Lifestyle

The Shortlist
CAMPAIGN
Finger Lickin' Good Edible Nail Polish
AGENCY
Ogilvy & Mather Group, HK
CLIENT
Birdland (Hong Kong) Limited
BRAND
KFC, Brand Awareness
DETAILS
This case demonstrates the power of an off-the-wall idea to deliver a far superior ROI than conventional campaigns. In the cut throat world of fast food, monthly QSR sales live-or-die on promotion plans that are remarkably similar – either a hero product deal (“dollar fries”) or gimmicky toy with meal (“Happy Meal”). So a KFC promotion that didn’t include a gift, discount or even a KFC food item at all – now that’s unique! Here’s how we made Finger Lickin’ Good Edible Nail Polish KFC’s most creative and effective promotion of 2016. 
CAMPAIGN
How Pizza Hut turns itself into the social enablers for gamers in China
AGENCY
Mindshare
CLIENT
Yum
BRAND
Pizza Hut
DETAILS
Helping Pizza Hut appeal to a new generation of customers:

Pizza Hut, the brand that introduced pizza to China in 1990, is today much older than its core target of young consumers.
And we faced a significant challenge in terms of appeal to young Chinese.
A unique opportunity through post 90s’ favorite leisure activity:

Mobile gaming, an activity that more than 60% of post 90s are obsessed with, is a great way to approach the young audience. (Source: CNRS)
Through our research, we found a unique insight.
Multiple player battle games are better to play together with fellow gamers in an offline location because they require team strategy and seamless coordination. (Source: Focus Group)
Making Pizza Hut the social enabler for gamers:

Among all the multiple player battle game, King of Glory is among the most popular ones, having nearly 40 million daily active users. (Source: Tencent)
Our strategy to let Pizza Hut become the social enabler for the gaming community, and make Pizza Hut the first place gamers think of when they are looking for a place offline to play mobile games together.
Working hand in hand directly with the team at King of Glory, we created a location-based in game targeting system.
Whenever any King of Glory player went anywhere within a 5-minute radius of a Pizza Hut store, we pushed a notification to them, inviting them to form teams at the nearest Pizza Hut. 
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