Title | KFC WATT A BOX |
Brand | KFC INDIA |
Product / Service | KFC 5-IN-1 MEAL BOX |
Category | A02. Creative Innovation |
Entrant | BLINK DIGITAL Mumbai, INDIA |
Idea Creation | BLINK DIGITAL Mumbai, INDIA |
Media | BLINK DIGITAL Mumbai, INDIA |
PR | BLINK DIGITAL Mumbai, INDIA |
Production | BLINK DIGITAL Mumbai, INDIA |
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 |
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 for communicating our brand message. 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. The intention behind these boxes was to offer a smart and easy cool way for our consumers to recharge their smartphones at KFC stores or on the go - which would give them more of the moment to enjoy their meal and have one less thing to stress about. We named these extra power packed boxes - KFC 'Watt A Box'.
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. The Watt A Box came with charging cables for both Android phones and iPhones and 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 demo video for the Watt A Box which was launched on Facebook, Instagram, YouTube and Twitter to create awareness. Sample boxes were also given to lifestyle and tech bloggers for review.
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.
The work has fulfilled a consumer need while delivering the brand message in a newly invented way.