|Brand||KENTUCKY FRIED CHICKEN (KFC)|
|Product / Service||ROASTED BURGER LAUNCH|
|Category||B01. Consumer Products|
|Entrant||GREY GROUP SINGAPORE, SINGAPORE|
|Entrant Company:||GREY GROUP SINGAPORE, SINGAPORE|
|PR/Advertising Agency:||GREY GROUP SINGAPORE, SINGAPORE|
|Ali Shabaz||Grey Group Singapore||Chief Creative Officer|
|Joseph Cheong||Grey Group Singapore||Head of Copy|
|Ang Sheng Jin||Grey Group Singapore||Head of Art|
|Yvonne Chia||Grey Group Singapore||Senior Copywriter|
|Loh Wei Cheng||Grey Group Singapore||Senior Art Director|
|Aik Yong||A Pixel Photography||Photographer|
Before launching KFC’s new roasted chicken burger, we decided to run a teaser to pique consumers’ curiosity. We placed Hologram Burgers – projected 3D visual illusions that could be seen but couldn’t be touched – at various high traffic areas in Singapore. It was a huge success, creating buzz and attracting media coverage on newspapers and online media.
Generate publicity about the new delicious roasted chicken burger and get people interested in trying it.
• Free media – Hologram Burger was featured in a national newspaper with a readership of over 400,000. • Hottest topic online – Hologram Burger was discussed on Stomp, Asia’s leading citizen-journalism website. It received over 12,000 views in less than 24 hours. • Amazing sales figures – Over 500,000 KFC Roasted Burgers were sold in 5 weeks after the actual burger was launched. • Most cost-effective KFC promotion – we achieved the above-mentioned results with a production budget only SGD$9,000.
We placed several giant ovens, each projecting a Hologram Burger, in high traffic areas. These Hologram Burgers looked real but were impossible to touch – they were just visual illusions.
KFC has always been famous for its FRIED chicken. So when they decided to launch a ROASTED chicken burger, they were afraid consumers wouldn’t accept it well. After all, how could they believe that the experts in fried chicken could handle roasted chicken well too?
First, make the new roasted chicken burger the talk of the town, but WITHOUT REVEALING IT’S FROM KFC. People would then accept it more readily and quickly. Once we created excitement and got conversations started, we’d ride on the wave of enthusiasm to claim ownership and officially launch the burger.