Tribal Worldwide Shanghai, part of the DDB China Group, changed the way Chinese looked at the colour yellow to introduce McDonald’s French fries to the market, and wins a ‘full set’ of Dragons, a Gold Category Dragon, the Blue “Best in China” Dragon and the new Red “Best Campaign in Asia” Dragon, in the 15th “Dragons of Asia” Marketing Communications Recognition Programme.
McDonald’s french fries are an iconic product throughout the West, but they had yet to spark cravings with Chinese customers. McDonald’s China knew they needed to create new behaviour pattern with their local customers and show them just how good their fries were.
Tribal Worldwide Shanghai, part of the DDB China Group, was tasked to introduce local consumers to McDonald’s French fries and partnered with Meitu, China’s largest online photo editor to create a custom-built “fry-finder” APP. Players were encouraged to look for anything that resembled McDonald’s French fries, place the McDonald’s box template APP in position, and then take a picture. And win Prizes of real McDonald’s fries.
“I See Fries” was born – a simple game showing Chinese consumers first-hand “When you really crave fries, you see them everywhere”.
Social media buzz spread like wildfire and to further drive participation, ambient media transformed the real world around … into fries! Chinese consumers started to see yellow not just as color, but as a fun game.
Apart from generating three million clicks in just two weeks, 200,000 unique visits via the Weibo campaign and over 1,000 pictures uploaded, by letting local customers experience French fries first hand, the Agency was to change the way local customers viewed McDonald’s fries.
The 15th Year of the Dragons of Asia.
To recognise young Marketing Professionals working in Agencies, Client Companies and Government Offices, 2014 was the inaugural year of “The Young Dragons of Asia”. Entrants answered a real marketing “Kickstarting Tourism in your Country”.
Malaysian, Vince Yeoh Wei Shiang of Hyundai-Sime Darby Motors is the first “Young Dragon of Asia”.
Other Dragon Winners are:
• Silver Dragon. Hilyah Raffick of TBWA Kuala Lumpur.
- Silver Dragon. Kwaonkaow Koosakulnirund of mInteraction. Thailand.
• Bronze Dragon. Christina How Ying Lyn of Orchan Consulting. Asia
49 Gold, Silver & Bronze Category Malaysian Dragons, 50 Gold, Silver & Bronze Asian Dragons, together with 11 “Best Country” Dragons and the “Best in Asia” Red Dragon were awarded this year at a international ceremony at the Sime-Darby Convention Center, Kuala Lumpur.
Mike Da Silva, Director of the Promotion Marketing Awards of Asia (PMAA) “Dragons of Asia”, commented, “This was the closest year ever in the reported scoring by the 145 Pan Asian Judging Panel, Their role this year was particularly difficult given this year’s extremely high level of creativity and stated results. India again dominated the Gold Dragons but this year three Malaysian Agencies snared Gold, more than ever before”.
Ambika Sharma, Zonal Director of the Promotion Marketing Awards of Asia (PMAA) “Dragons of Asia”, commented, “The quality of campaigns is impressive, it is truly the platform for the best of the best. Result orientation has firmly taken center stage, and the orientation of creativity is more than ever inclined towards meaningful experiences”.