| Title | KFC BREAKFAST ANGEL |
| Brand | KFC |
| Product / Service | FAST FOOD |
| Category | A04. Direct Response Digital Media |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company: | JWT SHANGHAI, CHINA |
| DM/Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| SheungYan Lo, Yang Yeo, Elvis Chau | JWT Shanghai | Executive Creative Director |
| Fei Wei | JWT Shanghai | Creative Director |
| Kevin Huang | JWT Shanghai | Art Director |
| Simen Lv | JWT Shanghai | Copywriter |
| Johan Wong, Gavin Hu, Guan bin, Yvone Li | JWT Shanghai | Client Service |
| Loud digital, Eric Yu | - | Animator |
-KFC as a new comer to the breakfast market, our goal is to recruit new customers. -In 2010, KFC entered breakfast market in China. After research, we found a simply truth: Everyone is cheap. The average breakfast price in China is 2 RMB, and the price of KFC breakfast is 6 RMB. We need something else. And after discussion, we decided to sell care.
-We created 8 breakfast angels on KFC FrontPage on Kaixin(China’s fackbook.) You can send a breakfast anonymously to the people your care in the morning And when he opens the gift, he will be able to guess who send this from four of his friends. He makes the right choice. We deliver you both a real breakfast in KFC for free. -We expect to win some hearts by delivering breakfasts by angels then transform into sales.
We created 8 breakfast angels on KFC FrontPage on Kaixin(China’s fackbook.) You can send a breakfast anonymously to the people your care in the morning And when he opens the gift, he will be able to guess who send this from four of his friends. He makes the right choice. We deliver you both a real breakfast in KFC for free. We expect to win some hearts by delivering breakfasts by angels then transform into sales.
In less than two months, 18,186,260 people visited KFC angels’ fanspage. 5,600,021 angels have been sent out. KFC angels become the most talked key words on Kaixin in the first two weeks.