FINGER LICKING GOOD

Short List
TitleFINGER LICKING GOOD
BrandBIRDLAND (HONG KONG)
Product / ServiceKFC
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Idea Creation OGILVY & MATHER GROUP HONG KONG, HONG KONG
Contributing BRAND UNION Hong Kong, HONG KONG

Credits

Name Company Position
Reed Collins Ogilvy & Mather Group HK Chief Creative Officer
Elaine Li Ogilvy & Mather Group HK Art Director
John Koay Ogilvy & Mather Group HK Creative Director
Matthew Nisbet Ogilvy & Mather Group HK Creative Director
Buji Ng Ogilvy & Mather Group HK Copywriter
Kerwin Choy Ogilvy & Mather Group HK Copywriter
Andy Reynolds Brand Union HK Creative Director
Kitty Chan Brand Union HK Designer
Mikyung Kim Hogarth & Ogilvy HK Senior Agency Producer
Jayden Wong Hogarth & Ogilvy HK Agency Producer
Rebecca Lui Hogarth & Ogilvy HK Senior Print Producer
Helen Clemens Mutual Workshop Director
Cyrus Lai Mutual Workshop Producer
Lindsay Jehan Song Zu Singapore Music Composer
Kimhoo So - Photographer
Soames Hines Ogilvy & Mather Asia Pacific Vice-President
Gladys Wong Ogilvy & Mather Group HK General Manager
Penny Chow Ogilvy & Mather Group HK Business Director
Janice Ho Ogilvy & Mather Group HK Associate Account Director
Sincere Ng Ogilvy & Mather Group HK Associate Account Director
Stella Fung Ogilvy & Mather Group HK Account Executive
Jason Fashade Social@Ogilvy HK Managing Director
Michael Wong Social@Ogilvy HK Senior Strategist
Pammy Li Social@Ogilvy HK Community Manager
Michel Wong Ogilvy Public Relations HK Senior Associate
Corwin Wong Ogilvy Public Relations HK Senior Consultant
Daphne Li Ogilvy Public Relations HK Intern

The Campaign

Everyone knows KFCs It’s Finger Lickin’ Good tagline – a brand promise about the quality of the food and the fun dining experience. Our idea was to bring KFCs tagline to life in an unexpected new way that would surprise and intruige consumers. Working with food technologists at McCormick (the makers of KFCs 11 secret herbs and spices mix) we created It’s Finger Lickin’ Good Edible Nail Polish. Available in Original Recipe and Hot & Spicy chicken flavours, simply apply, dry and lick – again and again and again. The whole campaign was designed with a stylish aesthetic to appeal to our target audience’s two big loves – food and fashion.

Creative Execution

Our campaign launched with a single cryptic Facebook post to help build buzz. We then invited local celebs, press, plus food and fashion bloggers to an exclusive tasting event where they could try the edible nail polish and do food pairing with other KFC products. KOLs live blogged the event, pushing our message out in real time. The nail polish bottle and packaging took its design cues from the world of fashion to appeal to our young style-conscious target audience. We also created a music video that was released on social media featuring a local beatboxer and tutting dancer – with a unique catchy track and hand choreography that dramatised the act of applying, drying and consuming the edible nail polish. We then asked the public to vote online for their favourite flavour.

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

Our campaign caught fire, going way beyond our goal of putting KFC top of mind with Hong Kong consumers. Garnering global media coverage, we achieved a total reach of 300 million+, with 91% positive sentiment to the KFC brand, as well as being the #1 trending Twitter topic. Sales increased in +12% sales during his period as a reflection of awareness and behavourial change from this campaign.

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

This work is relevant becuase it was a promotion that activated consumers to vote for their favorite KFC flavour – engaging them and making them part of the campaign story.

Our target audience were young consumers aged between 16-25. This playful group love food and fashion and are keen to try out the latest trends for themselves. We created our campaign to reach this target in their natural habit – social media and the blogosphere, with KOLs selected specifically with fashion or food profiles.

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