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OCTOBER 2014 
ASIA TREND BULLETIN 
ASIA PULSE 
On-the-ground buzz around some of 
the best consumer innovations in the 
re...
The only constant in 
the Asian consumer 
landscape is … you 
guessed it – CHANGE. 
The Asian consumer landscape continues...
And this month, you can 
hear directly from our on-the- 
ground experts! 
This Trend Bulletin brings seven of the best inn...
FEATURED INNOVATIONS 
www.trendwatching.com/trends/asia-pulse aais pelsu 4
ASIA PULSE: FEATURED INNOVATIONS 
Castrol: The Good 
Road 
Indian initiative to start motorbikes only 
when users put on h...
“Motorbike riders typically consider helmets un-stylish, expensive, and 
too much hassle. This innovation is most relevant...
We obviously offer much more 
than monthly Trend Bulletins... 
Our Premium Service 
Your complete trend and innovation sol...
ASIA PULSE: FEATURED INNOVATIONS 
Water is Life: Drinkable 
Book 
Sanitation manual’s pages double as water 
filters in Ch...
“300 million people in China have problems accessing clean drinking water, 
and until now there has been no sustainable so...
ASIA PULSE: FEATURED INNOVATIONS 
McDonald’s Singapore 
Smartphone alarm gives consumers 
breakfast deals 
www.trendwatchi...
“Most Singaporeans start the day early, and waking up is often a chore; we 
snooze our alarms multiple times and we can ge...
ASIA PULSE: FEATURED INNOVATIONS 
Globe Telecom 
Online platform allows Filipinos to 
fight text spam 
www.trendwatching.c...
“Filipinos have a very strong affinity to mobile phones, and our country 
has been dubbed the SMS capital of the world. Te...
ASIA PULSE: FEATURED INNOVATIONS 
LG Electronics 
Messaging service allows the control 
of domestic appliances via SMS in ...
“In Korea, home networking and mobile friendliness are very big trends. 
I think this is the first innovation that success...
ASIA PULSE: FEATURED INNOVATIONS 
Whisper: Touch The 
Pickle 
Feminine hygiene campaign rewards 
Indian women challenging ...
“The issue of women and menstruation has always been a sensitive one in 
India. Buying sanitary napkins used to be a furti...
ASIA PULSE: FEATURED INNOVATIONS 
Coca-Cola: 2nd Lives 
Campaign launches in Vietnam with 
special caps to transform plast...
“I like this innovation for how it combines practicality with fun and 
creativity. It definitely helps promote eco-friendl...
NEXT 
www.trendwatching.com/trends/asia-pulse aais pelsu 20
NEXT 
Over to you! 
Our featured innovations and spotter 
insights have given you a feel of the 
Asian consumer landscape,...
NEXT 
tw:in 
trendwatching.com’s Insight Network 
Want to become a spotter too, and have 
your innovations and insights se...
NEXT 
Need some help? 
Then use our free CONSUMER TREND 
CANVAS to turn insights into innovations. 
Will yours be among th...
NEXT 
Still not enough? 
The 1,200+ brands and agencies using 
our Premium Service have access to 
over 10,000 examples li...
MORE... 
If you have any comments, suggestions 
or questions then please do let us know. 
Just email: 
PAUL BACKMAN 
Chief...
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On-the-ground buzz around some of the best consumer innovations in the region.

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trendwatching.com's ASIA PULSE

  1. 1. OCTOBER 2014 ASIA TREND BULLETIN ASIA PULSE On-the-ground buzz around some of the best consumer innovations in the region.
  2. 2. 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
  3. 3. 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! :) www.trendwatching.com/trends/asia-pulse aais pelsu 3
  4. 4. FEATURED INNOVATIONS www.trendwatching.com/trends/asia-pulse aais pelsu 4
  5. 5. ASIA PULSE: FEATURED INNOVATIONS Castrol: The Good Road Indian initiative to start motorbikes only when users put on helmet www.trendwatching.com/trends/asia-pulse aais pelsu 5
  6. 6. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 6
  7. 7. We obviously offer much more than monthly Trend Bulletins... Our Premium Service Your complete trend and innovation solution. Find out more 2015 Trend Report 1 Trend Framework Innovation Database 2 3 Industry Updates Apply Toolkit 4 5 Monthly Updates 1-page Trend Handouts 6 7
  8. 8. ASIA PULSE: FEATURED INNOVATIONS Water is Life: Drinkable Book Sanitation manual’s pages double as water filters in China and India www.trendwatching.com/trends/asia-pulse aais pelsu 8
  9. 9. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 9
  10. 10. ASIA PULSE: FEATURED INNOVATIONS McDonald’s Singapore Smartphone alarm gives consumers breakfast deals www.trendwatching.com/trends/asia-pulse aais pelsu 10
  11. 11. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 11
  12. 12. ASIA PULSE: FEATURED INNOVATIONS Globe Telecom Online platform allows Filipinos to fight text spam www.trendwatching.com/trends/asia-pulse aais pelsu 12
  13. 13. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 13
  14. 14. ASIA PULSE: FEATURED INNOVATIONS LG Electronics Messaging service allows the control of domestic appliances via SMS in South Korea www.trendwatching.com/trends/asia-pulse aais pelsu 14
  15. 15. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 15
  16. 16. ASIA PULSE: FEATURED INNOVATIONS Whisper: Touch The Pickle Feminine hygiene campaign rewards Indian women challenging taboos www.trendwatching.com/trends/asia-pulse aais pelsu 16
  17. 17. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 17
  18. 18. ASIA PULSE: FEATURED INNOVATIONS Coca-Cola: 2nd Lives Campaign launches in Vietnam with special caps to transform plastic bottles into useful objects www.trendwatching.com/trends/asia-pulse aais pelsu 18
  19. 19. “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 www.trendwatching.com/trends/asia-pulse aais pelsu 19
  20. 20. NEXT www.trendwatching.com/trends/asia-pulse aais pelsu 20
  21. 21. 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? www.trendwatching.com/trends/asia-pulse aais pelsu 21
  22. 22. 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? Apply to join the tw:in network today, and start contributing your region’s best innovations to trendwatching.com. www.trendwatching.com/trends/asia-pulse aais pelsu 22
  23. 23. 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? ;) www.trendwatching.com/trends/asia-pulse aais pelsu 23
  24. 24. NEXT Still not enough? 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? www.trendwatching.com/trends/asia-pulse aais pelsu 24
  25. 25. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com Want more? About us Established 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. More at www.trendwatching.com Free Publications Premium Service LIVE: Keynotes & Workshops

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