KFC CHINA - HELLO 1987

TitleKFC CHINA - HELLO 1987
ClientKFC
Product / ServiceKFC CRM
CategoryA06. Retail
EntrantISOBAR CHINA GROUP Shanghai, CHINA
Idea Creation ISOBAR CHINA GROUP Shanghai, CHINA
Production ISOBAR CHINA GROUP Shanghai, CHINA

The Campaign

To leverage the changing prices of classic products over time, KFC reset their prices of 2 products back to 30 years ago. They did this to emphasize the changes in China and build connections with consumers.

The Brief

Unable to provide budget due to client's confidential policy.

Creative Execution

KFC launched a CRM campaign to evoke nostalgia in their members, by resetting 2 of their prices – Mashed Potatoes and Original Recipe Chicken – to mimic their prices 30 years ago. Meanwhile, KFC created 10 videos to recall the past changes in KFC and China. By collaborating with digital news APP, KFC brought the top news in the past 30 years back to the screen. People were rushing to KFC, not for a new product tasting, but a taste of the past.

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

1.497 million new loyalty memberships In 8 days. 88.69+ million social impressions. 8.6+ million coupons redeemed.

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

Having been in China for 30 years, KFC witnessed tremendous changes of people’s lives. KFC launched a CRM campaign to evoke nostalgia in their members, by resetting 2 of their prices to mimic their prices 30 years ago. Meanwhile, KFC collaborated with digital news APP, bringing the top news in the past 30 years back to the screen. People were rushing to KFC, not for a new product tasting, but a taste of the past.

Having been in China for 30 years, KFC witnessed tremendous changes in the standard of living and economic development, and grew up with people born in 1980s-1990s who are also their target consumers.

Credits

Name Company Position
Chris Chen Isobar China Group Chief Creative Officer
Britney Pai Isobar China Group VP, Entertainment Marketing Solutions
Tim Peng Isobar China Group Group Creative Director
Gray Wei Isobar China Group Associate Creative Director
Allen Lee Isobar China Group Associate Creative Director
Cindy Lee Isobar China Group Deputy General Manager, Account
Monica Chi Isobar China Group Business Director
Christina Liu Isobar China Group Senior Account Executive
Michelle Wang Isobar China Group Senior Account Executive
Wendy Lan Isobar China Group Senior Copywriter Director
Eva Lin Isobar China Group Senior Strategy Director
Alvin Huang Isobar China Group Chief Executive Officer
Maggie Chen Yum China Senior Marketing Director
Deborah Yang Yum China Digital Marketing Associate Director
Rachel Cheng Yum China CRM Manager
Links
Supporting Webpage