KFC – AWAKEN HISTORY WITH TECHNOLOGY

TitleKFC – AWAKEN HISTORY WITH TECHNOLOGY
ClientKFC
Product / ServiceKFC X NATIONAL MUSEUM OF CHINA
CategoryB02. Use of Ambient Media: Large Scale
EntrantISOBAR CHINA GROUP Shanghai, CHINA
Idea Creation ISOBAR CHINA GROUP Shanghai, CHINA
Production ISOBAR CHINA GROUP Shanghai, CHINA

The Campaign

During 2018 Chinese New Year, KFC launched “Awaken History with Technology” campaign, in partnership with National Museum of China - the country’s official authority on history, and the world-renowned new media artist Lin Junting. The campaign selected The Painting of Lantern Festival Celebration by Emperor Xianzong of Ming Dynasty. With digital technology, this ancient creative piece was translated into modern popular media. It brought ancient creative arts back to people’s real life, meanwhile drew attention from young people and inspire their creativity and innovations.

The Brief

Unable to provide due to the client’s strict confidential policy.

Creative Execution

Offline: we held a grand press conference in the national museum to officially announce the launch of the campaign. Online: a series of engaging dynamic posters and contents about the national treasure were posted on social media which enhanced the popularity among young people. We used modern languages to translate the traditional festive scene more vividly. By leveraging their “influence” among young people, celebrities and KOL were invited to promote the campaign on social media. It was getting 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 on an online multiplayer avenue. And everyone could see their customized interactive content on the screens.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

KFC launched the ‘Awaken History with Technology’ campaign to bring national treasure back to life for Chinese New Year, in collaboration with the National Museum of China and the world-renowned new media artist Lin Junting. With digital technology, the ancient creative painting was translated into modern popular media, which proved to be an engaging way to go back 500 years to experience the time’s festive scenes. It is even 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.

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.

Credits

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
Links
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