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KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

Concept

KFC collaborated with The National Museum of China during Chinese New Year holiday, in a content-driven domination campaign that brought historical exhibits to the metro.
KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

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.

KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

Custom built columns showcased replica exhibits, with detailed description of each item.

KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

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.

Impact

KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

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.

KFC and National Museum of China bring the exhibits to Shanghai metro, JCDecaux Transport China, Feb 2018

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.

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