Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

2019 BRONZE

2019 TMALL BRAND STRATEGY

Chinese consumers were spoiled by all the ‘e-commerce festivals’, to them, e-commerce platforms were increasingly like a big online marketplace where filled with ‘special price’. T-mall wanted to change that. T-mall believed consumption is not about spending or saving, and it should be ‘in exchange for an ideal life’. And instead of summarizing “what has happened”, T-mall turned its eyes to ‘what could happen’ from data collected from small groups. And T-mall make a ‘confession’ to consumers about its belief on May 20 – the day considered to be perfect for ‘confession’ in China and launched ‘A Revelation of Trends’. T-mall voiced its belief by inviting ten consumer representatives to introduce the trend and these trends would impact both consumers and business partners. In consequence, by digging out insight from small group T-mall’s campaign caused herd effect and realized reorganization of category.

Brand: Tmall
Client: Tmall
Agency: BBDO China
Language: Mandarin

2019 BRONZE

KFC Delivery by God of Rain

In China, KFC Delivery receives over 500,000 orders every day. Orders can surge 100% whenever it rains. Every KFC staff has to deal with a large number of orders in a very short time. How could KFC maintain delivery sales growth while relieve the pressure of order preparation?
Introducing KFC Delivery by God of Rain. Based on weather report APP MOJI‘s LBS technology, KFC launched a limited edition menu only available on rainy days. By leveraging outdoor screens and weather data, KFC reminds everyone there is rainy day menu on rainy days. Through the real-time weather monitoring by MOJI APP to accurately position rainy cities, consumers could unlock the rainy day menu whenever their cities rain.
It not only attracted consumers to easily place order on rainy days, but also enabled KFC to prepare products in advance and greatly shortened the serving time.

Brand: KFC
Client: Yum! China
Agency: Isobar China Group
Language: Mandarin

2019 BRONZE

Let “Taste Data” Automate Your Next Nespresso

We invented a “Taste Data Algorithm” which incorporated coffee behavioral insights, in a way that breakthrough general SEM & Display strategy.
“Taste Data Algorithm” ingested new data streams that reflect influencing factors to purchase of Nespresso. These data streams include CRM data, online & offline purchase history (i.e. coffee flavor ), life interests and device signals. Thus, we could customize Ads to each user, including purchase habits, coffee habits, & location of purchase. This allowed us an O-2-O ROI optimization against sales at e-shop and physical store.

Brand: Nespresso Hong Kong
Client: nespresso hong kong
Agency: Mindshare Hong Kong Limited - Neo
Language: English

FINALISTS

MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS

Nosotras Intimawear Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce

Inca Kola La teoría de la retornabilidad de “Albert E”.