[Shortlist @ Premiile FIBRA] Social Currency / KFC / McCann

Podcast

Nominalizarile obtinute la FIBRA #2:

  • Learning and Exhibition

 

PRESENTING THE CASE

Campaign / Execution Summary

Instead of promoting a very low price, we took a chance and did something unexpected. We made the Smart Menu very expensive and in a completely different currency: the social media one.
More than just buying the menu with likes, teens were facing a social and ego challenge: do you have enough likes to buy a Smart Menu?

By entering our platform and connecting on it with Facebook, teens could see if they can afford the most expensive meal ever (1250 likes). If so, they were given the tools to brag about it all over social media.
If they couldn’t, we also gave them social media insights on how to get more like.

Because this was more than getting a free meal. It was getting social status with it.

Context / Problem / Opportunity / Insight

Holidays are hard for all of our pockets. That’s why, every January, hundreds of restaurants and restaurant chains promote one thing: value meals, offers, special prices. KFC has its own post-holiday offer: The Smart Menu, a full meal with soda and sauce included, all for less than 3 euros.

And if promoting value in a value-invaded market wasn’t hard enough, KFC Romania has teens as its main target, the most social savvy, not interested in offers, rating everything in coolness levels and very hard to impress group ever.

So, how can we promote the Smart Menu to teens, in a market flooded with hundreds of other restaurants that all communicate value for money?

Target Group

we wanted to promote the Smart Menu to teens, in a market flooded with hundreds of other restaurants that all communicate value for money

Results

We had a total of 149.744 users who scanned their Facebook profiles (50% unique users), 2.634 users shared their results on Facebook and 7.226 won vouchers for Smart Menu.

 

INFO

Agency/Company: McCann Worldgroup Romania
Entry Case Title: Social Currency
Brand: KFC
Client: KFC

 

CREDITS

Chief Creative Officer: Catalin Dobre
Executive Creative Director: Ioana Filip
Copywriter: Sandra Bold
Art Director: Nadeja Ghilca
Art Director: Miruna Macri

 

OTHER CONTRIBUTING COMPANIES

Media Agency: UM Romania

Companii

Universal McCann McCann Worldgroup McCann McCann Universal McCann

Branduri

KFC Facebook BOLD Execution

Campanii

Social Currency

Oameni

Miruna Macri Nadeja Ghilca Ioana Filip Sandra Bold Catalin Dobre

Festivaluri

Premiile FIBRA

Pozitii

Creative Director Art Director Copywriter Chief Creative Officer Executive Creative Director

Subiecte

Branding, Online

Branded

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