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 that they took home three domestic awards for Colonel KL.
E-sports activities have more or less 111 million gamers in China. When looking at how to penetrate this space, KFC and Yum! China realized it needed to become a quintessential part of League of Legends, the world’s most famous e-sport sport.
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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 the marketing campaign as a great use of information that 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.” Red2Digital took the domestic Chair Award and Best Search Engine Marketing Campaign for their paintings with the Marina Bay Sands.
Although MBS is one ofof Singapore’s main luxurious resorts, it is increasing the aggressive marketplace, particularly in South Korea. To turn around MBS’s fortunes, they applied a 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 video online could be seen as a nearly impossible project. Cornetto evolved an innovative programmatic strategy to pressure their product release to build attention for their new variation, boom engagement, and, ultimately, force income.
The marketing campaign was chosen for its quality of thinking, exceptional power, and innovative deployment of long-form video. The judges expressed that it was a remarkable Indonesian example of a method (nearby insight), media expertise (Facebook), statistics partnerships (Lazada), and brand voice to pressure a complete-funnel approach.
