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  • SUB CATEGORY :
    BEST USE OF EVENTS
  • COMPANY ENTERING :
    OGILVY & MATHER GROUP HK, HONG KONG
  • ENTRY TITLE :
    FINGER LICKIN' GOOD
  • BRAND :
    KFC
  • ADVERTISER :
    BIRDLAND (HONG KONG) LTD
  • AGENCY :
    OGILVY & MATHER GROUP HK, HONG KONG
  • CHIEF CREATIVE OFFICER :
    REED COLLINS
  • CREATIVE DIRECTOR :
    JOHN KOAY/MATTHEW NISBET/ANDY REYNOLDS
  • COPYWRITER :
    BUJI NG/KERWIN CHOY
  • ART DIRECTOR :
    ELAINE LI
  • DESIGNER :
    KITTY CHAN
  • ACCOUNT DIRECTOR :
    SOAMES HINES/GLADYS WONG/PENNY CHOW/JANICE HO/SINCERE NG
  • ACCOUNT EXECUTIVE :
    STELLA FUNG
  • AGENCY PRODUCER :
    MIKYUNG KIM/REBECCA LUI
  • FILM PRODUCTION COMPANY :
    MUTUAL WORKSHOP, HONG KONG
  • DIRECTOR :
    HELEN CLEMENS
  • FILM PRODUCER :
    CYRUS LAI
  • SOUND PRODUCTION COMPANY :
    SONG ZU, SINGAPORE
  • MUSIC COMPOSER :
    LINDSAY JEHAN
  • PHOTOGRAPHER :
    KIMHOO SO
  • THE BRIEF :
    KFC’S WORLD FAMOUS ‘IT’S FINGER LICKIN’ GOOD’ SLOGAN WAS BECOMING FORGOTTEN AMONGST YOUNG HONG KONGERS – IT’S A LINE THAT GOES TO THE HEART OF THE BRAND. WE NEEDED TO CREATE A PROMOTION THAT WOULD ENGAGE CONSUMERS AND SHOW KFC IS STILL RELEVANT AND INNOVATIVE. OUR TARGET AUDIENCE WERE YOUNG CONSUMERS AGED BETWEEN 16-25. THIS PLAYFUL GROUP LOVE FOOD AND FASHION AND ARE KEEN TO TRY OUT THE LATEST TRENDS FOR THEMSELVES.
  • THE STRATEGY :
    WE PLANNED OUR CAMPAIGN TO REACH OUR TARGET AUDIENCE OF YOUNG CONSUMERS IN THEIR NATURAL HABIT – SOCIAL MEDIA AND THE BLOGOSPHERE, WITH KOLS SELECTED SPECIFICALLY WITH FASHION OR FOOD PROFILES. THE TALKABILITY OF OUR UNIQUE PRODUCT WAS KEY TO OUR MEDIA STRATEGY – OUR APPROACH WAS TO CREATE SHARABLE CONTENT AND SEED IT ONLINE THROUGH BLOGGERS AND KOLS, PLUS WITH TARGETED PUBLICATIONS.
  • THE EXECUTION :
    OUR CAMPAIGN LAUNCHED WITH A SINGLE CRYPTIC FACEBOOK POST TO HELP BUILD BUZZ. WE THEN INVITED LOCAL CELEBS, PRESS, PLUS FOOD AND FASHION BLOGGERS TO AN EXCLUSIVE TASTING EVENT WHERE THEY COULD TRY THE EDIBLE NAIL POLISH AND DO FOOD PAIRING WITH OTHER KFC PRODUCTS. KOLS LIVE BLOGGED THE EVENT, PUSHING OUR MESSAGE OUT IN REAL TIME. THE NAIL POLISH BOTTLE AND PACKAGING TOOK ITS DESIGN CUES FROM THE WORLD OF FASHION TO APPEAL TO OUR YOUNG STYLE-CONSCIOUS TARGET AUDIENCE.
  • THE RESULT :
    OUR CAMPAIGN CAUGHT FIRE, GOING WAY BEYOND OUR GOAL OF PUTTING KFC TOP OF MIND WITH HONG KONG CONSUMERS. GARNERING GLOBAL MEDIA COVERAGE, WE ACHIEVED A TOTAL REACH OF 235 MILLION+ GLOBALLY, 91% POSITIVE SENTIMENT TO THE KFC BRAND LOCALLY, AS WAS #1 TRENDING TWITTER TOPIC WORLDWIDE, PLUS BOOSTED SALES BY 12% DURING THE CAMPAIGN PERIOD.
  • SUB CATEGORY :
    AMBIENT PROMOTION: LARGE SCALE
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • ENTRY TITLE :
    DB EXPORT BEER BOTTLE SAND
  • BRAND :
    DB EXPORT
  • ADVERTISER :
    DB BREWERIES/HEINEKEN NZ
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • CHIEF CREATIVE OFFICER :
    LEVI SLAVIN
  • EXECUTIVE CREATIVE DIRECTOR :
    DAN WRIGHT/ANDY BLOOD
  • CREATIVE DIRECTOR :
    SIMON VICARS/ANDRE SALLOWICZ
  • CREATIVE GROUP HEAD COPYWRITER :
    SIMON VICARS
  • CREATIVE GROUP HEAD ART DIRECTOR :
    ANDRE SALLOWICZ
  • ART DIRECTOR :
    BRETT COLLIVER
  • CREATIVE STRATEGIST :
    JAMES TUCKER
  • SENIOR DESIGNER :
    BRENT COURTNEY
  • HEAD OF ACCOUNT MANAGEMENT :
    ANGELA WATSON
  • GROUP BUSINESS DIRECTOR :
    BRODIE REID
  • BUSINESS DIRECTOR :
    MITCH LOVICH
  • PROJECT MANAGER :
    KATE BOEKHORST
  • SENIOR ACCOUNT MANAGER :
    NEIL WALKER
  • ACCOUNT EXECUTIVE :
    ROBERT VELA
  • HEAD OF BROADCAST :
    JEN STOREY
  • EXECUTIVE PRODUCER :
    PAUL COURTNEY
  • SENIOR PRODUCER :
    SCOTT CHAPMAN
  • PRODUCTION COORDINATOR :
    ADNAAN NAROT
  • HEAD OF STRATEGY :
    MYLENE ONG
  • HEAD OF PLANNING :
    ANDY MCLEISH
  • EXPERIENTIAL GROUP BUSINESS DIRECTOR :
    NICK HARVEY
  • ACCOUNT MANAGER (EXPERIENTIAL) :
    KATH DOUBLEDAY
  • PRODUCTION COMPANY :
    FINCH, AUCKLAND
  • EDITOR :
    MIKE HAMMOND (COLENSO BBDO)
  • POST PRODUCTION :
    FINCH, AUCKLAND
  • SOUND DESIGN :
    NATIVE, AUCKLAND
  • THE BRIEF :
    DB EXPORT WANTED US TO CONTINUE CREATING A WAY FOR PEOPLE TO DRINK WITH A PURPOSE; SAVING THE PLANET BY DOING WHAT THEY LOVE – DRINKING BEER. BUT OUR PRIMARY AUDIENCE WASN’T IN FACT THE PUB-GOERS. INSTEAD, WE WANTED TO MAKE DB EXPORT AN INTEGRAL PART OF THE KIWI INFRASTRUCTURE.
  • THE STRATEGY :
    MAINSTREAM BEER CONSUMPTION IS IN STEEP DECLINE GLOBALLY, NOWHERE MORE SO THAN IN NEW ZEALAND WHERE IT IS AT ITS LOWEST SINCE WORLD WAR 2. ADD TO THAT THE SUSTAINABILITY CHALLENGES THAT THE WORLD FACES, WE’RE UP AGAINST THE COAL FACE TO MAKE BEER GOOD AGAIN. KIWI BLOKES DON’T NEED ANOTHER REASON TO DRINK MORE BEER, BUT WE GAVE THEM A REASON TO.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE BUILT MACHINES THAT TURN EMPTY BEER BOTTLES INTO A SAND SUBSTITUTE. WE PUT THE POWER OF SUSTAINABLE DRINKING INTO THE HANDS OF KIWIS, ASKING THEM TO SINK A BOTTLE OF THEIR FAVOURITE BREW. THE DRINKER POPS THE BOTTLE IN THE MACHINE, IT’S PULVERISED BY A VACUUM SYSTEM WHICH REMOVES CONTAMINANTS LIKE PLASTIC LABELS, LEAVING BEHIND 200GRAMS OF SAND SUBSTITUTE. WE DIRECTED DRINKERS TO TAKE ONE SIMPLE ACTION: EMPTY A BOTTLE OF DB EXPORT. THE SAND MACHINE CREATED A NEW SUPPLY CHAIN FOR US, WHILST OUR TV, OUTDOOR & DIGITAL CAMPAIGNS AND PACKAGING REDESIGN SETTLED THE SCORE WITH THE PUBLIC.
  • THE RESULT :
    IN A CATEGORY DECLINING AT 6%, DB EXPORT DRINKERS EMPTIED 26 MILLION BOTTLES - HELPING DB EXPORT BECOME THE ONLY MAINSTREAM BEER TO GROW IN VALUE AND VOLUME. THOUSANDS OF USER-GENERATED VIDEOS WERE SHARED FROM MACHINES, WITH OUR CAMPAIGN VIDEO RECEIVING 53 MILLION VIEWS AND 700,000 SHARES. THANKS TO THE HUMAN ELEMENT OF THE CAMPAIGN, BEER BOTTLE SAND WAS SUPPLIED TO CONSTRUCTION COMPANIES, ROADING PROJECTS, GOLF COURSES, AND DRAINAGE COMPANIES AROUND THE COUNTRY.