LET’S KRAKEN THE WORLD

TitleLET’S KRAKEN THE WORLD
BrandOISHI
Product / ServiceFOOD
CategoryA12. Excellence in Audience Engagement & Distribution Strategy
EntrantWUNDERMAN THOMPSON Shanghai, CHINA
Idea Creation J. WALTER THOMPSON Shanghai, CHINA
Production FEATURE WORKS Shanghai, CHINA
Production 2 ALL AWARDS Lisbon, PORTUGAL

Credits

Name Company Position
Chao Zhang Wunderman Thompson Executive Creative Director
Lei Zhang Wunderman Thompson Senior Art Director
Paras Pan Wunderman Thompson Associate Art Director
Ruby He Wunderman Thompson Senior Copywriter
Sarah Guo Wunderman Thompson Film Producer
Bo Ren Wunderman Thompson Group Account Director

Why is this work relevant for Entertainment?

Clients positioned this campaign as a trial since it is a new product, so there were no numerical objectives. Online channels are still new for the client and offline takes a bit of time to pipeline. The client did not put an exact volume sales KPI as this also relied strongly on distribution and effort of sales department. Oishi’s marketing objective for this campaign was raising consumer’s awareness and consideration for purchase online. For long term, this will be a key product in changing consumers’ impression that Oishi is an "old" brand.

Background

Oishi, a snack brand with 25 years of history in the Chinese market, launched a new product of big wave potato chip named Kraken Shark. Due to the lack of innovation in communication and exposure in recent years, Oishi brand stays at the impression of "favorite brand of childhood" for most young consumers. Therefore, it is urgent for Oishi to revitalize their brand image. We were asked to develop the brand image of “innovative” and “trendy” with a very limited budget of 1 million USD. Our target audience of this campaign is young people aged between 15-30 who are the new audience of the brand and have a strong purchasing power for the snack market. Oishi’s marketing positioned this campaign as a trial since it is a new product, so their expectation for this campaign was to raise consumer’s awareness and consideration for purchase online.

Describe the creative idea

Make Oishi big wave potato chips into a game-specific potato chip and own an important occasion in consumer’s life. We make the strong connection between the potato chips and the game, make the role of potato chips in consumer life from fragmented, ordinary to concentrated and powerful, and make it younger and more interesting. Bring KRAKEN to “WOW MOMENT” with a cooler and more innovative brand image, and take the lead in entering the life circle of young people. By naming three new flavors in game terms, creating three game-style packaging and corresponding posters in the form of game cards, the concept of the game was widely publicized. Later, in the form of serial drama, 9 advertisement videos were launched, and the plot continued to reverse to surprise consumers continuously.

Describe the strategy

The communication is targeted at the young consumer group of 15-30. We did a 30-people focus group with target audience and have observed that young consumers often eat potato chips while playing games,especially when they encounter negative emotions in the game, such as fatigue, irritability, waiting time, hunger and so on. So we make the strong connection between the potato chips and the game. Considering young consumer’s preference and the small budget, we choose bilibili.com(one of the biggest platforms where young people gather, interact, and generate great amount of UGC.) and weibo (one of the biggest social platforms in China). We select several KOL who are well-known in game circle to increase the exposure of the campaign.

Describe the execution

Select the B station as an online platform where a large number of young people gather, and look for the UP host (life, games, food) of the B station to introduce the products to increase the sales. Invited star of e-sports property Wei Daxun to announce new products. In the same period, we invited 9 KOL who are well-known in the game industry to microblog videos, which caused a topic in the e-sports circle. In addition, offline, we cooperated with Net Fish Internet Café (the champion Internet Café brand in China). We held a promotional activity that if you do well in the game, the Kraken chips will be given as a gift. The activity was held in 120 Net Fish Internet Cafés and more than 550 bars nationwide launched the game style KV.

Describe the outcome

In three weeks, the total impression reached 159 million, with a total engagement of 994,000.  Business level: It increased the sales dramatically in the same time. On the fifth day of the campaign, Kraken were sold out online in the Oishi flagship store, and then became the NO.1 sold item. The monthly online sales volume has increased by 22 times.  Influence among young people: Oishi TVC was promoted through weibo, a website where young people gather together : the total exposure is 86.61 million, and the average TVC broadcast volume exceeds 3.42 million. On the Bilibili, the total engagement reached 332,000.  Million-level consumers UGC: According to the video content, the audience create many original social handles on weibo and Bilibili, such as #Oishi fight against the B station#, which led to the discussion of the Oishi brands and products. It covers more than 3 million people.