TACO TO TECH

Short List
TitleTACO TO TECH
BrandKFC + TMALL
Product / ServiceCRAZY CHICKEN TACO
CategoryB03. Payment Solutions
EntrantHO 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

Credits

Name Company Position
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

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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

Links
Supporting Webpage