Kraft Wins IAI Creative Marketing Excellence Award; Carton Ge's Package Advertising Value Gains Industry Recognition

The 2019 IAI International Festival of Creativity and the International Advertising Awards ceremony took place at the studio hall of Communication University of China in Beijing. Under the theme “Challenging Uncertainty, Envisioning,” the event examined how marketing creativity can respond to uncertain market conditions.

During the awards presentation, Kraft Group, a client served by Carton Ge, received the International Advertising Award's Excellence Award for Creative Marketing for a fresh, creative marketing case.

A central topic at the festival was how China's marketing industry should respond as the market faces uncertainty, and how creativity can help brands stand firm in a new era.

As an annual gathering covering industry innovation, commercial brand creativity, media marketing and brand advertising, the International Festival of Creativity brought together well-known brand owners, leading domestic and international media, advertising creative agencies, digital marketing and PR consultancies—hundreds of companies and institutions in total. It is a high-end annual event in brand marketing and a first-class brand and marketing platform in China.

For Carton Ge, the award reflects its position and strength in creative marketing for package advertising, and signals growing industry recognition of its media value.

According to reports, Kraft Group signed an annual marketing cooperation with Carton Ge and ran continuous marketing programs during 2018–2019. Carton Ge combined innovative package advertising methods with a professional, recurring marketing plan for Kraft, building a creative case around the online-shopping parcel-opening experience.

Carton Ge continues to strengthen its core marketing value.

The award-winning case delivered core marketing value in two parts.

First, Carton Ge selected one of Kraft's biscuit products and created the “Kraft Big Cheese Bro” character. Based on the product's features, it targeted consumers with strong online shopping habits, high spending power and a willingness to try new things, using e-commerce package marketing to reach them precisely and align with their preferences.

Second, Carton Ge linked the characteristics of express delivery cartons with Kraft's product positioning, communicating product selling points to audiences and planning a creative carton transformation. Ordinary cartons became detachable, highly interactive creative boxes: the exterior sparked curiosity and surprise, while consumers could fold the carton by hand to form the “Kraft Quzu Big Cheese Bro” image with headphones, boosting interaction and brand awareness.

During the campaign, the innovative approach attracted tens of millions of fans. In the same period, the matching gift box sold out on the same day at Kraft's official Tmall flagship store. From data, channel and marketing perspectives, the case achieved favorable ratings that exceeded industry levels.

After the project ended, a long-tail effect emerged: multiple major marketing accounts, self-media outlets, Douyin and other third-party media independently re-shared the brand marketing approach several times, further increasing brand exposure.

In addition, Carton Ge developed Halloween creative solutions such as “creative desktop storage cartons” and “festival interactive gift boxes,” all of which received strong recognition from the industry and brands.

As a pioneer in the e-commerce package advertising industry, Carton Ge said it is honored to receive recognition from the organizing committee and from people inside and outside the industry. Going forward, Carton Ge will continue to focus on e-commerce package advertising, build core media value around scenarios and precise online shopping audiences, and create more value for advertisers.

Source: China Packaging Network (pack.cn); original link: http://news.pack.cn/show-350921.html