KFC WATT A BOX

TitleKFC WATT A BOX
ClientKFC INDIA
Product / ServiceKFC 5-IN-1 MEAL BOX
CategoryE03. Innovative Use of Technology
EntrantBLINK DIGITAL Mumbai, INDIA
Idea Creation BLINK DIGITAL Mumbai, INDIA
Media BLINK DIGITAL Mumbai, INDIA
PR BLINK DIGITAL Mumbai, INDIA
Production BLINK DIGITAL Mumbai, INDIA

The Campaign

In March 2016, KFC launched the 5-in-1 Meal Box with the objective of providing an abundant complete meal at an affordable price. While other QSR brands offered 3 food items in a meal combo, the KFC 5-in-1 Meal box packed 5 finger lickin' items. Our task was to show how the KFC 5-in-1 Meal Box was the most power packed meal box in the market. To do this, 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

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. 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. The boxes were also given to tech and lifestyle bloggers for review. A demo video of the Watt A Box was created and published on Facebook, Twitter, Instagram and YouTube to create awareness. The Watt A Box added over 170,000 minutes of extra battery life and grew the intent to purchase of the KFC 5-in-1 Meal Box by 75%. 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.

Credits

Name Company Position
Dooj Ramchandani Blink Digital Chief Creative Officer
Yogesh Shirke Blink Digital Art Director
Jana Colaco Blink Digital Copywriter
Rikki Agarwal Blink Digital Account Director
Sana Khan Blink Digital Account Executive
Nitin Wagmare Blink Digital New Media Designer
Mayur Bet Blink Digital 3D Designer and Animator
Links
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