trendwatching.com's ASIA PULSE

OCTOBER 2014
ASIA TREND BULLETIN
ASIA PULSE
On-the-ground buzz around some of
the best consumer innovations in the
region.

The only constant in
the Asian consumer
landscape is … you
guessed it – CHANGE.
The Asian consumer landscape continues to evolve, as new
patterns are perpetually being shaped and re-shaped. The pace
of change can be hard to keep up with, but that is exactly why we
are here ;)
Our spotters constantly send in a stream of on-the-ground
information, allowing us to construct a dynamic map of the ever-shifting
consumer arena, making sure we (and therefore you!)
stay on top of the latest happenings.
www.trendwatching.com/trends/asia-pulse aais pelsu 2

And this month, you can
hear directly from our on-the-
ground experts!
This Trend Bulletin brings seven of the best innovations from
across the region this year – as highlighted by our spotters.
In addition, our spotters also provide specialized and localized
insights on how these innovations are fitting into the Asian
consumer landscape.
So as you read on, think about the underlying consumer need/
desire/attitude behind each innovation, and how you can APPLY
this knowledge to create future initiatives that truly value add
both for your company and your consumers! :)

FEATURED INNOVATIONS

ASIA PULSE: FEATURED INNOVATIONS
Castrol: The Good
Road
Indian initiative to start motorbikes only
when users put on helmet

“Motorbike riders typically consider helmets un-stylish, expensive, and
too much hassle. This innovation is most relevant for young adults who
get motorbikes as presents from their parents. It is difficult for parents
to ensure their kids wear helmets, and since parents have the purchasing
power, this is a good solution. I think this example highlights that safety
awareness is gaining momentum in my region.”
MAX BERNEY (22) – GUEST BUSINESS DESIGN ASSOCIATE, ONIO DESIGN / INDIA

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Water is Life: Drinkable
Book
Sanitation manual’s pages double as water
filters in China and India

“300 million people in China have problems accessing clean drinking water,
and until now there has been no sustainable solution. This idea is the first of
its kind, and I love it! I think it’s very innovative and practical. But there is a
need for government and organisations to promote it, otherwise it will just
be for the select few. I also hope more independent parties will help develop
creative solutions to these social problems!”
CICI JIANG (26) – DESIGN RESEARCHER, ASUS / CHINA

McDonald’s Singapore
Smartphone alarm gives consumers
breakfast deals

“Most Singaporeans start the day early, and waking up is often a chore; we
snooze our alarms multiple times and we can get very grouchy. McDonald’s
Surprise Alarm app helps to make waking up a little easier, happier, and
less of something to dread. This app truly represents marketing as a service,
where marketing is effectively integrated into a consumer’s life as a service
(alarm clock) and provides tangible benefits (surprise rewards).”
ANDREW ONG (26) – REGIONAL KNOWLEDGE COORDINATOR, WUNDERMAN / SINGAPORE

Globe Telecom
Online platform allows Filipinos to
fight text spam

“Filipinos have a very strong affinity to mobile phones, and our country
has been dubbed the SMS capital of the world. Text spams are a big
nuisance, and I find this innovation very interesting as users are not
only educated, but can also join in the initiative to combat spam. Users
are generally highly receptive of campaigns that not only inform but also
encourage positive action.”
JENNIFER JIMENEZ (22) – PRODUCT DESIGNER, GLOBE TELECOMS / THE PHILIPPINES

LG Electronics
Messaging service allows the control
of domestic appliances via SMS in
South Korea

“In Korea, home networking and mobile friendliness are very big trends.
I think this is the first innovation that successfully integrates the two in a
way that’s very easy for the average consumer to use. It also appeals to me
as a working married woman. In Korea we stock up on groceries on the
weekend, but then during the week I forget what I have. Having my fridge
manage this for me is very helpful!”
SSO HAHN – DEPUTY BUSINESS MARKETING MANAGER / SOUTH KOREA

Whisper: Touch The
Pickle
Feminine hygiene campaign rewards
Indian women challenging taboos

“The issue of women and menstruation has always been a sensitive one in
India. Buying sanitary napkins used to be a furtive issue, with shopkeepers
wrapping the purchase in newspapers to make it inconspicuous. Recently,
with economic growth and more women entering the workforce, attitudes
are changing, especially in urban areas. With the wide reach of television,
campaigns like this can bring change to the smaller towns.”
S RAJENDRAN (55) – CHIEF MARKETING OFFICER, ACER / INDIA

Coca-Cola: 2nd Lives
Campaign launches in Vietnam with
special caps to transform plastic bottles
into useful objects

“I like this innovation for how it combines practicality with fun and
creativity. It definitely helps promote eco-friendliness in the region by
tapping on the fun element, as consumers here are still in the early stage
of adopting eco-friendly lifestyles. Therefore brands are engaging in
environmentally-friendly initiatives through fun-infused elements that
educate and motivate consumers at the same time.”
TAMMY FRANSLI (25) – MARKETING MANAGEMENT TRAINEE, UNILEVER / VIETNAM

NEXT
Over to you!
Our featured innovations and spotter
insights have given you a feel of the
Asian consumer landscape, and how
diverse it is. So now – get innovating!
Take these examples and insights as
the lauchpad for a discussion with your
team. How can you adapt what you’ve
seen to serve your consumers or clients?

NEXT
tw:in
trendwatching.com’s Insight Network
Want to become a spotter too, and have
your innovations and insights seen by our
subscribers around the world?
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and start contributing your region’s best
innovations to trendwatching.com.

NEXT
Need some help?
Then use our free CONSUMER TREND
CANVAS to turn insights into innovations.
Will yours be among the next ones we
feature in our future bulletins? ;)

NEXT
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