The Campaign

To show how power packed the KFC 5-in-1 Meal Box was, we packed another item in limited edition boxes to make it even more powerful: An inbuilt power bank. We named these extra power packed boxes - KFC 'Watt A Box'.

Creative Execution

We designed and produced the Watt A Box by adding a cost-effective inbuilt 6,100 mAh Lithium-ion rechargeable battery in the KFC 5-in-1 Meal Box's packaging in a mini compartment insulated away from the food. The battery was made detachable so that the boxes could be disposed off without causing e-waste. Made out of medium density fibreboard, the Watt A Box came with charging cables for both Android phones and iPhones and also comprised an LED indicator to detect the battery charge level. We distributed these limited edition boxes in select stores in Mumbai and Delhi, which were made available to consumers at no additional cost to the 5-in-1 Meal Box. We created a video for the Watt A Box which was launched on Facebook, Instagram, YouTube and Twitter, along with a contest for consumers to win these boxes online. Sample boxes were sent for review to tech and lifestyle bloggers.

Indication of how successful the outcome was in the market

The Watt A Box: - generated over 86 Billion impressions worldwide with over 6.7 Million interactions - trended on Facebook and Twitter for 3 days straight - generated an earned media of over USD $130 Million - grew intent to purchase of the KFC 5-in-1 Meal Box by 75% - Over 170,000 minutes of battery life added to consumers' smartphones But most of all, it gave our consumers more of the moment to enjoy their finger lickin' meal and have one thing to stress about.

India is the world’s second-largest smartphone market with 220 million users. With mobile network providers offering affordable data plans, Indians are increasingly plugged in to their smartphones. According to a July 2015 study, Indians spend an average of 169 minutes a day on their smartphones. There is one problem however: smartphones run out of battery easily. Our target demographic (the youth and young working professionals), who are always on the go, are constantly on the lookout to find a charger or a charging port for their smartphones. And when their batteries are dead or about to die, it can get pretty stressful for them. We decided to tap into this fact by offering a smart and easy cool way for our consumers to recharge their smartphones - which would give them more of the moment to enjoy their meal and have one less thing to stress about.