|Title||FINGER LICKING GOOD|
|Brand||BIRDLAND (HONG KONG)|
|Product / Service||KFC|
|Category||B01. Guerrilla Marketing & Stunts|
|Entrant||OGILVY & MATHER GROUP HONG KONG, HONG KONG|
|Idea Creation||OGILVY & MATHER GROUP HONG KONG, HONG KONG|
|Contributing||BRAND UNION Hong Kong, HONG KONG|
|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||Agency Producer|
|Jayden Wong||Hogarth & Ogilvy HK||Agency Producer|
|Rebecca Lui||Hogarth & Ogilvy HK||Print Producer|
|Helen Clemens||Mutual Workshop||Director|
|Cyrus Lai||Mutual Workshop||Producer|
|Lindsay Jehan||Song Zu Singapore||Music Composer|
|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|
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.
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.
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.
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.