KFC Dumi a Chinese Voice-Controlled Food Ordering Robot from Dentsu Isobar and Baidu

Since opening its first restaurant in Tiananmen Square, Beijing in 1987, KFC has expanded its franchise to a total of over five thousand locations all across the country and become the largest restaurant chain in China.

KFC’s success in China can be attributed to China’s favorable reception of the company’s irresistible Original Recipe yet; there’s much more to the story of Colonel Sander’s triumph in the east.

Unlike the traditional model of KFC outlets in the United States and other developed markets—a limited menu, low prices, and an emphasis on customers opting for take-out—KFC operates in China with the purpose of serving the local needs.

In other words, Yum! Brands, the restaurant company that owns KFC and other chains such as Pizza Hut and Taco Bell has structured its business model through the process of localizing the product and focussing on customer experience and the dining experience.

KFC’s launched a new brand proposition called “Be You” in 2017. The brand aims to offer consumers the pleasure of being entirely natural as they are suported by an instore fully digital process and supporting entertainment, consumers can manage and enjoy a new dining experience on their terms.

The primary target consumers of KFC is young adults. They rely heavily on the Internet and their mobile devices and constantly look for new experiences.

KFC partnered with Dentsu Aegis Trio Isobar Shanghai China office and Baidu to design the process to accommodate Chinese interests and behavior and create a whole new interactive dining experience in the restaurant. From ordering, waiting to dining.

The idea is called “Dumi” a Voice-Controlled Robot and self-help ordering kiosk. Consumers can order their meals by talking with a voice-controlled A.I. Robot to avoid the waiting lines.

Dumi’s voice recognition is sophisticated enough to handle customers changing their orders and making substitutions by “learning” from its interactions, but its makers admit the robot has trouble distinguishing between certain dialects and accents.

For the ordering Kiosks, Isobar designed a stylish appearance, and user interface was focusing on a more convenient ordering process. Customers can pay for their purchases on their phone using mobile payment services such as Alipay, Tenpay, and Baidu Wallet. Furthermore, the concept store has a wireless charging station for mobile phones that also doubles as a music listening station which can be accessed through a QR code.

There was also “Smart Music Tables” created to leverage KFC’s owned media platform “K-music”. Consumers can recharge their cell phones wirelessly, and they can also scan a QR code to listen to the music of their choice from K-music to create an interactive dining atmosphere.

This new KFC digital dining experience became the highlight of the grand opening of KFC’s 5,000th restaurant. It has gained over 600 new articles from various media outlets and created great discussions on social media which in turn as driven many consumers to the restaurant to explore and play in the KFC digital dining experience. Congrats Isobar and Baidu.

Citroen Fami-Navi Guides Drivers To Traffic Safety In China

Citroen Logo

China has become a rapidly developing automobile using society. With the increasing number of vehicles, traffic congestion and frequent traffic accidents have begun to threaten pubic transport, which has become a huge social problem in China.

The number of traffic accidents increases about 10% every year due to the rapid deterioration of traffic conditions caused by the ever-increasing number of cars on the road.

Dongfeng Peugeot-Citroën Automobile Limited is a joint venture between the Dongfeng Motor Corporation and the French PSA Peugeot Citroën. Based in Wuhan, capital of Hubei province, it manufactures Peugeot and Citroën models for sale in China.

Citroen set a challenge to improve the traffic safety manners of the drivers in China, which is lower than the developed countries in the world and approached Dentsu Beijing to find a creative solution to solve this business problem.

The insight that was unearthed by the Dentsu planners was everyone drives in a hurry, and when there is traffic jam, people often feel anxious resulting in “road rage.” 

In these cases, everyone tends to put themselves as a priority. Drivers become self-centred when they are driving alone but their driving behaviours change when their loved ones are in the car with them.

They found that when drivers hear the voice of family in the car it was a very powerful safety mechanism. 

So Dentsu Bejing creative idea was to develop an innovative APP called ‘Fami-Navi’ which offers safe travel guidance. 

Through the built-in recording script, parents and children can learn traffic etiquette together, record the voice of driver’s child or spouse, and then automatically import it to replace the existing navigation voice. Then, the driver can enjoy a ride navigated by his or her most important person’s voice.


So what ‘Fami-Navi’ does is get children to learn about traffic safety manners by reading them a picture book and recording their voice. Using voice recognition technology the recorded voice is linked to map data, turning the recorded children voices into navigation voices.

These voices act as reminders for the drivers of gentle driving manners. By being navigated by families’ voice to their destination while driving, it felt as if they were carrying their families in the car with them and that amplified the need for safe driving. Good Innovation!

Voice recognition as a process of taking the spoken word as an input to a computer program will see many innovations over the coming years. Voice is human. From Amazon Echo to Cortana to a real life Star Trek communicator badge – technology has finally begun to find its voice in production engagements. 

This process will certainly be important to virtual reality programs because it provides a fairly natural and intuitive way of controlling the simulation while allowing the user’s hands to remain free.

The result on ‘Fami-Navi’ since the the launch a couple of months ago has seen over 90% of APP users (data from the APP pop-up questionnaires) became more cautious on the traffic safety manners. It changes the consciousness of drivers while driving.


Last night at the AD STARS Beijing Dentsu’s work for FAMI-NAVI won the Direct-Use of direct marketing Silver Award. 

AD STARS awards which was founded in 2008 is now the Asia’s largest and the world’s third largest advertising festival.

Beijing Dentsu has recently been active and involved in domestic and international advertising awards competitions. 

This year, Beijing Dentsu has won 5 awards which include ADFEST, AMES, Asia-Pacific Tambuli Awards and other International advertising festivals. The way they are travelling I think the best is yet to come.

Proximity Beijing Helps Volkswagen redefine car marketing with the people’s car project

Proximity Beijing is helping Volkswagen simultaneously get back to its roots and position itself for the future with The People’s Car Project.

A long-term, all-media initiative, the program promises to result in the development of new ideas in mobility, future car concepts, as well as enhancements to potentially all aspects of Volkswagen’s products and services; created entirely from ideas solicited from everyday people.

“Volkswagen literally means ‘the people’s car.’ From the iconic Beetle to the beloved Golf, we’ve listened to the people” said Paul Hu, Head of Volkswagen Brand Marketing China. “Now we’re once again redefining what it means to be a Volkswagen with The People’s Car Project.

We’re facilitating a new dialogue through an interactive cross-media platform, engaging people with content to inspire, tools to create and personalize, and environments where they can discuss design, share innovative ideas, and connect with each other to create collective visions for what a car should be; created by the people, for the people.”

“As a car lover, there’s nothing more exciting than redefining an iconic brand like Volkswagen for the future,” says Georg Warga, Executive Creative Director at Goodstein & Partners who is leading the creative charge at Proximity. “With all the technology we have today — from social media tools to 3D-modeling software — we can truly give this brand over to the people and let them make it what they want it to be.” It was this pitch that got Volkswagen executives excited almost one year ago and, after vetting several potential partners, landed both Mr. Warga and Volkswagen at Proximity, which built its new Beijing office from scratch to execute the plan.

“Social media and crowdsourcing are today’s dominant buzz-words – but the vast majority of such programs are tactical and fragmented – a blog here, a fan-page there, a dialog program somewhere else,” said Devin Beringer, Strategy Director for Proximity China. “The People’s Car Project combines all the new and the traditional tools of marketing with the core principles of relationship marketing. It is perhaps the first true social CRM program”.

A team of cross media experts has been recruited from around the globe to execute the project; which includes a web-based platform, direct social media integration into many of the major networks in China, an online series, augmented reality and location based mobile applications, events and experiences, as well as TV, Print, and out of home campaigns.

“We’ve built an agency that doesn’t just talk about holistic solutions, but actually delivers them. With Volkswagen, we have a partner that has allowed us to work on a very deep level, across almost all departments from marketing and PR, to IT, and product development.” says David Hunt, Managing Director, Proximity China.

The Rising Tide of Tribal DDB Asia Pacific

April 24th, 2007

This week our Asia Pacific offices got together to review our recent Interactive creative work. We reviewed client work in the following digital categories;


  • 10 entries for Marketing web sites: Short term/promotion sites built to support or lead a marketing campaign
  • 7 entries for Online advertising: Banner and Rich Media Advertising
  • 4 entries for Viral marketing entries: Digital video spots made for the Internet only, Email advertising, including. e-cards
  • 3 entries for Interactive campaigns: 3 or more different and separate interactive online elements for the same concept (e.g. 1 online ad, 1 e-mail, 1 website)
  • 2 entries for Corporate web sites: Destination sites built as a storefront for a company’s long-term business
  • 1 entry for CD-ROM: Digital marketing material launched or delivered via CD-ROM

We discussed that all communication should be anchored by a great idea and surrounded by several small ideas. We are looking for “What is the idea in one sentence?” With Interactive communication we are asking ‘What is the Value Exchange’ – What pulls me in?

Integrate the idea
Quite often and very frustrating, online work is expected to follow a piece of offline work already created for another channel such as TV or print. The online creative should be an expression or extension of the ‘idea’ and not simply just matching the look and feel of other communications. ‘Matching luggage’ online creative is no more than an opportunity to see more of the same message. We are asking “Have they made the most of the idea and most importantly made it interactive so a consumer will come forward?”

Keep it simple and just when you think it is, make it even more so. When we look at the work we are asking ourselves,“Would everyone get this?”

Bringing ideas to life online in 2007 can rarely be achieved in isolation. Successful campaigns require a mixture of good engagement planning, creative, technical, directors, film companies, animators, research and media thinking. When we look at the work we are asking ourselves, “Does the work fit created media or contributed to any paid media plan”

Consumer insight
The exciting thing about interactive is that a consumer can do something – open it, play with it, watch it, click it, interact with it or at worst ignore it. In order to increase our opportunities of success, we need to be clear on what the audience want and what they are likely to do. This insight will not only drive the idea, but also steer our decision on the levels of interactivity we apply. When looking at the work we ask, “Why would I bother?”

It was a wonderful half day of discussion and below are what we selected as our ten best Tribal pieces of work for Q1, 2007, they are in no particular order. Please note each screen grabs will link to the work.

Tribal DDB India

MTV2_India MTV_India
AIDS Awareness – Protected Entry
India Show Semi Girabaal
TimeJobs_India Parma_India
Times Jobs Portal
Career Champions
Paras Pharma Skin Ointment:
Itch Attacks

Tribal DDB Greater China

McDonalds-China McDonalds_HongKong
McDonald’s China
Professor Super Savings
McDonald’s Hong Kong
Shake Shake Fries

Tribal DDB Australia

Nike_Australia McDonald's_Australia
Nike Australia
Nikeology Retail Education Program
McDonald’s Australia
Make Up Your Own Mind
Gatorade_Australia News_Australia
Gatorade Australia
Operation Gatorade
News Limited Australia
the Ashes ‘Australia Strikes Back’

Wall Street Journal Story: Philips China: My Secret Weapon For Success





Philips Consumer Electronics went online to launch the 800 Series electric shaver in China, one of the biggest internet markets in the world.

"Philips will always look at where our consumers are and try to come up with simple yet innovative way to reach our targets there," said Lenze Boonstra, Philips’ director of brand and media in Hong Kong.

Sales of grooming products and accessories aimed at men remain low in China. For one thing, Asian males tend to grow less facial hair than western men.

Social factors are another factor. Young, urban male consumers, the target market for pricey foreign products like a Philips shaver, probably started shaving with the same double-edged type of razors used by their fathers, who were raised during a time when more sophisticated products were unavailable (and unaffordable) in China.

While young Chinese women rushed into the marketplace, snatching up Japanese and European skin care brands, cosmetics and other personal care products, men are just beginning to explore the category.

Therefore Philips–and Procter & Gamble, which now owns Gillette–have identified the mainland as a market of great potential rather than a lost cause. In fact, China is the first country where Philips is selling the 800 series.

The digital campaign, created by DDB Worldwide’s Tribal DDB offices in Shanghai and Hong Kong, promotes the shaver as a cool "must-have secret weapon designed for success," said Adam Good, the agency’s Hong Kong-based president, Asia/Pacific. Although China has a large, fast-growing economy, competition for white-collar jobs is high and many male college graduates struggle to find first jobs. And dates.

The shaver’s web site, features three "hot" female advisers, said Mr. Good. Named Victoria, Jennifer and Angelina, they are collectively called My Secret Weapon.

 agent_adam  A shaver that looks as good as it shaves!

"They provide an enticing way to shake up what is normally considered a mundane everyday activity. Our aim is to transform a traditionally taboo grooming activity into something cool and enjoyable."

Also, the act of shaving in China is regarded as "a very private activity which is not openly discussed," he added. So the campaign seeks to give the product "street cred" in a format that is entertaining.

The sultry, attractive advisers offer tips about etiquette, job hunting and dating (unsurprisingly, each one recommends daily use of an electric shaver) to help young Chinese men to achieve success and become more presentable. The web site is backed up with online banner ads, blogs, and viral promotions.

Lipton ‘Black Label Tea: Asia Campaign ‘Hirameki Park’


Working with the Lipton team has been a great experience. We’ve been able to create a thoroughly entertaining and interactive digital destination at the Hirameki Park. It’s very exciting to be rolling out such an innovative campaign across Asia too.

Tribal DDB’s Lipton Hiramaki campaign leapfrogs from the fact that tea is already an integral part of everyday Asian culture. The campaign adds fun and creativity to the daily ritual. At the root of the campaign is “HIRAMEKI” the Japanese expression which means “unleashing inspiration and creativity.

The idea is that drinking Tea, which provides “Theanine” allows you to be “relaxed and alert”. This state of mind provides the perfect mental condition to get a brilliant idea or be inspired – thus HIRAMEKI. Have a cup of Lipton Yellow Label and see things with new perspective. Tribal DDB Shanghai and Hong Kong have launched this first campaign for Lipton Yellow Label across Asia, it will eventually run in 11 Asian countries, including China, Indonesia, Thailand, Malaysia, Singapore, Hong Kong and Japan.

Tea drinkers are invited to Lipton’s Hirameki Park – a funfair of interactive entertainment. The website allows users to play, co-create, as well as gain tips for how to be enlightened and inspired. People post their favourite tea recipes, they can download interactive desktops and wallpapers which remind them how to have a Hirameki moment once a day. There are magic tricks to learn and quizzes to make you smarter.

Lipton ads to go regional
by Arun Sudhaman
Media Asia 21-Mar-07, 06:08

Click here for full story.


Professor Super Savings: McDonald’s China


Professor Super Savings is an amusing character with thick brim glasses and a black hat developed by Tribal DDB Shanghai. This cool geek’s mission is to investigate other ways of getting the best value out of just 6 Renminbi (RMB): the price of a McDonald’s Super Savings menu. His adventures are captured in entertaining mini films which are broadcast throughout the internet, on popular video portals such as tudou.com or social networking sites like QQ.com. One film shows people pilling into a taxi (in the trunk and on the roof too) in order to cut the cost of a taxi fare to the airport. Professor Super Savings always comes out victorious – a McDonald’s Super Saving menu is definitely the most profitable way of spending 6RMB.

We aim to provide fun whilst educating the consumers’ perception of McDonald’s Value meals. The Professor’s unusual quirky character gives consumers a different perspective of what 6RMB is worth. Using a digital platform and leveraging on the popularity of blogs, video websites and social forums enables us to give the Professor as much exposure as possible.

Consumers can submit their ideas to the Professor online. The person who submits the best proposal for how to optimize the use of 6RMB will win the chance to direct the next mini commercial. Professor Supers Savings is quite a personality; his nerdy yet cool manner has already earned him a huge fanbase. He even has his own blog as well as conducting interviews about his personal life. Visitors can also download special discount coupons to use at McDonald’s.


McDonald’s drives value
by Arun Sudhaman Media Asia 
Media Asia 21-Mar-07, 05:24


SHANGHAI – McDonald’s has created a new fictional ‘geek’ that challenges consumers to find better value than the brand’s Value Menu in China.

The Professor Super Savings character, billed as a ‘value expert’ who checks, compares and runs tests on McDonald’s value menu proposition, is being rolled out via a new digital campaign developed by McDonald’s China digital AOR, Tribal DDB.

The first phase of the drive includes a series of web-only TVCs that are being broadcast on mainland social networking sites, along with a Professor Super Savings blog and interviews.

A media partnership with QQ.com, meanwhile, asks Chinese consumers to challenge the Professor on where they can find better value for  six renminbi (US$0.75) – the price of McDonald’s Value Menu. Consumers are also able to download vouchers.

“It’s really all about having fun with consumers and showing what you can do for six renminbi,” said McDonald’s China chief marketing and corporate affairs officer Gary Rosen.

“We are asking consumers for stories on how they save, and actually our website has already slowed down because of the overwhelming response.”

The next phase of the campaign, meanwhile, will feature the Professor asking consumers to submit their own Value Menu TVCs, which sees McDonald’s tapping into the current craze for user-generated content.

“People like to interact with the McDonald’s brand, and we find it is a good seeding strategy,” said Tribal DDB Asia-Pacific president Adam Good. “If we get something interesting into that online market, it just explodes, and we want to give Professor Super Savings some sort of longevity.”

The campaign targets a slightly younger demographic of university students and young adults. “These are people who don’t always have a lot of money in their wallets,” explained Good. “It’s more like developing a TV programme, but one thing is that consumers are getting the value message.”

Shake Shake Fries: McDonald’s: Tribal DDB Hong Kong



Click here to see overview of campaign.

McDonald’s has for the first time ever invited a regional celebrity to appear in its TVC series. Superstar actress/singer Miss Kelly Chen will participate in the promotional campaign and star in the “Shake Shake Fries” campaign.

The agency was asked by McDonald’s to develop a holiday season online campaign to promote this ‘Shake Shake Fries’ product and to highlight the four sachet flavors. The big idea was “How do you shake your fries?”

The agency created two fun and engaging interactive components. “Shake Shake Video Competition” encourage public to use their own creative ways to shake the fries, shoot it as video and enter the competition. At around one month’s time, 161 creative videos were received, which shows the campaign interact and involves the customers successfully.

Another component, “Shake and Dance with Joey” allow participants to upload their pictures and then star in a music video also receive a encouraging result.

Other than banners, innovative media was explored to enhance the viral effect. “Gunners” are employed to initiate topics on discussion forums in Hong Kong. Also, some funny videos submitted were uploaded to YouTube as a promotion channel to generate more awareness of the campaign.

July 6th, 2007 7:04 PM

Effie Hong Kong           Effie

McDonalds Shake Shake Fries has one a Gold Effie.

This is the first ever Gold Effie for McDonalds in Asia. Effie awards Ideas that Work – the great ideas that achieve real results and the strategy that goes into creating them. Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their message to their customer. Since 1968, winning an Effie has become a global symbol of achievement.

Zhong Hua Campaign: The freshness you can see


It’s been a busy time in China as Tribal DDB Shanghai gains momentum. We have picked up two Unilever brand assignments, Lipton (more on this later) and also working in Zhong Hua toothpaste.

The main objective for Zhong Hua is to deliver an attractive communication about the new product format “gel in gel”, the “Fresh Core Cool Blue”. 

We are using the Valentine’s season as a platform to build a word of mouth device around “Freshness you can see”, modernizing and uplifting Zhonghua Brand Image at the same time.

ZhongHua_Home ZhongHua_Game

We have based the concept on when you are chasing a girlfriend, if you get close to her within 10cm, you can successfully get a kiss (if your lucky that is).

At that moment, your freshness’ breathe and your healthy teeth are the most critical things. Zhoughua prepare them for you, helping you get close-up with others.

Combining love and freshness together, the tagline came naturally: “Get close within 10 CM freshly; there is no distance about love”. To support the campaign we used Netease, the famous Chinese portal as a partner and we built an online competition to encourage people to upload their creative ideas about how to get close to their lovers and asking for love. People could upload video, picture and copy to express their fresh love.

World AIDS Day ‘Protected ‘ campaign from Tribal DDB India


World AIDS Day
Client: MTV India

The poor cursor gets protected and its user gets aware of the importance of condoms. What else can one ask for on the occasion of World’s AIDS Day?

Promoting the cause of AIDS on the web is no easy task. AIDS has emerged as one of the biggest killer worldwide. A fact that perhaps every Tom Dick and Hari is aware of. In spite of that the use of condoms is pitiably low in India. A fact we wanted to change.
What was common between AIDS and the web is protection. Web users are always cautious and require assurance that a site is ‘protected’ before they enter it. This triggered a sudden thought in our minds. What would happen if websites refused entry into their pages without a condom? The answer was that thousands of surfers would get protected and talk about protection.
So on the occasion of World AIDS Day we designed a banner for MTV India that appeared before site launched. The banner asked users to choose a condom for their cursor. They were given a wide choice of condoms and 10 seconds of time. If they could not make a choice by then, the cursor was given a default condom to ‘wear’. The message was clear. No condom. No entry.

The promo definitely created a buzz around cyber town. There were postings on blogs, networking sites were scrapping about it, links were forwarded and by the end of day we had close 50,000 people getting protected online

June 16th, 2007 10:12 PM

Tribal DDB India has over the last two years been extremely salient at the awards – winner at AAAI and Abby in India, the Asia Pacific Ad Fest, and finalist status at the One Show and at Cannes and also a two-time winner at the Webbys.

It was a proud moment for Tribal DDB India when the team opened at the Cannes Lions International Advertising Festival 2007 for the Cannes Lions Daily to find their name as the only one from India in the Cyber Shortlist’s.

The entry is titled ‘Protected Entry’ in the category Charity, Public Health & Safety, Public Awareness.

“We had a few, well-chosen entries this year, but we knew had some strong contenders among them. This one for MTV particularly startles with the sheer simplicity of the idea,” says Leroy Alvares, Country Head, Tribal DDB India.

“Every shortlist reaffirms our belief that our grooming of our young talent to strive for global standards is working and is well on track. As a jury member at the One Show and the Clio’s this year, I could see that we had work of high international quality,” adds Meera Sharath Chandra, National Creative Director, Mudra Marketing Services (of which Tribal DDB India is an important SBU).

“This entry has already proved itself as a finalist at the One Show and as a People’s Choice Award winner at the Webbys. We knew we were in with a very good chance,” says R Lakshminarayanan, CEO Mudra Marketing Services.