|Title||THE CURVES VENDING MACHINE|
|Product / Service||HAO YOU QU POTATO CHIPS|
|Category||A05. Best Use of Ambient Media: Large Scale|
|Entrant||CHEIL Beijing, CHINA|
|Entrant Company||CHEIL Beijing, CHINA|
|Advertising Agency||CHEIL Beijing, CHINA|
|Yodeok Park||Account Executive|
|Sunny Zhu||Senior Account Manager|
|Sangkwan Lee||Account Director|
|Taehwan Lee||Cheil China||Group Account Director|
|Wenzhi Wang||Cheil China||Copywriter|
|Heyi Zhang||Cheil China||Art Director|
|Johnnie Tey||Cheil China||Creative Director|
|Jacky Lung||Cheil China||Executive Creative Director|
1. Over 1,000 people tested the vending machine in a day, sold over 900 packs of chips 2. Had over 740 thousands view on youku.com 3. Scored over 54 millions impressions on China’s leading Micro Blog – WeiBo 4.Had over 481 thousands visit our micro-site 5. Got the media talking 6. 95% increase in sales from 2012!
We created a ‘Curves Vending Machine’ and placed an 8-foot tall vending machine in a shopping mall in Shanghai. When the vending machine’s curtain was closed, it appeared deceptively like any other. But once you inserted 5 Yuan into the slot, you won’t believe what happened next. Choose your flavor, a packet of delicious chips is handed to you by sexy models with mouth-watering curves. This unique buying experience didn’t just make headlines, we’ve been told it made people’s day.
In China, Lays has dominated the potato chips market for many years. HaoYouQu’s mission is to grab market share from Lay’s. Lays’ potato chips are flat. That’s boring. HaoYouQu are curvy and full-bodied, and HaoYouQu means ‘so much fun’ in Chinese. So we decided to have some fun with it. Our idea was: Flat is boring. Curves are yummy!