Sponsorship & Event Marketing
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2020 SILVER
Colonel KI
As the world’s most popular eSports event, League of Legends draws interest from brands around the world, looking to tap into its valuable IP. As one of its 16 sponsors, KFC needed to find a way to deliver ROI, despite not being the key event sponsor. To do this, KFC identified and delivered on gamers needs – the ability to predict match winners in real time – ensuring that KFC delivered 70 minutes of brand exposure as the focal point of our target audience, for 1/5 of the investment.
Brand:
KFC
Client:
Yum! China
Agency:
Mindshare Shanghai
Language:
English
2020 BRONZE
Viewer Verdict
As part of KFC’s sponsorship of the National Rugby League (NRL) competition, we created ‘KFC Viewer Verdict’; a real-time fan-version of the video referee, built into our KFC App. Viewer Verdict was an innovative way to engage fans, gather data, and even increase sales. We acquired 33,716 new KFC App users, and on average those particular fans spent 2.47 times more, and purchased 2.55 times more.
Brand:
KFC
Client:
KFC Australia
Agency:
Ogilvy Sydney
Language:
English
2019 SILVER
A TEAM OF ONE
This is the worst team in the world, but won the respect of Yao Ming and millions.
Ye Sha, a teenage boy who loved basketball, passed away on April 27 2017 and the organs he donated saved the lives of seven people. About 300,000 Chinese are on waiting lists every year. The organ supply-demand ratio is 1:30.
In order to boost voluntary donations, we found five organ recipients of Ye Sha. We formed a basketball team named after the boy, and brought to life his unrealized dream.
Ye Sha's team sent out a challenge letter to professional basketball teams on the WeChat social network. The message was put on the table of CBA. In the end, they agreed to a friendly match during the WCBA All-Star Game.
Brand:
Tencent Foundation
Client:
Tencent Foundation
Agency:
Loong
Language:
Mandarin
FINALISTS
Globe Telecom
A Star Wars Experience For All
Aldi
How Aldi and The Great British Bake Off changed perceptions of a value supermarket
Heineken
Heineken 0.0 Now You Can
