Title | KFC CHINA - HELLO 1987 |
Brand | KFC |
Product / Service | KFC CRM |
Category | A06. Retail |
Entrant | ISOBAR CHINA GROUP Shanghai, CHINA |
Idea Creation | ISOBAR CHINA GROUP Shanghai, CHINA |
Production | ISOBAR CHINA GROUP Shanghai, CHINA |
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 |
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.
Unable to provide budget due to client's confidential policy.
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.
1.497 million new loyalty memberships In 8 days. 88.69+ million social impressions. 8.6+ million coupons redeemed.
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.