| Title | MONTH OF MANTIME |
| Brand | YUM! |
| Product / Service | KFC - DOUBLE DOWN |
| Category | B02. Consumer Products |
| Entrant | MEDIACOM Sydney, AUSTRALIA |
| Entrant Company: | MEDIACOM Sydney, AUSTRALIA |
| Advertising Agency: | OGILVY & MATHER Sydney, AUSTRALIA |
| Media Agency: | MEDIACOM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Annie Griffiths | MediaCom | CCP Group Director |
| Jane Henderson | MediaCom | IP&I Group Director |
| Sam Geer | MediaCom | Strategy Manager |
| Nina Nguyen | MediaCom | IP&I Director |
| Alexa Hohenberg | MediaCom | I&T Director |
The Double was an outstanding success… Facebook fans grew by 17,000 in 4 weeks. Sales of The Double smashed 850,000 after only 4 weeks of activity - one of the best performances in history for a KFC product launch. Due to an increase in customers and frequency, transactions increased over the period by 4.1% (the highest growth in over 2 years) and this grew total KFC business by 2.9%.
We created a ‘countdown’ to the month to build intrigue prior to launch – this ran on digital display media, facebook and through our 7mate and Zoo media partnerships. One day prior to launch we offered Facebook fans the chance to buy The Double before anyone else. Finally launch day arrived and The Double was born. We fully integrated into 7mate’s broadcast using a mixture of interstitials, billboards, pop-ups, line-ups and vignettes. In a similar integrated partnership with Zoo magazine we used not only display advertising but also a mix of advertorial and editorial that was extended online. Consumers were driven to KFC's facebook page for their chance to win prizes by uploading videos of themselves eating The Double. And to top it all off we tapped into current cultural events by creating an April Fools for the ‘sans-fillet burger’ and ‘The Double’ commemorative plate to celebrate the Royal Wedding.
KFC’s burger sales were in decline. Since 2007, sales had fallen by 30% with consumers migrating to Hungry Jacks and McDonalds. To address this KFC launched a unique product for young men, The Double - a burger with no bun, just cheese & bacon sandwiched between 2 chicken fillets. The double was a controversial, unapologetic burger aimed squarely at men. Our insight was that all men crave time where they can cut loose and unleash their masculinity – Man Time. We wanted to encourage men to make time for their man time and enjoy The Double. ‘Month of Mantime’ was born. A month of activity dedicated to guys celebrating being guys! First we built anticipation for the month with a teaser campaign fueled by social media. Then we launched with a bang – partnering with two male targeted media partners 7mate and Zoo to create a multi-platform approach.