2019 TopDigital Innovation Awards winners were announced during the 7th TopDigital Innovation Festival, held in Shanghai’s Longzhimeng Hotel on May 30th, 2019. Three of Artefact’s campaigns stood out from 2,708 works, nominated in the Social Marketing and Design and Production Services categories. In the final round, Artefact’s “Kohler EIR Campaign H5” was awarded a Silver Award in the Design and Production Services category.
Focusing on product innovation and branding in the digital economy, the TopDigital Innovation Festival was held for its seventh consecutive year, quickly becoming one of the most prestigious awards on China’s digital innovation stage. This year, 2,708 works submitted by 553 companies went through the rigorous screening, where more than 70 professional jury members coming from industry leaders including Alibaba, Netease Koala, Hupu, Meituan, Nio Auto and Kimberly-Clark.
The winning case is a social H5 campaign created by Artefact for Kohler, a global leader in the innovation and design of kitchen and bathroom plumbing products. From mid-December 2018 to mid-March 2019, Kohler teamed up with famous illustrator Tango to hold a comics exhibition “Arbitrary Door” in Shanghai’s Xintiandi Square, with the aim to promote Kohler’s high-end smart toilet EIR series to young people. From creative idea to designing and final development, Artefact launched its H5 work, promoting the campaign with a QR code online so it would interact with the targeted audiences in an intriguing way while expanding the brand’s exposure leveraging Tango’s strong recognition. Together with the offline store customer engagement, this campaign greatly facilitated Kohler’s sales conversions to its younger audience.
Screenshots of the award-winning Kohler H5 case
The H5 campaign leveraged the cat character from Tango’s comics as the protagonist, letting the cute cartoon “cat” experience the five core functions of the Kohler smart toilet, strengthening the product function in customers’ mind. In the final screen of the H5 campaign, the user will be shown his own “kind of cats”, giving the younger users something interesting to forward and share with their circles of friends. The H5 created by Artefact effectively drove traffic to Kohler’s platforms and stores, generating more than 55,000 interactions, far exceeding expectations.
Pascal Duriez, CEO of Artefact Asia Pacific, said, “Artefact is very pleased to present this great work done for Kohler, just one of several other campaigns we designed for them, including our highly successful 2019 Spring Festival campaign.”
Artefact works with many brands to design highly creative H5 campaigns. For example in luxury goods, Artefact designed and ran several successful campaigns including the‘Eye Skill’ Competition, Rejuvenate your Skin for Dior, Men of Today for Hugo Boss,Good luck for a smooth year, catching a Golden Pig to predict your New Year’s Fortunefor Glam Glow (a skincare brand under Estee Lauder). Besides videos, Artefact explores a variety of engaging communication ideas, such as mini-games, personalized predictions, and theme animations.
The Artefact Team received the award at the TopDigital Award Ceremony
Artefact is a company that provides digital marketing strategy and data consulting services by utilizing data and artificial intelligence. Artefact has both data consultants and marketing experts sitting in the same offices to help clients develop data-driven strategies and execute them, mixing a perfect balance of technology and creativity. Since entering the Chinese market, Artefact has served a number of international brands on their digital marketing in the Asia Pacific including Metro, Dior, Emirates, DFS, Hugo Boss and Swatch Group China.
“Artefact is set up to prevent any friction and loss in translation between data strategy and marketing execution,” notes Pascal Duriez, CEO, Artefact APAC. “This is why we put digital marketers and data consultants together from the very beginning of the process so we can work towards the same goal – to deliver the highest standards of excellence to our clients. At Artefact, we work as a ‘pizza’ team, putting the best toppings together for the best result. For each project, we gather a team consisting of talents from every area – consulting, creativity, media activation, data science, AI and technologies – to tackle whatever challenges the client presents us.”
When it comes to Artefact Group’s strategic development in the Asia Pacific region, Pascal Duriez says, “Artefact is a fast-growing company that always keeps up with the industry trends in the Asia Pacific region. Our strength lies in our ability to integrate data analytics in the precision marketing process, allowing Artefact teams to come up with brilliant creative strategies based on accurate customer data-driven insights. It is this unique positioning, enhancing creative strategies with data insights, that allow Artefact to more accurately deliver the right message, at the right time with the right audience.”