Asia

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Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

How brands can step up to clear up climate confusion

Article • Måns Tesch , WARC Exclusive, February, 2021

Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.

Half of over 55s in Southeast Asia are gamers

Data • Rob Clapp, WARC Data Points, February 2021

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Consumer sentiment on COVID-19 in 2021: Five actions for brands

Opinion • Mobbie Nazir, February 2021

A second ‘Roaring Twenties’ complete with ‘sexual licentiousness’ and ‘reverse religiosity’ is likely after the pandemic crisis passes following month after month of suspended social interaction, social epidemiologist Dr Nicholas Christakis, a Professor at Yale, colourfully predicts .

For Kiehl’s, e-commerce is a universe of its own

Article • Low Lai Chow, WARC Exclusive, February 2021

Skincare brand Kiehl's, part of the L'Oréal Luxe portfolio, launched its Singapore e-boutique last November.

A third of adults watch live TV on their mobile or computer

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the share of adults who watched live TV content on their mobile, tablet, or computer in the past week across 17 different markets.

Getting to know Singapore’s ‘Forgotten Middle’

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Live-streaming drives Singapore’s e-commerce growth

News • 18 December 2020

A new joint study from media intelligence firm Meltwater and e-commerce platform Shopee reveals how consumer behaviour and online commerce has evolved in Singapore this year during the pandemic.

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

Reviving APAC travel with smart tourism

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.

Technology and e-commerce will be the silver bullets for businesses in 2021

Opinion • Cameron McLean, December 2020

PayPal’s Cameron McLean reflects on an extraordinary year and what businesses can expect in the next 12 months.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

COVID pushes online consumption above four hours in Southeast Asia

Data • Rob Clapp, WARC Data Points, December 2020

An overview of online consumption in Southeast Asia before, during and after the coronavirus (COVID-19) outbreak.

Foodpanda: Blockchain-based Out-of-home advertising

Case Study • Quinn Amalore, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Foodpanda, the mobile food delivery company, piloted the world's first blockchain-verfied digital-out-of-home campaign in Singapore.

Dove: Deo Dry Serum Mobile Campaign

Case Study • MMA Smarties, Bronze, X (Global), 2020

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Burger King: Burger King’s Content Kitchen

Case Study • Vanessa Tan, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Loyalty programmes play central role in Singapore consumer considerations

News • 18 November 2020

Loyalty programmes have become central in the bid to attract and retain Singapore’s customers in both the immediate and longer-term, according to a new report by payments software firm FIS.

HSBC: Reclaiming leadership, one touchpoint at a time

Case Study • ShiQi Lee, Mark Haycock, Adrian Adshade, WARC Media Awards, Bronze, Effective Channel Integration, 2020

Commercial bank HSBC CMB Singapore created customised messaging and content to grow its share of the SME market and change its focus to online acquisition.

Online video consumption reaches eight hours a week

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and broadcast video consumption across 10 markets.

COVID-19 responsible for 36% of digital consumers in Southeast Asia

Data • Rob Clapp, WARC Data Points, November 2020

An overview of digital consumers in Southeast Asia during the coronavirus (COVID-19) outbreak.

Singapore’s CTV owners open to ad-supported services as part of cost-cutting plans

News • 05 November 2020

Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic and of those, 81% say they will continue to do so, according to a study by Unruly.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

Bosch: New Beginnings

Case Study • SABRE Awards, APAC In2, 2020

Bosch, a home appliances brand, promoted its brand in Singapore against the challenging backdrop of the COVID-19 pandemic.

Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
Overcoming fear and creating a sense of belonging: Brand purpose in the time of coronavirus

Article • Kunal Sinha , WARC Exclusive, March 2020

Kunal Sinha shares his insights on how brand purpose can be meaningfully pursued amid a context of fear and uncertainty.
Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, February 2020

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.