Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Film Craft
PRESENTING THE CASE
Campaign / Execution Summary
One thing that was clear is that all brands seemed to promote the same perfect looking house with perfect looking dinners and perfect looking everything. They talk about a perfect world, where everything is jolly and perfect.
But this is not how things actually stand. Christmas involves anxiousness and struggles. We knew that parents put a lot of pressure on themselves in this period. They spend hours in their search for the perfect tree, perfect decorations, perfect dinner. This indirectly also affected our target, the teens.
So we thought of doing something that would help teens help their parents and organize a fun, relaxing imperfect Christmas dinner, with hand- prepared, tasty KFC chicken pieces.
To do this, we though to use one of the most pervasive element in the Christmas period, the Carols. Under the umbrella of a promotion, we created a platform where we launched the first Christmas Carol that “told it as it is” and served as the best invitation to an imperfect Holiday dinner. We invited teens to create their own Carol about their own struggle and share it with their mother, father and friends.
We switched the focus from the “preparation” side of Christmas to the actual enjoyment one.
Context / Problem / Opportunity / Insight
To stay in line with the bigger KFC platform – Save the holidays - we thought that the best digital approach would be to tackle a common pain-point: the pressure to have a perfect Christmas. While this directly affects parents, teens also feel the stress “overspill”. So we came up with a solution for them – that this year, they should be responsible for the setting the Christmas dinner. Because the food choice was obvious, we wanted to give them a hand with the dinner invitations.
To begin with, we created a micro site where we hosted a Christmas promotion with a twist. Teens were greeted with a “hard” question – “Is the pressure for a perfect Christmas a situation you also encounter?”. We touched on this pain-point to have a stronger hook for participation.
The promotion had the following mechanic:
To enter, visitors had to choose between composing their own Christmas Carol or select a premade one.
If they chose to compose their own, they had to decide between various lyrics versions – all of them funny, inspired from traditional Carols’ tempo. All lyrics touched on the idea of “imperfect” situations related to holiday preparations, encouraging the hearer to relax. There were 3 pre-defined Carols, with lyrics dedicated to the Mothers, the Fathers and a generic one.
When this step was finished, the final one implied sharing their creation on Facebook. By doing this, they entered the promotion witch could bring them an instant Christmas Bucket or even bigger prize, a weekend at the SPA in Budapest.
All this to help teens get the most of the Holiday cheer.
Target Group
Teens, 16-20, KFC clients
Results
In just six weeks, the microsite attracted over 67000 unique users. 2993 users composed their own Christmas Carols and 13818 users shared carols on their Facebook pages.
INFO
Agency/Company: McCann Worldgroup Romania
Entry Case Title: Christmas Bucket
Brand: KFC
Client: KFC
CREDITS
Chief Creative Officer: Catalin Dobre
Copywriter: Alexandru Vasile
Art Director: Lia Bira
Copywriter: Sandra Bold
Art Director: Nadejda Ghilca
OTHER CONTRIBUTING COMPANIES
Media Agency: UM Romania
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