As brand experiences become increasingly digital, more than ever we need to create an emotional connection beyond screens for brands and consumers by incorporating real-time insights into mobile user behaviors, to accelerate differentiated connected experiences.
We introduced a new way of WeChat ads ‘Rotate to Interact’ for KFC and co-branded WeChat red envelope with The Palace Museum, sparking the chemistry between traditional culture and digital creativity and lighting a cheerful New Year across China. We inspired empathy from two generations with the street dance challenge, attracting a large number of young consumers for Caltrate brand. Through training videos and fun interactive H5 from UZI, the top eSports player and influencer, we built a strong emotional connection between Voltaren brand function and eSports players.
Importantly, we are grateful to have the trust from forward-thinking clients and brands with innovative spirit, making it happen for us and enabling the brand to co-create these distinctive creative and innovative experiences.
Best Interactive Mobile Creative, Gold
Cross Media/Mobile Integration, Bronze
Brand/Product/Service Awareness, Merit
For two consecutive years, KFC and The Palace Museum collaborates to deliver #ThousandsofWishesandLanterns# for the Chinese New Year. We selected five auspicious palace lanterns redesigned with brand-new images and auspiciousness meanings. These palace lanterns first debuted on social media WeChat which turned WeChat Moments into a lantern fair. More than a viewer of the co-branded video, WeChat friends could also interact with each other in the puzzles and get gifts. WeChat Search, Rotate to Interact, plus Blind Box brought new fun for users to be engaged. 4,143,913 people received blessing lanterns on WeChat and 2 million limited edition lantern red envelopes were gone in a minute and flooded young users’ WeChat messages.
The interactive WeChat ads adds to the immersive experience and leads the new trend of interactive advertising. The customised WeChat red envelope cover enables a long-term interaction between consumers and the brand while the product coupons strengthened users’ brand loyalty. KFC WeChat ads became the only winning brand from FMCG industry on “Top 10 Most Liked WeChat Moment Ads Q1 2021”.
Best UGC for Brand Communication, Gold
Caltrate Gluco, an international calcium supplement brand of GSK focusing on cartilage repair and protection, engaged with young consumers in hip-hop culture by partnering with variety show “Street Dance of China”. By creating a strong correlation of street dance moves and joint bone health, we brought forward Gluco products and attracted online shopping savvy the young consumers over 25-year-old who would buy the products for their parents’ health. Caltrate launched the campaign #ParentsDancingShow# on Weibo, starting with a dancing challenge by popular dancers and generating more social buzz with the ticket to the show’s final competition as an incentive. Most importantly, the younger population were driven to pay attention to their parents’ bone health as well as the spirit, and inspired to buy Caltrate products for their loved ones. On the eCommerce platforms, Caltrate launched IP co-branded customized gift boxes which gained more brand loyalty from the young.
The campaign proved outstandingly effective. The brand made it to No.1 in sales on JD.com, with an average daily surge of 1,321%. The sales on Tmall and IN drugstores increased by 325% and 96% separately. From social buzz to engagement to co-branded products, Caltrate Gluco rejuvenated its brand image and drove sales both online and offline.
Mobile Social Marketing, Merit
Best Interactive Mobile Creative, Merit
There might be many criteria for idols in the pop culture communities, either singing or dancing or just because of the looks. But in eSports world, capability is the only criterion. The one who has true capability gets popular and gains fans. However, pain in the shoulder, neck, or back caused by long-time sitting cannot allow them full play in the game. GSK‘s pain relief brand Voltaren, disguised as orange BUFF (embodies strength in eSports), collaborated with China's top eSports player and influencer UZI, to engage immersively with players and help them remove the pain to get back to the game.
Voltaren firstly developed a H5 for the strength test, which is visually highly related to the League of Legends, and by setting ‘agility’, ‘output’ and ‘endurance’, the three game dimensions that players are most concerned about. The strength test is highly interactive and coherent, and at the same time we released UZI's training video revealing the best player’s secret of success as per UZI's popularity and personal characteristics, it successfully garnered attention from players.
Taking Weibo as the main social platform, the interactive H5 and training videos were released, joined by other top influencers in eSports, which reached all potential target consumers. The Weibo hashtag #UZIsSecret reached the top trending list with over 6 million engagements. The total sales of Voltaren on Meituan platform increased by 185%.