MORE MILEAGES MORE LIGHTS
Advertiser/Brand: FAW-VOLKSWAGEN
Creative Agency: DENTSU CREATIVE
Best Campaign of the Year/ Grand Prix
Social Impact Marketing, Gold
Residents from the mountainous villages in Sichuan Province have to stumble around in the darkness where there’s no streetlight. Inspired by the story of their car owner, FAW-VOLKSWAGEN decided to make some changes together with their one million SUV owners.
FAW-VOLKSWAGEN launched “More Mileages More Lights” campaign, calling for mileage from their Tayron owners. In 28 days, the brand raised over 50 million kilometers in mileage to fund 1,000 streetlights alongside country roads as long as 55km in two villages for 31,165 residents. Furthermore, FAW-VOLKSWAGEN set up a ceremony to present the lighting moment to the public, demonstrating how a glimmer of light can make the darkness flee. The campaign garnered more than 640,000 likes while the brand also saw an increase of over 58,000 followers during the campaign period.
LETTERS FROM MOUNTAIN GIRLS
Advertiser/Brand: HALEON / FENBID
Creative Agency: DENTSU CREATIVE
Product Launch Integrated Marketing, Silver
Social Impact Marketing, Bronze
Puberty is synomyous with growing pain for many females, as it not only simply means experiencing menophania but also symbolizes a spiritual awakening against gender stereotypes. While parental care and guidance can help most urban girls smoothly get through this special time, those mountain girls are left behind in a socially backward environment with limited access to information and the absence of family love. We found that tens of millions of females have carved ways out of their mountain origins every year to rewrite their destiny. As role models for those left-behind mountain girls, they can share valuable experiences and advice.
To connect their users with the mountain girls, Fenbid turned the packaging of its new menstrual pain reliever into a letter, calling its consumers, who were once born to be mountain girls, to share their inspiring stories with those left-behind kids. 700,000 letters received within one week. Every letter is delivered by the charity to mountain girls while unlocking their access to courses and Fenbid’s gifts. A number of celebrities and influencers who were also once mountain girls, together with Fenbid, went back to the mountains. The documentary video “A Dream Camp for Mountain Girls” as well as Fenbid’s initiative earned reports from over 30 media outlets.
CYBER TEMPLE FAIR IN KFC
Advertiser/Brand: YUM CHINA / KFC
Creative Agency: DENTSU CREATIVE
Customer Experience, Silver
AR/VR/MR/Metaverse Tech, Silver
Brand Experience, Bronze
Cultural Creativity/Innovation/Brand Crossover, Bronze
Most Chinese Gen Z who are born to be digital natives are the only child in their families. As their parents turn to WeChat for social networking, Gen Z make friends on QQ platform, a space away from helicopter parenting. Meanwhile, KFC has already established a metaverse experience store on Super QQ show. As the most important festival Chinese New Year approaches, how could KFC customize a social experience for Gen Z, who are in social anxiety in the holiday season but addicted in social networking online?
KFC built a virtual Sleepless Island on Super QQ Show where they hosted a new year temple fair to create traditional festive vibes as well as cyberpunk experiences for Gen Z: The virtual Colonel Sanders distributed 2 billion red packets with KFC chicken coin – a virtual currency of value under a lottery and redeem mechanism; Other virtual assets include tailor-made KFC furniture that attracted 18 million buyers, auspicious stickers of “Fu”, fireworks for blessings and more. The virtual temple fair lasting for 15 days earned over 9 billion impressions across QQ with a record of 760 million players.
KFC DANCING PSYDUCK!
Advertiser/Brand: YUM CHINA / KFC
Creative Agency: DENTSU CREATIVE
Cultural Creativity/Innovation/Brand Crossover, Gold
Cross Digital Media Marketing, Silver
The International Children's Day 2022 was approaching, but kids in Shanghai were not so happy as usual as they had to stay at home with over 30 million citizens for two months to prevent the spread of COVID-19. When people were locked up in social disconnections, so were their emotions. People urgently needed an outlet to express their frustrations.
Introducing KFC Dancing Psyduck Meal, a kids meal promotion came with a Psyduck toy. To cheer up all, KFC put stickers on the dancing Psyduck's moving hands with funny or motivating messages that allowed all to unlock their creativities as well as happiness.
The naive look of the Psyduck with the catchy tune and funny hand move resonated with both kids and adults and soon became a meme and internet sensation as people started posting short videos and voicing their own feelings at that moment. The Psyduck craze eventually went viral around the world. Over 20 international markets joined the global Psyduck craze. It hit the number one social topic, with over 65 million interactions across social network and 370 million video views on Douyin. KFC earned free promotions worth hundreds of millions. In addition, KFC Psyduck meal combos were sold-out either in-stores or deliveries.
KFC has made it known as a fast culture trendsetter and ambassador for happiness other than a fast-food brand.
SEE YOU AGAIN MR. KANG!
Advertiser/Brand: HALEON / CONTAC NT
Creative Agency: DENTSU CREATIVE
Social Media Marketing, Gold
As the first joint-venture cold medicine brand in China, CONTAC NT was once a household name but gradually fading out of the younger generations’ life under pharma regulations. CONTAC NT identified the young’s presence in niche and diverse social communities. After a ten-year hiatus from the screen, why not let Mr. Kang come back as a friend with young consumers?
Mr. Kang staged its comeback with a brand-new look, a dashing gentleman capturing the cultural trend who actively engaged with the young communities with a strong presence in aerospace events, the winter Olympics and anime exhibitions. At the Beijing Winter Olympic Games, Mr. Kang debuted with its signature songs and dance to cheer for Olympians. Mr. Kang joined China’s CCTV to spotlight the launch of the space station lab module “Mengtian.” And on Bilibili, Mr. Kang became a vlogger to co-create social contents, from branded products to anime and comics, to communicate with niche communities.
Mr. Kang cheered for the youth’s niche interests and reconnected CONTAC NT with young people again, that garnered 12.9 billion impressions and 1.63 million interactions. The IP buzz saw an 1205% increase compared to the previous year.
KFC PARTY DELIVERY
Advertiser/Brand: YUM CHINA / KFC
Creative Agency: DENTSU CREATIVE
Product Launch Integrated Marketing, Gold
With the shifts in retail landscape and lifestyle in the past few years, more and more young people prefer to order food delivery for their parties at home as a favorite consumption occasion, while the vibe of an electric party is what they are longing for. Then how could the retail brand KFC deliver the joyful vibes from stores to consumers' homes?
In China, 200 million technophiles are the owners of Xiaomi smart home devices. KFC partnered with Xiaomi to create the first-ever party bucket connected to smart home devices. Order a home-delivery party bucket, scan the QR on the bucket to connect with Xiaomi’s intelligent devices, and then you can turn your whole-house sound, light, and electric system, including televisions, mobiles, and speakers, into vibe players. Besides, with holographic projection technologies, you can also invite KFC’s brand ambassador Wang Yibo to show up at your home party.
The campaign earned over 500 million impressions and 100 million Weibo topic views. In five weeks, over 50 million of party buckets were sold out, driving 5% growth in TC.
ATTACK ON LAO LUO!
Advertiser/Brand: MASTER KONG / ROYAL FEAST
Creative Agency: DENTSU CREATIVE
Media Agency: CARAT
Long Form Video, Silver
The city white-collars consistently pursue a life with quality amid the hustles and bustles. Meanwhile, instant noodles are becoming their go-to comfort food after workplace involution and fatigue. Therefore, at its 30th anniversary, Master Kong introduced its all-new Royal Feast, a product featured with real meat. But how to gain consumers’ recognition for a new noodle product?
Master Kong took the challenge and invited the entrepreneur, Luo Yonghao, to endorse Royal Feast. Inspired by the popular anime Attack on Titan, the commercial humorously features a giant starving Lao Luo who goes on a rampage searching for real meat across the city, which garnered over 110 million video views and over 20 million interactions. Meanwhile, Luo virally debuted as a live-streamer to drive multi-channel sales, only for the sake of an authentic beef noodle bowl! Searches about Master Kong across eCommerce platforms soared 25 times with daily sales increased by 500% comparatively.
KFC × THE PALACE MUSEUM: MOTIFS OF CHINA
Advertiser/Brand: YUM CHINA / KFC
Creative Agency: DENTSU CREATIVE
Production: TIMI STUDIO GROUP
Media: TENCENT ADVERTISING
Media: SHANGHAI GAODING CULTURE COMMUNICATION CO., LTD
Cultural Creativity/Innovation/Brand Crossover, Bronze
The monogram—an array of floral motifs and interweaved initials of an individual or a company—has been an ace of the fashion trend and a must-have item for many young people. Yet few people know that as early as ten centuries ago in the Tang Dynasty, Chinese had already invented the Baoxiang flower patterns, an auspicious symbol and aesthetic tradition prevailing on traditional Chinese crafts, for example on the musical instrument pípá. As 2023 ushered in the Year of the Rabbit, how could KFC, the popular brand among young people, celebrate the new year while paying tribute to traditional Chinese crafts and cultures?
Embracing the wisdom of Chinese ancestors, The Palace Museum has a magnificent collection of auspicious traditional patterns crafted in every detail, from utensils to buildings. Inspired by a curated list of 14 antiques at The Palace Museum, KFC extracted a palette of seven classic colours and motifs to craft product packaging, accompanied by literal interpretations for each of them to popularise the design concept and historical context behind it. We also designed wallpapers illustrated with traditional motifs, bringing prosperity and luck to everyone on their screens. The crossover between KFC and The Palace Museum paid tribute to the aesthetics and symbolism of Chinese cultures while showcasing the brand’s sincerity and craftsmanship in reinvigorating traditions.
A WORLD CUP WITH FRIED CHICKEN
Advertiser/Brand: YUM CHINA / KFC
Creative Agency: DENTSU CREATIVE
Cross Media Marketing, Bronze
The World Cup show is on every four years, and no football fan, even the bandwagon ones, will miss it. For all the bandwagon fans, the World Cup is a perfect occasion for food and socialising with friends. People used to play board games while watching football games, and we wanted to add fried chicken to create a shared experience for all to celebrate the World Cup with KFC.
The glossary of football terms, from “offside” to “free kick,” “handball,” and more, is often used as a guidebook to identify the bandwagon fans from the die-hard ones. KFC launched a set of board-game cards combining fried chicken with a glossary of football terms, allowing everyone to be a true insider of the World Cup while watching games and enjoying foods. During the Qatar World Cup, people can get the limited-edition board-game card for free upon the purchase of a KFC fried chicken bucket. Thanks to those creative netizens who played KFC’s board-game cards out of the box, over 3 million innovative UCG contents made the World Cup a carnival for all. 1.1M “World Cup Fried Chicken Buckets” sold out.
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