| Title | TACO TO TECH |
| Brand | KFC + TMALL |
| Product / Service | CRAZY CHICKEN TACO |
| Category | D01. New Realities & Voice Activation |
| 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 |
| 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 |
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.
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.