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HOW TO COOK FOR MILLIONSTim.Cheng@TribalDDB.com.hk
RIGHT NOW
7155 KM SOUTH EAST OF MOSCOW MILLIONS OF PEOPLE ARE LOOKING FORWARD TO THEIR DINNER.
HELLO!TIM CHENG
EXECUTIVE CREATIVE DIRECTOR
TRIBAL DDB HONG KONG
COOKING DIGITAL SINCE 1996
WORKED IN LONDON, SYDNEY, HONG KONG
CHAIR TRIBAL DDB APAC CREATIVE COUNCIL
KEEN IPHONE PHOTOGRAPHER
BUT FIRST, A LIITLE BIT ABOUT ME
TRIBAL DDB APAC HAS 17 OFFICES IN 11 COUNTRIES WITH 400 STAFF.
CAMPAIGN AWARDS 2009 -APAC DIGITAL AGENCY OF THE YEARCAMPAIGN AWARDS 2010 -APAC DIGITAL AGENCY OF THE YEARCAMPAIGN AWARDS 2010 -GREATER CHINA DIGITAL AGENCY OF THE YEAR
A MEAL IS MORE THEN JUST REFUELING.
IT’S A TIME TO
SHARE NEWS, TO RELAX WITH FAMILY, TO GOSSIP, TO CATCH UP WITH OLD FRIENDS, TO MEET NEW PEOPLE...
BUT MOST OF ALL, TO ENJOY THE EXPERIENCE. NOT EACH TO THEIR OWN, BUT SHARING THE VARIETY OF DISHES WITH EVERYONE AROUND THEM.
WHAT ABOUT OUR
APPETITE FOR DIGITAL?
WE ARE CONSTANTLY SEARCHING FOR
NEW INGREDIENTS, EXPERIMENTING WITH FLAVORS
FITS BETTER WITH OUR LIFESTYLES:
EASIER TO PREPARE, WITH MORE BENEFITS, AND BETTER VALUE.
HOW TO COOK DIGITAL FOR MILLIONS?
RETHINK OUR RECIPES.
FROM 360°
TO 6°
STOP THINKING ABOUT ADVERTISING CAMPAIGNS.
CREATE PERSONAL AND ON-GOING RELEVANCY.
BE SPONTANEOUSAND MOBILE.
IDEAS QUICKLY.EXPERIMENT CONSTANTLY.
BE TRIBAL .
ASIA PACIFIC FLAVORED RECIPES FROM:
SHANGHAI. HONG KONG.SINGAPORE. SYDNEY.
SHANGHAI
POWER OF WORD-OF-MOUTH
Background:Chicken wings is loved by all Chinese consumer but whenever a mention of it, people’s top of mind recall is KFC.
McWings ChallengeWe are taking the challenger position and have a
head on competition with our competitor
Partnering with QQ, we develop a pledging site for consumer to be able to pledge their love for McDonald’s Chicken Wings. We told consumer we’re looking for only 1.0mil love and we’ll reward them.
PIAPIA的鸡翅篇麦克回来了篇 打桩模子篇 翅闻播报篇疯狂吸引力篇
We created 6 locally (provincial) resonating viral videos about how much they love chicken wings.
We did paid media on sites to draw people to pledge for us.
We accept consumer who brings any competitor coupons into our store and they can enjoy further discounts
Blogs, Bulletin Board Frenzy:The screen shot for news search on google in regards to our campaign
Even media begins to get excited:We gotten online and offline media writing about our coupons strategy and it became one of the most talked about marketing campaigns.
We appeared in CCTV2, Beijing TV, Guangdong TV, CBN Weekly and Sina.com within 2 weeks of launch garnering more than 370 news articles
We launched 3 new flavour of chicken wings that users can now enjoy.
In Phase II, from the buzz we created, we need to begin rewarding our loyalists who pledged their love...
We turn 7 McDonald’s in 7 cities into McWings Theme Store for 7 days giving away free chicken wings as a gratitude towards those who pledge their love for us.
Created another round of media buzz:
Consumer post their experience in theme store
Newspaper, TV stations and Blogs covered this news making our theme store one of the most talked during the 7 days.
Recognition by Harvard Business Review:
“You just can't stop the word from spreading in China — as McDonald's recently discovered. In March, the American fast food chain invited people who had discount coupons on chicken wings from any restaurant in China — including rivals like KFC — to use them to buy McSpicy Wings at a discount. Building on the buzz,
McDonald's promised that if one million people in China were to pledge their love online for McSpicy Wings, it would hand out free chicken wings for seven days at seven restaurants. In just four weeks, more than two million people signed the pledge and McDonald's happily handed out 10,000 free wings. Because of these word-of-mouth promotions, sales of McSpicy wings shot up by 10% in March over the previous month.”
The Power of Word-of-Mouth in China
HONG KONG
JUST HIT PLAY... AND ESCAPE.
SYDNEY
THE SCREEN IS NOT BIG ENOUGH.
SINGAPORE
FITTING A TECHNOLOGY INTO AN IDEA.
THANK YOU ;-)
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