The Brief

To promote KFC’s first-ever Roasted Burger in Singapore.

Describe how the promotion developed from concept to implementation

We knew that loyal fans of KFC and consumers at large would find it hard to believe that a brand that stands for FRIED chicken is actually launching a ROASTED variant. So we decided to get people excited over a new Roasted Burger without revealing that it is from KFC. We got the conversation going by creating Hologram Burgers.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 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.

Explain why the method of promotion was most relevant to the product or service

The Hologram Burgers appeared island-wide and teased curious passersby. The burger that you could see but never get your hands on became the talk of the town. Most importantly, it kept people guessing who was behind this campaign. The Hologram Burger was on everyone’s lips even before the actual product was launched.