| Title | HOLOGRAM BURGER |
| Brand | KENTUCKY FRIED CHICKEN |
| Product / Service | KFC ROASTA BURGER PROMO |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | GREY GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | GREY GROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | GREY GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
| Joseph Cheong | Grey Group Singapore | Head of Copy |
| Yvonne Chia | Grey Group Singapore | Senior Copywriter |
| Ang Sheng Jin | Grey Group Singapore | Head of Art |
| Loh Wei Cheng | Grey Group Singapore | Senior Art Director |
| Aik Yong | A Pixel Photography | Photographer |
• 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 promo – We achieved the above mentioned results with a production budget of only SGD9,000.
We created Hologram Burgers. 3D Burgers that look very real but were impossible to touch. The stunt piqued curiosity and became the talk of the town in national papers and online.
KFC is famous for fried chicken. So when they decided to launch a ROASTED burger, they were afraid consumers would not accept it. So we orchestrated a promo / teaser campaign that was all about the delicious roasted burger without revealing that it is from KFC.