| Title | KFC – AWAKEN HISTORY WITH TECHNOLOGY |
| Brand | KFC |
| Product / Service | KFC X NATIONAL MUSEUM OF CHINA |
| Category | E02. Innovative Use of Technology |
| Entrant | ISOBAR CHINA GROUP Shanghai, CHINA |
| Idea Creation | ISOBAR CHINA GROUP Shanghai, CHINA |
| Production | ISOBAR CHINA GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Chris Chen | Isobar China Group | Chief Creative Officer |
| Cindy Lee | Isobar China Group | Deputy General Manager |
| Britney Pai | Isobar China Group | VP, Entertainment Marketing Solutions |
| Kelly Lin | Isobar China Group | Product Development Director, Entertainment Marketing Solutions |
| Calvin Chen | Isobar China Group | Creative Director |
| Rachel Dong | Isobar China Group | Senior Account Director |
| Eva Lin | Isobar China Group | Senior Strategy Director |
| Juan Du | Isobar China Group | Senior Account Manager |
| Xuefei Huang | Isobar China Group | Associate Art Director |
| Cheryl Lin | Isobar China Group | Art Director |
| Rebecca Lyu | Isobar China Group | Copywriter Director |
| James Jiang | Isobar China Group | Associate Copywriter Director |
| Ice Li | Isobar China Group | Strategy Planner |
| Alvin Huang | Isobar China Group | Chief Executive Officer |
| Kathy Zhuge | Yum China | Marketing Director |
| Xin Tong | Yum China | Senior Marketing Manager |
| Joyce Yu | Yum China | Marketing Manager |
The younger generation are also sometimes called ‘digital’ or ‘internet’ natives, who are also the target consumers for KFC. To engage with these young people, KFC has to create experiences that provide educational or entertainment value. The ‘Awaken History with Technology’ campaign combined with traditional creative arts and popular social media and online multiplayer avenue during Chinese New Year - the most important traditional festival in China of all time, would attract the “digital” natives to interact with and encourage them to know more about traditional arts and culture.
During 2018 Chinese New Year, KFC launched the ‘Awaken History with Technology’ campaign. As a hub for young people, KFC collaborated with the National Museum of China, and the world-renowned new media artist Lin Juntin. We selected The Painting of Lantern Festival Celebration by Emperor Xianzong of Ming Dynasty. With digital technology, we translated this ancient creative piece into modern popular media. This proved to be an engaging way to go back 500 years to experience the time’s sparkling fireworks, 3D light show, costumed performing arts and more. We made it more interactive thanks to an online multiplayer avenue. The campaign was released simultaneously not only in themed KFC stores, but also high traffic metro stations and the National Museum of China. Using their mobile, consumers could pick their own characters. And everyone could see their customized interactive content. More than 23 large media publications reported on the campaign, 313,000 plus people viewed it on the WeChat platform, and 8 million plus viewed it on Tencent Video and Miaopai social media platforms. The campaign sparked a spectacular chemistry between culture, China’s arts and the younger generation.