Campaign details
Brand: KFCBrand owner: Yum! ChinaEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Restaurants & takeawaysMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Social media, Sponsorship - sports, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
K-Coffee, part of Yum! China's KFC group, was a new entrant to China's highly competitive domestic coffee market.
In line with Yum! China's ownership of the eSports space, K-Coffee wanted to target eSports fans (+400 million in China, a larger viewership than the Olympics now),...