KFC Campaign
BRIEF
Inspire young people to hang out at KFC.
PROBLEM
Many youngsters think KFC is a boring local family-type fast food restaurant. Although they still take away to satisfy their fried chicken cravings but most don’t see KFC as a place to hang out.
CONSUMER INSIGHT
Youngsters like to hang out, have fun, play games and experience new things with their friends.
SOLUTION
Taking the cue from ‘KFC Tasty Travels’ we expanded it into campaign called ‘KFC Passport’ in a much bigger, more exciting, and highly visible manner. This campaign is a passport for the youngsters to good food, good fun, and good rewards like never before! Most importantly it makes the young hang out with the new experiences of the collaboration with 12 of the 118 international KFC around the world.
1. THE ARRIVAL
2. VIRAL VIDEO
3. 12 COLONEL
4. THE VIP PASSPORT BUS
5. KFC PASSPORT LOGIN
6. PRIVILEGES AND BENEFITS
THE ARRIVAL
Firstly we attract them by announcing the 12 mysterious man that is arriving to Malaysia through social media to create hype and excitement. This will be announce through Facebook, Twitter, Youtube, and the radio.
VIRAL VIDEO
Video that films the 12 mysterious man coming down from the plane to the bus will be filmed and starred on Youtube. They will be introduced by traveling from the airplane then to our tremendous vehicle called “The passport VIP bus”.
MAP PAGE
Our KFC theme will change every one month in a year for 12 months. The themes include MEXICO, EGYPT, HAWAII, KOREA, UNITED KINGDOM, ITALY, VIETNAM, SCOTLAND, INDIA, SPAIN, CHINA, UNITED STATES. These few countries will be mysteriously popping up every month accordingly and will give a surprise. something they would never expect it to happen. Experiences, food, fun, and rewards will be different every month in order to create a great publicity and talk of Malaysia.
THE BUS
This will be announced through radio, Facebook, Twitter, Youtube, and Instagram saying ‘Find the 12 mysterious man in a bus to Catch, Scan and WIN!’ There will be an interaction of the DJ and the 12 mysterious man with the crowd creating a big excitement and as they come out from the bus they reveal themselves as colonel from different countries dressed in different clothing, holding mysterious dishes.
KFC VIP PASSPORT BUS
In this bus the theme changes according to each month. In each months there will be different types of games, interior, food and rewards in order to attract the young with fresh and bold ideas. You can experience tremendous services, luxurious dinning, and also great excitement.
THE “MINI PASSPORT”
Then after there will be a pinata hanging from the top of the bus waiting for the host to smash it. As the DJ announces “ Catch, Scan and WIN!” the pinnate will we smashed having confetti and “Mini Passport” flying around for people to grab.
PASSPORT CONCEPT
People who follow the bus*
Scan QR code to download the app and win instantly. Then sign in to the app as you first log in you will get mysterious prizes with two choices of either a Free Meal or an Instant Random Gift(Traditional Clothing that matches that month, Pinnate, Vihuela, Maraka, Sombero etc.) (gifts that matches each months theme)
People who just found out about the app without scanning*
They still have privileges but will only get to win after they have done a few steps.
The passport contains 3 different games for each different theme, Chop collection page, Bus Tracker, Social media(Facebook, Instagram, and twitter) and other extra privilege like the ability to enter the VIP room for Birthday Parties or other prefer events, and offers like Air Asia Discounts, and collaboration with Hong Leong Bank, and Groupon. This is for whoever that already has downloaded the app.
THE CHOP
Now the hang out starts here. To get a chop you may have to scan your phone app as you come in to the KFC outlet like custom check and you may have to sit with a meal for a chop to slowly solidify within 15 mins!
Every time you collect a chop you will get closer to winning prizes or the privilege to be a VIP member for the VIP lounge in KFC outlets or the VIP passport bus and also big prize where there will be chances to win 2 air tickets to the country of the month.
THE GAME
Every month there will be 3 different types of games. If you win the game you will instantly win a chop for every time you win.
THE SOCIAL MEDIA
This is for instant connection to the social media so that you can share your experience with your friends! The more people you invite the chances for you to win is even higher. For every 5 people you invite you can directly achieve a chop.
BUS TRACKER
This tracker lets you track the bus with a map so you get to follow the bus. This bus gives you a step closer to the real experience of traveling to the country you love. The bus theme goes according to the theme of each month so you can travel around with your peers with their unforgettable service like no other!
PRIZE REDEMPTION LIST
This list give you a brief information of how many chops can be exchange with their spectacular gifts that changes according to the theme of the month so these items would be rare to find in Malaysia and its LIMITED stock.
THE OUTLET HANGOUT CONCEPT
THE CUSTOM CHECK
As you walk in you may have to scan with your “DIGITAL KFC PASSPORT” to enter just like custom checking in the airport to reach your destination (which is the theme of KFC for that month). For each scan the person will a achieve a chop that is not 100% solid so that the consumer will have to hangout longer in the KFC outlet to slowly solidify the chop.
THE INTERIOR
In the outlet you get to experience the extreme dinning just like the country itself. The interior the service will be exactly like the theme for the month. Inside the KFC outlet there will a Kitnect, Photo Booth, VIP lounge.
THE EXTERIOR
The exterior will also be designed according to the theme of the month, especially with the real people dressed up welcoming you in the outlet.
THE VIP LOUNGE
This lounge is for those who have already collected enough to be a VIP member to enter the lounge for the great experience of the extremely luxurious dinning with great interiors that will give you the feel of that country. Also include for the person to be able to book for their birthday on that month.
THE MENU
Especially the menu will follow exactly like the Mexico KFC Menu for that certain month.
KINECT
Kinect is for those people who hangs out in KFC with a passport. This is connected to the passport for those who can play their games on BIG SCREEN. Then after you may have to post this up in Social Media and tag us so that we can track how many likes you get for the month and we will then announce the final winner for the air ticket.
PHOTO BOOTH
This area is for the customers to get to take a picture with one of our staffs dressed up just like the people located in that certain country with a great scenery or background of that country.
STRATEGY
Taking the cue from “KFC Tasty Travel”. We create a campaign called”KFC passport” in a bigger and exciting approach by providing Good Fun, Good Food, Good Rewards like no other.
