KFC'S BIG 10

TitleKFC'S BIG 10
BrandKFC
Product / ServiceKFC
EntrantMEDIUM RARE Dhaka, BANGLADESH
Idea Creation MEDIUM RARE Dhaka, BANGLADESH
Production MEDIUM RARE Dhaka, BANGLADESH

Credits

Name Company Position
Abrar Athar Medium Rare Managing Director
Umaila Akhter Medium Rare Account Director
Arifeen Mahmood Khan Medium Rare Creative Planner
Nirob Chandra Saha Medium Rare Art Supervisor
Sayedul Hossain Srabon Medium Rare Visualizer
Syed Mohaiminur Rahman Rahat Medium Rare Manager, Events & Activation
Md. Sajjad Hossain Medium Rare Manager, Operation & Logistics
Luthful Plabon Medium Rare Photographer
Mayeesha Rabbani Medium Rare Graphic Designer

The Campaign

In a time when the world deserves more love and compassion, we took an initiative to spread just that on KFC’s 10th Year Anniversary in Bangladesh. We wanted to give love back and spread the joy of finger lickin’ goodness by connecting to consumers through innovative experiential campaigns with the big idea that ‘Joy is doubled when shared’. Our goal was to spark a joy movement that will have a ripple effect. The campaign was designed to encourage people to live in the moment and celebrate the little things in life. With Bangladeshis caught up in the vicissitudes of daily life, joy is a powerful force to bring people together and create connections.KFC’s Big 10 focused on celebrating each other and sharing joy.

Creative Execution

The campaign was rolled out across 20 KFC outlets nationwide with different activities in-store and around the city, all aimed at engaging customers and bringing them together. The integrated marketing technique using several avenues created a major hype in the city. For the whole week, all outlets were given a makeover.From big banners outside to customized menus, table talkers and uniform for the staff, posters and banners were up all over the city. KFC Roadshow had branded horse carts that went around the city giving it a carnival feel. Mall activations, free tuktuk ride also created huge brand visibility. The unique Experiential campaign connected with customers directly and spread like wildfire through people's social media accounts. All activations were executed for 7 days.Placements 20 Branches , 3 Cities – Dhaka, Sylhet and Cox's bazar. Scale- Mass Media (Press AD,Radio) Offline (Roadshow, In-store and Outdoor activations) Online (Facebook,Youtube)

The effectiveness of the campaign is demonstrated in both quantitative results and qualitative engagement through the various elements.It reached over 5 million people across 20 outlets over the nation garnering an unprecedented increase in sales and thousands of new families engaging with the brand- all within a week.By creating the first of its kind real time brand experience in Bangladesh, we surpassed all expectations of engaging people with joy. And that’s what we really cherish in this world –the connections we make and the joy of finger lickin’ goodness we spread everywhere. The campaign captured genuine sentiment by creating a remarkable brand-focused experience for consumers.It created an experience for everyone that was not only timely and engaging but also captured the hearts, minds and social media feeds of KFC’s target consumers across the country. The campaign also garnered international attention and most importantly made real connections that last forever.

The KFC’s Big 10 campaign combines immersive and unique activations,events and communication across multiple media channels including print, radio, nation-wide outlet branding and social media platform engagements along with the experiential campaign. The integrated marketing created a cohesive message that was available on several communication avenues. The activations included ‘Share the Love’, Bangladesh’s first Virtual ‘Screen Sharing’, Chicken Dance Competition,Free Tuktuk Rides, Mall Activations, Goodie distributions through KFC branded horse carts around the city- all connecting with the target audience.The campaign created an organic domino effect of sharing joy that helped the campaign gain traction.

The three major demographics were parents with traditional family values, young adults and children. We used print media, social media, outlet branding, outdoor marketing and experiential marketing in store and outside to ensure maximum reach.We wanted to connect with the audience and make them feel special. ‘Share the Love’ activation targeted all customers using heartwarming messages left by other customers through little notes designed by the agency that helped bring strangers together. Virtual Screen Sharing allowed customers to engage with their favourite celebrities creating unforgettable memories and the "Chicken Dance" competition gave children the chance to win a meal for themselves and their families. Mall Activations /Branded Horse Carts/Free Tuktuk rides for the customers all created great hype in the community. The idea was to make people feel special by bringing amusement, joy and surprise into their daily lives.

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