Title | FRIED CHICKEN BATH BOMBS |
Brand | KFC |
Product / Service | KFC FRIED CHICKEN BATH BOMBS |
Category | C01. Guerrilla Marketing & Stunts |
Entrant | GEOMETRY GLOBAL Tokyo, JAPAN |
Idea Creation | GEOMETRY GLOBAL Tokyo, JAPAN |
Idea Creation 2 | ADK Tokyo, JAPAN |
Media Placement | ADK Tokyo, JAPAN |
PR | ADK Tokyo, JAPAN |
Production | GEOMETRY GLOBAL Tokyo, JAPAN |
Production 2 | ADK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Masato Mitsudera | Geometry Global Japan | Executive Creative Director |
Junichiro Yamada | ASATSU-DK INC. | Creative Director |
Ken Matsuda | ASATSU-DK INC. | Creative Director |
Makoto Ueda | ASATSU-DK INC. | (Creative) Planner |
Shinmei Yamamoto | Geometry Global Japan | Art Director |
Yuta Abo | Geometry Global Japan | Designer |
Chisato Akiyama | Geometry Global Japan | Agency Producer (Awards) |
Daisuke Suzuki | ASATSU-DK INC. | Strategic Planner |
Takumi Nagano | ASATSU-DK INC. | Media Planner |
Hiroaki Mikami | ASATSU-DK INC. | Media Planner |
Yuto Miyazawa | ASATSU-DK INC. | Media Planner |
Haru Mitsue | ASATSU-DK INC. | Media Planner |
Atsushi Nishikubo | ASATSU-DK INC. | Account Manager |
Hiroaki Omi | ASATSU-DK INC. | Account Executive |
Keisyu Takahashi | ASATSU-DK INC. | Account Executive |
Kei Oshima | ASATSU-DK INC. | Account Executive |
Takashi Aso | Tohokushinsha Film Corporation | Producer |
Yuji Shirakami | Tohokushinsha Film Corporation | Producer |
Yohei Matsuda | Tohokushinsha Film Corporation | Production manager |
Akihiko Ohsugi | Freelance | Key Visual Photographer |
Yui Komiyama | INITIAL | PR |
Hiromi Yamanaka | INITIAL | PR |
Aoi Yamazaki | INITIAL | PR |
Daniel Comar | Geometry Global | Scenario Writer |
Heather Richardson | Cutters Chicago | Producer (Case Video) |
Emily Tolan | Cutters Chicago | Editor (Case Video) |
KFC has become synonymous with Christmas in Japan. While being such a big part of the Japanese Christmas tradition, there are many who have to work during the holiday and cannot spend time with their families and significant others as Christmas is not a national holiday in Japan. For them to also feel the Christmas spirits and relax after working on Christmas, we created a very special gift, Fried Chicken Bath Bombs, a chicken leg shaped bath bomb that, when thrown in water, looks like frying chicken and smells like the 11 secret ingredients of KFC Original Recipe, and gave our Christmas gifts to every Santa on the street including our very own KFC employees.
Total Budget: ¥9M JPY ($85K USD) Bath Bombs Production (bath bombs, package, stickers etc.): ¥1.5M JPY ($14K USD) Web Production (campaign page): ¥1.4M JPY ($13K USD) Campaign management office (lottery, packing, shipping costs etc.): ¥1.3M JPY ($12K USD) Paid Media (Twitter AD): ¥3.3M JPY ($30K USD) PR Cost: ¥1.5M JPY ($14K USD)
We created a very special promotional gift collaborating with a toy company called Village Vanguard that stood apart conventional Christmas presents, a chicken leg shaped bath bomb that, when thrown in water, looks like frying chicken and smells like the 11 secret ingredients of KFC Original Recipe, to be given out as a surprise gift to those Santas working on the street and busy KFC employees to relax. On 12/24 and 12/25, we gave the surprise gifts to the Santas working on the street in Tokyo area as well as the KFC employees working in the shops. During the 3 days, 12/25 – 12/27, we solicited stories of “how terribly busy you were working on Christmas” from the users on Twitter and picked 100 people who tweeted their stories and sent them the Fried Chicken Bath Bombs.
Increased the buzz during the Christmas holidays - PR exposure: Domestic 300 media, overseas 509 media - PR Advertising Value Equivalency: approximately $2M USD - 436,921 of retweets on Twitter *The sales during the Christmas period, the 3 days (December 23rd till 25th in 2017), reached 6 billion yen ($55 million USD), the record-high sale. *We made many Santas who worked on Christmas holidays refreshed. - Total number of the entries for the bath bombs: 256,326 entries
Over the four decades, KFC has become synonymous with Christmas in Japan. We promote the campaign utilizing being such a big part of the Japanese Christmas tradition for those who have to work during the holiday and cannot spend time with their families and significant others as Christmas is not a national holiday in Japan. For them to also feel the Christmas spirits and relax after working on Christmas, we created a very special gift, Fried Chicken Bath Bombs, and gave our Christmas gifts to every Santa on the street including our very own KFC employees.
In order to run the PR promotion, we had several researches; more than 40% of people work on Christmas holidays. When people wear out from work, taking a bath accounts for more than 50% of a thing they want to do to relax and recover from the fatigue. We targeted those who work on Christmas combining with the item that can provide the relaxation to create the promotion, guerilla and social campaigns to directly deliver the bath bombs, which created a lot of buzz and lead to the entry to win the bath bombs on socials that were our target media.