On April 28, the award ceremony of the 7th golden mouse international digital marketing competition was held in sofitel wanda hotel in Beijing.
In the first game, @comm gold mouse has made a lot of achievements by virtue of high quality cases. It has won three awards, namely gold award for creative communication, gold award for mobile marketing and silver award for sports + digital marketing, which fully demonstrates our strength and status in the field of integrated marketing.
The specific list of winners is as follows:
McDonald's "hey! This table has a story."
Gold award for creative communication
HSBC China - break the financial content marketing dilemma
Mobile marketing - WeChat operational gold award
Master kong ×NBA“Peak Duel Ignites Stimulation”campaign
Silver award in sports + digital marketing category
These awards have their unique highlights, including the real story of McDonald's approaching consumers' hearts, the pioneer of financial original IP cross-border marketing, and the overall situation of cross-border sports integrated marketing. Below, we look at these specific cases, are how to break through:
The About
About the wheat table
When referring to McDonald's, people will think of the golden arch, classic food, McDonald's uncle, toys and so on. The main goal of this campaign is to expand consumers' cognition of McDonald's brand and let them know that McDonald's is a place with feelings.
Mcdonald's uses "real story discovery" to build emotional connection with consumers with real stories happening in McDonald's. Online use of text and video form to collect and spread, drive the audience to participate, achieve content co-creation; Offline to create a real story to find the theme store, cross-border cooperation with eslite bookstore theme exhibition. In this way, it breaks the fixed impression of fast food industry in consumers' mind, expands consumers' cognition of the brand, and establishes the new impression of "McDonald's is a warm place full of stories" in consumers' mind.
The About
About Hsbc's "feng yan feng language"
The financial knowledge of Banks is relatively boring. How to attract consumers to read and absorb the information HSBC hopes to convey becomes the biggest challenge. The balance between creativity and rigour is also a challenge, as advertising content is heavily censored and subject to banking compliance.
Hsbc divides the content into different columns, and creates the content by combining articles, pictures, cartoons, sounds, video and other expressive techniques. In addition, by deeply exploring the content of HSBC, the creative combination of historical stories and traditional Chinese culture creates a lot of content that is both educational and entertaining. We find the pain point, people will listen to the story; Content innovation, multi-dimensional tell a good story, including pan-financial cross-border dialogue - "feng yan feng language", in-depth content scene; Say goodbye to the single form of writing, and use multimedia to make financial content more interesting and spread good stories. At present, we have successfully built HSBC's exclusive IP "feng yan feng yu", and formed a 1+4 model (i.e. 1= feng yan feng yu, 4= shi shuo finance, + shi shuo finance, + 24 solar terms, + expert opening), and successfully built HSBC's Chinese official account into the first enterprise official account of foreign Banks in the new list.
（click video to view the case）
The About
About master kong NBA
In September 2017, as the chief partner of NBA in China, master kong and the NBA held a series of "peak match-up fun" activities to celebrate the 25th anniversary of master kong group's entry into the Chinese market. Learning from the celebration moment after the wonderful goal of NBA stars, master kong ice tea takes the brand symbol ice force triangle as the prototype to create the exclusive "fire" tribute to NBA.
We combine hip hop, e-sports, second dimension and other diverse elements, with B station users' spontaneous participation as the beginning, NBA star burning video as the continuation, and legend star campus trip, ball burning dream public welfare activities and other activities with different ideation and implementation mode successively carried out, and finally concluded with the widely watched NBA China game halftime show. More than 200 media outlets reported on the "peak burn fun" campaign, with a total exposure of more than 3.1 billion and 360 million NBA limited bottles sold.
（click video to view the case）
