Азиатская кухня: как насытить миллиарды (c) Tim Cheng, Tribal DDB Hong Kong. DMC 2011
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  • 1. HOW TO COOK FOR MILLIONS Tim.Cheng@TribalDDB.com.hk
  • 2. RIGHT NOW7155 KM SOUTH EAST OF MOSCOW MILLIONS OF PEOPLE ARE LOOKING FORWARD TO THEIR DINNER.
  • 3. TLE BIT ABOUT ME LLO! BUT FIRST, A LII HE TIM CHENG OR EXECUTIVE CREATIVE DIRECT G TRIB AL DDB HONG KON 996 COOKIN G DIGITAL SINCE 1 ONG ON , SYDNEY, HONG K WORKED IN LOND NCIL B AP AC CREATIVE COUCHAIR TRIBAL DD HER KEEN IP HONE PHOTOGRAP
  • 4. TRIBAL DDB APACHAS 17 OFFICESIN 11 COUNTRIESWITH 400 STAFF.
  • 5. CAMPAIGN AWARDS 2009 -APAC DIGITAL AGENCY OF THE YEARCAMPAIGN AWARDS 2010 -APAC DIGITAL AGENCY OF THE YEARCAMPAIGN AWARDS 2010 -GREATER CHINA DIGITAL AGENCY OF THE YEAR
  • 6. A MEAL IS MORE THEN JUST REFUELING.
  • 7. IT’S A TIME TO SHARE NEWS, TO RELAX WITH FAMILY, TO GOSSIP, TO CATCH UP WITH OLD FRIENDS, TO MEET NEW PEOPLE...
  • 8. BUT MOST OF ALL, TO ENJOY THEEXPERIENCE. NOT EACH TO THEIR OWN,BUT SHARING THE VARIETY OF DISHESWITH EVERYONE AROUND THEM.
  • 9. WHAT ABOUT OURAPPETITE FOR DIGITAL?
  • 10. WE ARE CONSTANTLY SEARCHING FOR NEW INGREDIENTS, EXPERIMENTING WITH FLAVORS
  • 11. FITS BETTER WITH OUR LIFESTYLES: EASIER TO PREPARE, WITH MORE BENEFITS, AND BETTER VALUE.
  • 12. HOW TO COOK DIGITAL FOR MILLIONS?
  • 13. RETHINK OUR RECIPES.
  • 14. FROM 360°
  • 15. TO 6°
  • 16. STOP THINKING ABOUTADVERTISING CAMPAIGNS.
  • 17. CREATE PERSONAL AND ON-GOING RELEVANCY.
  • 18. BE SPONTANEOUS AND MOBILE.
  • 19. IDEAS QUICKLY.EXPERIMENT CONSTANTLY.
  • 20. BE TRIBAL .
  • 21. ASIA PACIFIC FLAVORED RECIPES FROM:SHANGHAI. HONG KONG. SINGAPORE. SYDNEY.
  • 22. SHANGHAIPOWER OF WORD-OF-MOUTH
  • 23. Background:Chicken wings is loved by all Chinese consumer but whenever amention of it, people’s top of mind recall is KFC.
  • 24. McWings ChallengeWe are taking the challenger position and have a head on competition with our competitor
  • 25. We created 6 locally (provincial) resonating viral videos about how much they love chicken wings.Partnering with QQ, wedevelop a pledging site forconsumer to be able to pledgetheir love for McDonald’sChicken Wings. We toldconsumer we’re looking foronly 1.0mil love and we’ll We did paid media on sites to draw people toreward them. pledge for us.
  • 26. We accept consumer who brings any competitor couponsinto our store and they can enjoy further discounts
  • 27. Blogs, Bulletin BoardforFrenzy: google in regards to The screen shot news search on our campaign
  • 28. Even media begins to get excited:We gotten online and offline media writing about our coupons strategy and it became one of the mosttalked about marketing campaigns.We appeared in CCTV2, Beijing TV, Guangdong TV, CBN Weekly and Sina.com within 2 weeks oflaunch garnering more than 370 news articles
  • 29. In Phase II, from the buzz we created, we need to begin rewarding our loyalists whopledged their love...We launched 3 new flavour ofchicken wings that users cannow enjoy. We turn 7 McDonald’s in 7 cities into McWings Theme Store for 7 days giving away free chicken wings as a gratitude towards those who pledge their love for us.
  • 30. Created another round of media buzz:Consumer post theirexperience in themestore Newspaper, TV stations and Blogs covered this news making our theme store one of the most talked during the 7 days.
  • 31. Recognition by Harvard Business Review: The Power of Word-of-Mouth in China “You just cant stop the word from spreading in China — as McDonalds recently discovered. In March, the American fast food chain invited people who had discount coupons on chicken wings from any restaurant in China — including rivals like KFC — to use them to buy McSpicy Wings at a discount. Building on the buzz, McDonalds promised that if one million people in China were to pledge their love online for McSpicy Wings, it would hand out free chicken wings for seven days at seven restaurants. In just four weeks, more than two million people signed the pledge and McDonalds happily handed out 10,000 free wings. Because of these word-of-mouth promotions, sales of McSpicy wings shot up by 10% in March over the previous month.”
  • 32. HONG KONGJUST HIT PLAY... AND ESCAPE.
  • 33. SYDNEYTHE SCREEN IS NOT BIG ENOUGH.
  • 34. SINGAPOREFITTING A TECHNOLOGY INTOAN IDEA.
  • 35. THANK YOU ;-)