trendwatching.com's ASIA PULSE

ASIA PULSEOn-the-ground buzz around some of the best consumer innovations in the region.

ASIA TREND BULLETIN

OCTOBER 2014

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.

ASIA pULSEwww.trendwatching.com/trends/asia-pulse 2

www.trendwatching.com/trends/asia-pulse/

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! :)


http://trendwatching.com/trends/consumertrendcanvas/


FEATURED INNOVATIONS



ASIA pULSE: FEATURED INNOVATIONS

Castrol: The Good RoadIndian initiative to start motorbikes only when users put on helmet


http://thegoodroad.in/


MAX BERNEY (22) – GUEST BUSINESS DESIGN ASSOCIATE, ONIO DESIGN / INDIA

“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.”



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


https://www.youtube.com/watch?v=qYTif9F188E


CICI JIANG (26) – DESIGN RESEARCHER, ASUS / CHINA

“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!”




McDonald’s SingaporeSmartphone alarm gives consumers breakfast deals


https://play.google.com/store/apps/details?id=sg.com.mcd.mcdalarm&hl=en


ANDREW ONG (26) – REGIONAL KNOWLEDGE COORDINATOR, WUNDERMAN / SINGAPORE

“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).”




Globe TelecomOnline platform allows Filipinos to fight text spam


http://www.globe.com.ph/press-room/globe-telecom-steps-up-anti-spam-campaign


JENNIFER JIMENEZ (22) – PRODUCT DESIGNER, GLOBE TELECOMS / THE PHILIPPINES

“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.”




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


http://youtu.be/PplAymrv0hA


SSO HAHN – DEPUTY BUSINESS MARKETING MANAGER / 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!”




Whisper: Touch The PickleFeminine hygiene campaign rewards Indian women challenging taboos


https://www.youtube.com/user/WhisperIndia


S RAJENDRAN (55) – CHIEF MARKETING OFFICER, ACER / INDIA

“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.”




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


http://www.coca-colacompany.com/videos/coca-cola-2nd-lives-ytrwgcqgzjou4


TAMMY FRANSLI (25) – MARKETING MANAGEMENT TRAINEE, UNILEVER / VIETNAM

“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.”



NEXT



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?

Over to you!

NEXT



NEXT

Want to become a spotter too, and have your innovations and insights seen by our subscribers around the world?

Apply to join the tw:in network today, and start contributing your region’s best innovations to trendwatching.com.

tw:intrendwatching.com’s Insight Network


http://spotters.trendwatching.com/apply/


NEXT

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? ;)

Need some help?





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The 1,200+ brands and agencies using our Premium Service have access to over 10,000 examples like these, all put into context as part of our (surprisingly affordable!) comprehensive trend & innovation solution. Would YOU benefit from access too?

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If you have any comments, suggestions or questions then please do let us know. Just email:

PAUL BACKMANChief Client [email protected]

ABoUt UsEstablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts

many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries.

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