts for
almost one third of all Web-based sales. Read the article.
Source: www.warc.com

17. E-COMMERCE
Mondelez bets big on e-commerce with shoppable ads and ‘buy now' buttons
Mondelez International—the makers of Oreo cookies, Cadbury chocolate and
Trident gum, among other treats—quietly started becoming an e-commerce brand
with a small test in Europe earlier this year. Now, Mondelez plans to convert all its
digital media in 25 countries into shoppable ads with "buy now" buttons to drive
sales through retailers like Walmart and Amazon. The goal is to double Mondelez's
online revenue over the next couple of years, particularly on social media where
millennials are spending a substantial amount of time. Read the article.
Source: www.adweek.com
Ecommerce kills branding
India's fast-growing ecommerce businesses remains focused on price as the way of
attracting customers, a strategy that industry observers argue works against building
brand loyalty for the longer term as consumers surf sites to pick the best price.
Snapdeal has moved in this direction with the recent launch of its 'Dil Ki Deal' brand
campaign, which sees the online marketplace attempting to progress beyond a
simple appeal to the consumer's wallet. Read the full article.
Source: www.warc.com

18. E-COMMERCE
Alibaba and Tencent are disrupting the offline payment market in China
Alibaba's Alipay Wallet and Tencent's WeChat Payment are the leading mobile
payment services in China. Given their strong influence with consumers via their
digital platforms and their ambitions to expand into offline scenarios, we expect both
companies to disrupt the offline payments market in China. eBusiness professionals
have an opportunity to leverage this disruption to offer digital-savvy consumers better
experiences by offering mobile payments in offline scenarios as well as building a
more complete database of customer purchases. Forrester analyses the offline
payment approaches and identifies the likely value of these approaches for eBusiness
professionals. Download the report.
Source: www.forrester.com
India ecommerce to grow 15x
Retailers are fighting back against the onward march of Indian ecommerce, which a
new study says will grow 15-fold over the next 15 years. A report by investment bank
Goldman Sachs predicts that ecommerce will account for 2.5% of the country's GDP
in 2030, by when its value will have leapt from the current figure of $20bn to $300bn.
It cited the availability of affordable smartphones and improving infrastructure
alongside the arrival of 300m new online shoppers during this period will make e-
tailing specifically the largest online segment. Read the full article.

19. LIFESTYLE
Trends 2015: Australian and New Zealand digital banking
The strong focus on growing revenue, combined with digital disruption, tougher
competition, a shake-up in payments, and increasing consumer expectations, means
that digital banking teams in Australia and New Zealand will be expected to deliver a lot
in 2015 and stretch their investment dollars further than ever. This report outlines each
trend and how eBusiness executives can make the most of the coming year to acquire
new customers, engage existing customers, drive revenue, and prepare their firms for
digital business transformation. Download the full report.
Source: www.forrester.com
China’s web users in no rush for Apple watch
Do you need a smart watch? Most internet users in China don’t think they do—and their
numbers have grown as they have seen the early marketing for the Apple Watch,
according to research from CTR Market Research. CTR conducted its first survey about
the Apple Watch in March, and at that time, 41% of internet users who weren’t planning
to pre-order the product said they just didn’t need a smart watch. When CTR followed up
in April, after more fanfare surrounding Apple’s launch, 56% said they didn’t need a smart
watch. Read the article.
Source: www.emarketer.com

20. LIFESTYLE
Fove brings eye movement tracking to virtual reality headsets
Fove, a Tokyo-based start-up, wants to people to ditch their game controllers and
use their eyes to interact with virtual reality environments. The company has
developed a headset that uses eye-tracking technology to create a hands-free
virtual reality where all of a person's actions are controlled by eye movements. This
technology sets Fove's headset apart from other virtual reality devices that only use
head tracking to control an environment. Read the article.
Source: www.mis-asia.com
How brands can win over modern Muslims
This event report looks at the emergence of young, modern Muslims as a target
market for brands. With views that the modern Muslim "is a mind-set“, young
Muslims have successfully combined modernity and faith, as evidenced in the
'Mipsterz' phenomenon. Symbols such as the hijab, for example, have been
reinvented as fashion items integral to the idea of femininity. Digital is a key factor,
allowing self-expression and a new way of negotiating the faith/modernity debate.
While some brands have consciously reached out to this group, those with core
values that overlap with Islamic values are most likely to succeed. Read the article.
Source: www.warc.com

21. LIFESTYLE
Lazada growth fuelled by m-commerce
E-commerce platform Lazada has seen a surge in mobile app downloads across the
region, which have grown 75 per cent since December 2014, its latest stats highlighted.
The company has now reached 11 million mobile app downloads across the region,
experiencing more than three million app downloads in Q1 of 2015, following the launch
of the Android app in June 2013 and the iOS app in January 2014. With nearly seven
million LINE followers, Lazada is also actively engaging with consumers via mobile
messaging applications. Read the article.
Source: www.techinasia.comThis Chinese flirty app made a risky bet by becoming a social network.
Momo’s Q1 2015 financials show that the app – which is morphing from a flirty chat app
to a broader social network for young people – has now grown to 78.1 million monthly
active users. Momo started as one of several location-based dating apps in China back in
2011. The app then diversified by adding in check-ins for venues and local interest
groups. With Weibo considered too public, and WeChat too private, Momo is aiming to let
people connect in a casual and easy way. Momo also appeals to China’s 20-somethings
as a space far from the prying eyes of family and workmates. Read the article.
Source: www.techinasia.com

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