KFC领跑中国创意,斩获戛纳国际创意节三座金狮

时间:2019-07-16 来源:www.blogdosampaio.com

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At the just-concluded 66th Cannes Lions International Festival of Creativity, KFC China won three Cannes Lions for its “Christmas Pocket Fried Chicken Shop Integrated Marketing” and “Pocket Fried Chicken Shop” projects. Among them, KFC won the Golden Lion Award for Creative E-Commerce with “Christmas Pocket Fried Chicken Shop Integrated Marketing”, and won the Golden Lion Award for mobile payment solutions and social e-commerce with “Pocket Fried Chicken Shop”, which became the award for Greater China this year. The most brands.

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Since the first KFC restaurant entered China in 1987, KFC has not only accompanied the delicious meal and caring service to the growth of generations of Chinese consumers, but also has been endowed with outstanding creative advertisements for the public's emotional empowerment, frequently gaining industry and society. At the same time of recognition, we also actively practice "based on China and integrate into life."

Captured 3 Cannes Golden Lion Awards, KFC leads China's creativity

As one of the most influential annual events in the global advertising and creative world, the Cannes Lions International Creative Festival has attracted more than 30,000 entries from 89 countries to participate in the competition this year. As one of the top five advertising festivals in the world, it shows the world's top advertising ideas. With the "Christmas Pocket Fried Chicken Shop Integrated Marketing" and "Pocket Fried Chicken Shop" projects, KFC China has obtained in the e-commerce category and the mobile category respectively. Including the 3 awards for creative e-commerce, social e-commerce and mobile payment solutions.

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“Pocket Fried Chicken Shop” is a brand new marketing project launched by KFC China before Christmas 2018: to create a virtual fried chicken restaurant for young people who love KFC in China. Based on a deep understanding of the social behavior of today's young people and the mobile Internet era, "Pocket Fried Chicken Shop" is not only a social product with its own entertainment attributes, but also a new model of social e-commerce.

xx谈到“口袋炸鸡店”的初衷,百胜首席营销官Steven Li!中国表示:“虽然肯德基在中国拥有6000多家商店,但平均每24万人拥有一家线下商店。依靠商店来接触每个消费者是很困难的。因此,肯德基希望利用Me-Commerce来接近年轻人的日常生活,进行社交和娱乐。人们可以在高强度,快节奏的城市生活中感受到温暖。“

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全国娱乐嘉年华,小炸鸡店震撼社会热潮

肯德基的“口袋炸鸡店”一经推出就已成为最具影响力的数码产品之一。肯德基中国的数字营销团队通过不断优化和更新迭代,为“口袋炸鸡店”提供了更多的游戏玩法和互动模式。继续收获口碑和赞美。

在消费者眼中,“口袋炸鸡店”具有个性化和有趣的机制。用户可以通过店主的身份DIY店铺设计,商店产品,与朋友竞争和销售排名。 “口袋炸鸡店”也有社交功能,你可以打电话给朋友积累虚拟人气价值,为你的店铺“甜蜜”,解锁优惠等功能,还帮助朋友提高排名,店铺人气榜和销售清单。作为消费者,用户可以在“口袋炸鸡店”购买包裹电子优惠券,并在肯德基商店在线兑换;作为“口袋炸鸡店”的“商店经理”,用户还可以获得红包和咖啡优惠券。丰厚的福利!

娱乐明星的加入为“口袋炸鸡店”注入了新的活力。包括陆汉,王渊,朱一龙,周冬雨,戴大伟在内的明星已经入驻。粉丝们渴望购买偶像,每天都购买明星货架产品。 “口袋炸鸡店”的“我的厨房”部分继续推出新的设计,包括目前的肯德基新DIY和节日以及新的主题皮肤。这些功能和升级极大地增强了口袋炸鸡餐厅的互动乐趣和用户粘性。

2018年11月27日,肯德基的“口袋炸鸡店”计划在第一天迎来了超过560,000家新店。截至2019年3月,最高单日活跃用户超过260万。

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从乐趣到情感,这个理念背后的全新生态

在年轻人看来,肯德基的“口袋炸鸡店”不仅仅是一个互动营销。一位专业且经验丰富的用户说:“在日常生活中,我们可能只是电子商务的消费者,但'口袋炸鸡店'似乎有所不同。在这里,我们不仅可以通过销售商品赚取收入,还可以见证我们的在这个社会。其他人的情感联系,感受到他人的关注和支持,这让我觉得我与肯德基的关系不仅仅是一种购买关系,肯德基也影响了我的朋友圈,成为我生活的重要组成部分。事实上,近年来,肯德基一直致力于在线平台和线下餐厅的无缝整合,以增强与消费者的数字互动体验,创造个人和团体,用餐体验和与数字技术的社交互动,以及丰富多彩的内容。与情感关怀交织在一起的数字生态系统。

“我很高兴看到我们的营销团队能够凭借出色的创造力赢得这一国际奖项,”肯德基品牌总经理John Huang说。 “我们理解中国消费者非常热衷于数字技术带来的个性化体验。通过数字手段与消费者进行深入互动是推动肯德基未来发展的关键。“

通过对中国年轻人的洞察和关怀,肯德基的“口袋炸鸡店”不仅成为2018年的顶级营销活动,而且在国际创意舞台上留下了美好的印记。当传统的广告成为一种有趣的社交互动娱乐时,当传统的电子商务成为一个互动生态,每个人彼此紧密相连时,每个“口袋炸鸡店”及其背后的消费者将成为肯德基的动态单位数字生态系统展望未来,肯德基可以拥有更多的数字创新和创造性尝试,让全球创意领域大放异彩。

资料来源:消费者每日新闻