Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

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

Anticipating Hungry Moments

To drive McDelivery orders this World Cup season, McDonald’s, OMD Hong Kong and Google have come together to reach excited football fans when they are most hungry. Through the market-first application of Google’s Real-Time Trigger with a Data Management Platform (DMP), McDonald’s can anticipate the “hungry moments” during matches ahead of the competition and entice fans with their favourite menu items.

Brand: McDonald's (McDelivery)
Client: McDonald's Hong Kong
Agency: OMD (Hong Kong)
Language: English

2019 BRONZE

Eclipse = ekiss (Eclipse Occasion Campaign)

To grow Eclipse's penetration among tech-savvy, mobile-heavy younger group, we need to create a reason for consumption. 
Hong Kongers are still conservative about kissing in public. We therefore capitalised "dating" and came up with Eclipse = 易KISS campaign.
We created “Google Kissing Map” that people could refer to. We activated a game on social platform, created funny video contents on how-to exploit kissing opportunities. Hijacking kissing scenes on OTT TV platforms helped reinforcing the message.
易KISS campaign enabled couples to have a fresh romantic kiss, reflected by +5% volume growth.

Brand: Eclipse
Client: Mars Company Hong Kong Limited
Agency: MediaCom Hong Kong
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad