PK CARD, A WIN-WIN COLLABORATION BY CONNECTING DATA FROM 2 LEADING BRANDS!

TitlePK CARD, A WIN-WIN COLLABORATION BY CONNECTING DATA FROM 2 LEADING BRANDS!
ClientPIZZA HUT, KFC
Product / ServicePK CARD (THE CO-BRANDED MEMBERSHIP APP BY PIZZA HUT AND KFC)
CategoryA01. Food & Drink
EntrantDENTSU X Taipei, CHINESE TAIPEI
Idea Creation DENTSU X Taipei, CHINESE TAIPEI
Media Placement DENTSU X Taipei, CHINESE TAIPEI
Production DENTSU X Taipei, CHINESE TAIPEI

The Campaign

Meals from Pizza Hut and KFC for festive or celebratory parties are considered the first choice by many consumers. Most associate Pizza Hut and KFC with joy and pleasure. We analyzed information of meal-ordering device from our data sharing platform and insights from focus group interviews, we have come to realize that millennials are heavy users of mobile phone in ordering foods. They are key decision makers in purchasing meals for gathering moment as well. They prefer to receive real-time membership rewards or discounts and total customer experience both online and offline. They are pursuers of a life with ever more freedom and less restriction. Therefore, “Enjoyment without limits” is adopted as our brand proposition. A diversity of touchpoints where pleasure is found are mapped out and connected to offer customers a fulfilling experience.

The Brief

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Creative Execution

“Dynamic Content Maximization” is used as the theme of execution: By analyzing keyword search trends and real-time ordering data from our sharing platform, we have discovered many pleasure-enjoying moments, including “Festivals & Parties”, “Pop Music”, “eSports & Gaming”, to “Drama & Cinema” and “Sports Events”. According to these pleasure-enjoying moments, we have dynamically delivered highly relevant content to different audiences to create experiences with unlimited enjoyment. Altogether, PK Card was thereby able to successfully garner a strong market position from December of 2017 to February of 2018, a peak season notably for gathering meals and pleasure sharing.

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

Within three weeks of time after PK Card launch, our campaign quickly acquired more than 120,000 paid members and achieved 83% in brand preference. Our total digital reach got more than 20 million impressions. We thereby created an engagement rate of 4.3 times more than our KPI. Our efforts in promoting data-driven customer experience have successfully served the purpose of favorably increasing the brand commerce of PK Card. This success made in Taiwan market has become a best practice in Yum! Brands, Inc. for its global loyalty program push and customer experience design.

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

We facilitated the unique collaboration of Pizza Hut and KFC, the two leading giants in fast food industry, to launch a co-branded membership app, PK Card. By creating a data sharing platform for two brands and matching CRM data with media data, real customers were identified and engaged effectively. In addition, dynamic contents highly related to pleasure-enjoying moments from ordering data and search trends were developed; a diversity of dynamic contents appealing to consumers were delivered at different touchpoints. Data, media and creativity were integrated to work out a maximum effect, successfully creating experiences of unlimited enjoyment for every customer.

To maximize our synergy effects and achieve a win-win collaboration among two leading brands, we connected Pizza Hut and KFC CRM data by creating a data sharing platform for PK Card. We integrate our CRM data with media data by Customer Match to identify most valuable customers. Based on Customer Match list, we target our similar audience to expand the reach of potential customers with lifestyle of pleasure-seeking.

Credits

Name Company Position
Sefica Chen dentsuX Taiwan Creative Director
Britney Lin dentsuX Taiwan Associate Creative Director
Tiffany Dai dentsuX Taiwan Senior Copywriter
Max Yeh dentsuX Taiwan Senior Copywriter
Rain Liao dentsuX Taiwan Art Director
Lydia Lee dentsuX Taiwan Associate Media Director
Iting Lo dentsuX Taiwan Media Manager