ASIA-PACIFIC – SHANGHAI, CHINA, NOVEMBER 22, 2010 – Tribal DDB Shanghai won a Silver award at the Campaign Asia-Pacific Digital Media Awards 2010 for the “Winning the Wings Battle” campaign for McDonald’s China in the Fast Moving Consumer Goods (FMCG) category. The award show, now on its fourth year, showcases the best in digital marketing in the region.
"Winning the Wings Battle" allowed McDonald’s to reclaim chicken wing top-of-mind association from KFC by offering discount on wings upon presentation of any wings coupon from any other restaurant. The message was announced through viral ads and social networking sites, and received coverage from mainstream media. The fastfood chain asked for pledges for McWings on its website and promised to do something special if it receives a million pledges. The campaign was a hit in coupon-crazy China. More about the campaign here.
Tribal DDB Shanghai was also a finalist for the Philips Home Lighting Online Branded Store campaign in the B2C (Business-to-Consumer) category, and for the Pepsi Music Revolutionary on Mobile campaign in conjunction with Madhouse Inc. in the mobile category. Amanda King, president of Tribal DDB Asia-Pacific, was also named Digital Agency Head of the Year at the awards show.
These wins round off an exceptional year for Tribal DDB Shanghai and DDB China Group, having already won a number of high-profile international and domestic awards, including the Cannes Festival, Spikes Asia, China International Advertising Awards, and the ROI Festival.
DDB China Group President and CEO, Dick van Motman, said, “We’re particularly pleased that yet again it’s not only behind ground breaking work but also across a broad spectrum of clients and we’d like to thank McDonalds, Philips and Pepsi for their trust in us. It’s great partnerships that yield these results.”
