|Title||TACO TO TECH|
|Brand||KFC + TMALL|
|Product / Service||CRAZY CHICKEN TACO|
|Category||B03. Payment Solutions|
|Entrant||HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA|
|Idea Creation||HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA|
|Media Placement||HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA|
|PR||HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA|
|Production||HO COMMUNICATION, PART OF ACCENTURE INTERACTIVE Shanghai, CHINA|
|Steven Li||Yum China||Chief Marketing Officer|
|Maggie Chen||Yum China||Senior Marketing Director|
|Lynn Zhang||Yum China||Marketing Director|
|Bin Guan||Yum China||Associate Marketing Director|
|Rachel Le||Yum China||Marketing Manager|
|Mark Shan||Ho Communication||Creative Director|
|Dean Yu||Ho Communication||Creative Director|
|Cecilia Choi||Ho Communication||Designer|
|Murphy Huang||Ho Communication||Designer|
|Caser Peng||Ho Communication||Animator|
|Jocelyn Ren||Ho Communication||Account Director|
|Sherry Wang||Ho Communication||Account Manager|
|Carol Ong||HO Communication||Copywriter|
Cultural background: Tmall Single's Day is China's and the world's greatest annual shopping festival, much greater than Black Friday and Cyber Monday combined. In 2017, it peaked at 42 million deals per second. How do we top that in 2018? China's online retail giant Tmall has a face and fingerprint biometrics payment system. Gaining mass acceptance would be key to faster transactions. Especially important during the annual Tmall Singles Day. But 77.1% of Chinese surveyed believed it is not sophisticated and secure.
How do we persuade reluctant Chinese shoppers who've shut their minds on trying the tech? We made them open up to something they would want to try. The KFC-Tmall Crazy Chicken Taco Whetting prudent e-shoppers' appetite for face biometrics By launching a crazy taco that evoked the craziest face reactions.
The Chinese netizens may have preconceived dislike for face biometics payment, but they love KFC. KFC and Tmall did a Superbrand collaboration to bring out crazy facial expressions. By launching a new product.... the KFC-Tmall Crazy Chicken Taco. It's a taco with no "taco", rather the shell is made of real Kentucky fried chicken. In mobile and billboard ads, the 140-point face biometrics was made tangible as Avatars in people’s likeness. It mirrored reactions in real time. It encouraged crazier faces by unlocking crazier discounts.
KFC & Tmall did a teaser for one week, and did a one day product launch only. Using KFC's platforms and Tmall's vast Alibaba platforms-- from both brands' influencers, to Weibo social, to Alipay to Tmall PR channels-- Netizens were teased on a curious, limited-edition KFC snack that's coming. On August 7, 2018, the mobile campaign was pushed everywhere in Tmall and KFC. An interactive billboard was also launched near a KFC flagship store in Hangzhou, China's Sillicon Valley. Netizens interact with the ads by showing their craziest reactions. No matter how extreme the expressions, the Avatars (face biometrics) recognized them and reacts in real time. The crazier expressions, the crazier discounts... which they can claim at any KFC nationwide.
SOCIAL WENT CRAZY IN LESS THAN 24 HOURS OF LAUNCH 804,930 Weibo engagement 8,604,903 social impressions KFC broke its Sales Record in one day (Gross Merchandise Volume) At the 2018 Tmall Singles Day (a couple of months after the campaign) 60% paid with biometrics Transaction efficiency went up to 1.7 Billion deals per second