TOTAL PRODUCTION CHAIN by Mediacon Beijing for COFCO

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TOTAL PRODUCTION CHAIN

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market China
Agency Mediacon Beijing
Director Steve Wang, Eric Cai Shi Wei
Released January 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COFCO
Product/Service: FOOD MANUFACTURER
Date of First Appearance: Jan 8 2010 12:00AM
Entrant Company: MEDIACOM , Beijing, CHINA
Entry URL: http://cofco.zll.cn/
Business Director: Yang Jiao (MediaCom)
Planning Director: Sarah He (MediaCom)
Planning Manager: Christina Liang (MediaCom)
General Manager: James Wu (MediaCom Interaction)
Digital Director: Sue Huang (MediaCom Interaction)
Digital Supervisor: Crystal Zhao (MediaCom Interaction)
Vice President: Meng Li (Myshow Media)
Director: Wei Shi (Myshow Media)
Director: Steve Wang (Microsoft)
Associate Director: Zhan Shi (Microsoft)
Media placement: Online SNS Game - Microsite (Http://cofco.zll.cn/) - 8 January 2010
Media placement: Online Campaign - Kaixin001.com, MSN Messenger, Baidu, QQ, Renren.com - 8 January 2010

Results and Effectiveness
In the first 82 days of the campaign 1.6m have registered as team leaders, nearly double our target just half-way though the campaign. 8m unique users (nearly 50% of the entire active MSN universe) are playing our game. Our game has attracted 24.5m unique visitors. Cost per contact is currently less than US$0.04. 50% more consumers think COFCO food is “safe” and 43% more think the company’s brands come from a “good food source”. "The COFCO Production Team campaign uses online game platform perfectly to convey the COFCO brand and generates very positive feedback." - Dongfeng Zhang, Vice-President, COFCO

Creative Execution
We created a new social networking game – COFCO Production Team – designed to showcase different processes required to bring tasty food to the store, highlight the teamwork required to make it happen and involve our target audience. Working with the number one social network platform for our target, MSN, we challenged consumers to become COFCO production team leaders and complete a Total Production Chain through the five steps of planting, caring, harvesting, processing and logistics. To do this they’d have to recruit at least four friends, who had to complete mini-games before the team could move onto the next stage. Each element of the game reinforced the message that consumers could trust COFCO products. The game showcased 11 production chains – in sectors from cereals to packaged food. Players and their friends were incentivised with prizes for each completed chain. Players were recruited via online display advertising.

Insights, Strategy & the Idea
COFCO is China’s biggest food producer, responsible for popular brands such as Great Wall Wine and Fortune Cooking Oil. COFCO itself, however, remains relatively unknown. After the tainted milk scandal in 2008 and other food scares, safety is a serious concern. Surveys indicate that 48.7% of consumers worry about food safety. COFCO needed to reassure its customers. Our insight was that uniquely, COFCO owns every step of the food production process from planting and processing to packaging and transportation. COFCO’s Total Production Chain was the perfect platform for reassurance. If we could educate upmarket, opinion formers about the value of controlling the whole process, we’d transform the COFCO brand into a mark of reassurance. We’d provide a virtual demonstration of this unfamiliar concept, using a media vehicle that involved consumers. Heroing favourite products would prove COFCO’s credibility. Our strategy would reassure consumers, letting them know they could trust COFCO.