KFC, Marina Bay Sands, and Unilever are many modern manufacturers prevailing large at The Drum Digital Advertising Awards APAC 2019. Taking vicinity at JW Marriott Singapore South Beach on Friday 4 October, the black-tie event saw Mindshare China take home the coveted Grand Prix, Best Mobile Campaign, and Best Branding Campaign.
KFC is a common winner of these awards, so it’s no surprise they took domestic 3 awards for Colonel KL.
E-sports activities have more or less 111 million gamers in China. When looking at the way to penetrate this space, KFC and Yum! China realized it needed to become a quintessential part of League of Legends, the world’s maximum famous e-Sport sport.
Mindshare China created an HTML 5 version of Colonel KI housed in KFC’s app, permitting fans to log into the app to check out cellular-specific predictions and deals. However, it is not the handiest positioned cellular front-and-center of Colonel KI’s activities, fed into KFC’s CRM commercial enterprise hobby.
The judging panel defined that the marketing campaign becomes a great use of information which aligned the brand to a large goal market in eSports and League of Legends. They stated: “This turned into a clever creative execution which integrated the predictions into the app, supplied one of a kind coupons and captured information for CRM, tying the marketing campaign collectively.” For their paintings with the Marina Bay Sands, Red2Digital took domestic the Chair Award and Best search engine marketing Campaign.
Although MBS is one in all Singapore and its main luxurious resorts, they are increasing the number of the aggressive marketplace, particularly in South Korea. To turn around MBS’s fortunes, they applied a brand new strategy and platform that added customer insights, SEO, and performance SEO content material marketing.
Mindshare Indonesia and Unilever snapped up Best Campaign on an E-commerce Platform and Best Video Campaign. To release its new “Unicorn” variant, Cornetto created a six-minute quick movie about an average teenage romance. However, getting teens to watch this whole video online could be seen as a close to not possible project. To build attention for his or her new variation, boom engagement, and in the end, force income, Cornetto evolved an innovative programmatic strategy to pressure their product release.
The marketing campaign turned into chosen for its quality of wondering, executional electricity, and innovative deployment of long-form video. The judges expressed that it turned into a remarkable Indonesian example of a method (nearby insight), media expertise (Facebook), statistics partnerships (Lazada), and brand voice to pressure a complete-funnel approach.