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During Chinese New Year people celebrate history, tradition and family. To reflect this, KFC and the National Museum transformed the metro into a museum exhibit.
Custom built columns showcased replica exhibits, with detailed description of each item.
An interactive digital screen displayed an animated version of a painting from the Ming Dynasty. People could connect to the screen via their smartphone and play a learning game about the different types of lanterns.
The campaign was a great example of a brand connecting with a local audience by demonstrating their understanding and appreciation of their culture and values.
Using content encouraged the audience to actively break their routine and engage with the brand, whether it was just by reading something interesting about an exhibit or playing a game via the drive-to-mobile components.