To create a brand-new interactive experience that directly reaches the hearts of consumers, Disney Mickey in cooperation with Tmall Super Brand Day for the first time created a new IP 2B2C model. By capitalising on Tmall voice recognition technology, we launched a H5 that "Mickey" can not only produce different reactions to voice tones, but can also link back-end data to recommend Tmall Super Brand Day products that match voice keywords. At the same time, multi-screen AR interactive technology is combined with large pillars at subway stations. By connecting with mobile phones and screens through AR technology, users could “call out” IP Mickey to their phones. Make a wish then the products related to the key word are shown on your Tmall app as well as on the pillar screens. The whole offline and online experience is fully connected.
Tmall Super Brand Day Team & Walt Disney China & Isobar China Group
KFC successfully integrated classic arcade games (Pacman, Galaga, Battle City) with various product combinations and China's largest social platform WeChat. They utilized Gaming Commerce value to the max, an outstanding O2O case. The design of gimmicks is interlinked, not only converting gamers into KFC consumers, but engaging gamers into consumption through WeChat penetration and game points, which strengthens Gamer's loyalty.
Yum China & Bandai Namco Entertainment & Isobar China Group
In China, the eSports population has reached over 440 million. However, the pain caused by long time e-gaming has become a new medical concern. As an arthritis pain relief brand, Voltaren has been deeply involved in the traditional sports scene marketing for more than ten years. How can Voltaren leverage the great opportunity to join the emerging eSports industry to raise awareness and boost sales? Voltaren became the first OTC brand cooperated with eSports as MDL’s sponsor brand. First of all, Voltaren turned the Dota magic weapon into a pain relief magic tool “Battle Fury Pain Massager”, instantly closing the psychological distance between itself and the players. Dota’s legendary players and eSports anchors showcased the “Pain Massager” on four major live streaming platforms, which brought 4.9 billion brand impressions to Voltaren. In addition, Voltaren and JD.COM jointly created #JD eSports Day#, successfully converted traffic to actual sales performance. From traditional pharmaceutical sales to eSports arena, Voltaren together with hundreds of millions of players, fight for their love without body pain!
GSK Voltaren Winning Team
During the Chinese New Year of 2020, KFC collaborated with the 600-year-old Palace Museum to create hubs where young people can experience the traditional culture of auspicious beasts. With beast images from The Palace Museum as prototypes, we studied their cultural connotations and recreated the six great beast images into national mascots popular with young people. We translated auspicious culture by redesigning over 6,000 themed stores, chicken bucket, brand-new red envelope for WeChat and value-added products, and also animated beast images.
Auspicious Beasts at KFC
ABOUT ROI FESTIVAL
Established in 2008 in Shanghai China, ROI Festival has become the largest and most influential business creativity awards in Asia region, as well as the most influential Chinese award for global recognition. Top 20% became the finalists, that is 784 entries from 473 companies this year.