Premiile obtinute la FIBRA #2:
- SILVER FIBRA @ Web
- SILVER FIBRA @ Use of New Media
- SILVER FIBRA @ Creative Use of Media
- BRONZE FIBRA @ Shopper Experience
PRESENTING THE CASE
Campaign / Execution Summary
We changed our WI-FI infrastructure in all our restaurants across Romania and password protected our free WI-FI with Baccalaureate questions from the previous year’s tests. In order to get one hour of free WI-FI, kids need to answer correct to a question. If they don’t know the answer, we give them the answer in a short lesson.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
The school curriculum is obsolete and the educational system is not updated to teen's interest and attention spam, that's why teens slowly step away from education and pay more and more attention to the world of smartphones: games, apps and especially social media.
Being one of teens favorite hangout places, KFC changed their Free WI-FI networks into question protected WI-FI. If they know the answer to a final exam question, teens get one hour of free WI-FI.
TARGET GROUP
Teens, 16 to 20 years old, urban areas, high school and university students.
RESULTS
Thousands of teens used the Wi-Fi tests
Increase of instant correct answer within two weeks from the launch
With just 0,00005% of the national education budget we reached a national audience
The ministry of education is implementing the Wi-Fi tests across the country
INFO
Agency/Company: MCCANN WORLDGROUP ROMANIA
Entry Case Title: WIFI TESTS
Brand: KFC
Client: KFC
CREDITS
Chief Creative Officer: Catalin Dobre
Executive Creatuve Director: Ioana Filip
Nadia Ghilca: Sandra Bold
OTHER CONTRIBUTING COMPANIES
Media Agency: UM Romania
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