The Campaign

This is where we get to the panda part of our story. Our data showed that our target audience of millennials were frequently indifferent to traditional advertising, finding it irrelevant to their lives. We needed to dig deeper to find out what would resonate. Through the qualitative research stage our focus group sessions revealed that they do pay attention to content. But it has to have a connection to them, make them laugh or give them a reason to want to share with their friends. It should be something to entertain not disrupt their time. This led us to consider what entertainment partnerships we could forge. But from China’s extensive ecosystem of KOL’s no one screamed ‘cabbage’. Until a certain Panda popped onto our screens and the magic began.

Creative Execution

Using our mini film as a teaser to launch the ‘Kung Fu Treasure Hunt’ and stimulate discussions on social media platforms, we extended the campaign with a further extra episode released China’s biggest OTV platforms; Youku, SOHU and iQIYI. The content was promoted across digital channels through trailers, spoilers and branded video with clues to attract consumers’ attention. After gaining high attention through the content collaboration and IP we activated our specially designed promotional activities. A nationwide campaign delivered huge reach with comprehensive and integrated media plans covering television, OTV, H5, high profile outdoor sites. We completed the journey by connecting to stores and point of purchase with unique product packaging, collectable figures and point of sale material.

Our story of cabbage, noodles and pandas has an ending that was nothing short of magical. Po and our Kung Fu Noodle treasure hunt was a hit. Overall media delivery was 113% over target with: - 165 million unique video views - 748 million TV impressions Social media buzz drove: - 406 million impressions - 97 million unique views - And 880,000 posts were created by users talking about our mini film. Brand recognition metrics exploded and smashed through the competition, we won on all key attributes: - High quality product 63% vs. 42% competitor - Good taste 50% agree vs. 45% competitor - Authentic flavor 50% vs. 45% competitor And most importantly we put Master Kong back in top position; Ecommerce sales on tmall increased by 657% (MOM). And market share increased by 7% vs. a decline by our competitors.

When your competitors have an established, well-loved product, and your target consumers ignore adverts, how can you capture attention and drive trial? We needed help. The Kung Fu Noodle Magic campaign shows the impact of collaboration with the right IP. Coinciding with the launch of Kung Fu Panda 3, lovable leading character Po was a perfect match for the Master Kong. The co-created content and teaser campaign involved our audience in a ‘kung fu treasure hunt’, scaling the message across integrated media channels ensured success and we took the brand into dominant position with an attributable 7% sales growth.

Insights, Strategy and the Idea

The Kung Fu Panda franchise has been one of the biggest grossing movie series in China with the first 2 films making well over $120m USD. Kung Fu Panda 3 was set for even bigger success, and as we were planning our launch, Dreamworks were planning theirs. Lovable leading character Po and his noodle cart were a perfect match for the Master Kong brand. Working closely with the production and creative team at Dreamworks, we created a partnership that sets a new standard for content collaboration. Together we created ‘Kung Fu Noodles’. Prior to the films launch we created a special teaser film, featuring Po and other favorite characters introducing our ‘Kung Fu Noodles’ and asking fans to participate in our treasure hunt. This combination of content and engagement was core to our strategy – all activations would encourage our target audience to participate and reward them for their engagement.