This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
KFC X Gintama - Everything Will Be OK with Such Popularity!
To bring the fictional world of TOP Japanese animation in history Gintama to the real world, KFC creative team partnered with Gintama Production Committee, brainstormed for six months to launch an exclusive campaign customized to the audience: exclusive episodes, product and themed store. Such unique campaign attracted fans rushing to KFC stores for Gintama’s “Everything’s OK” set meal and Gintoki-san Okinawa sea salt ice cream and the addition of added value products. Over 10 million Ice Cream were sold out in just 3 weeks. Everything Will Be OK with Such Popularity!
Client: Yum! China
Agency: Isobar China Group