TACO TO TECH

TitleTACO TO TECH
BrandKFC + TMALL
Product / ServiceCRAZY CHICKEN TACO
CategoryD02. Innovative Use of Technology
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

Describe the creative idea

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 execution

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.

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