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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

KFC BREAKFAST ANGEL

ClientKFC
CategoryA04. Direct Response Digital Media
TitleKFC BREAKFAST ANGEL
Product/ServiceFAST FOOD
Entrant Company:JWT SHANGHAI, CHINA
DM/Advertising Agency:JWT SHANGHAI, CHINA
Credits
Name Company Position
SheungYan Lo, Yang Yeo, Elvis Chau JWT Shanghai Executive Creative Director
Fei Wei JWT Shanghai Creative Director
Kevin Huang JWT Shanghai Art Director
Simen Lv JWT Shanghai Copywriter
Johan Wong, Gavin Hu, Guan bin, Yvone Li JWT Shanghai Client Service
Loud digital, Eric Yu - Animator

Describe the brief from the client:

-KFC as a new comer to the breakfast market, our goal is to recruit new customers. -In 2010, KFC entered breakfast market in China. After research, we found a simply truth: Everyone is cheap. The average breakfast price in China is 2 RMB, and the price of KFC breakfast is 6 RMB. We need something else. And after discussion, we decided to sell care.

Creative Execution:

-We created 8 breakfast angels on KFC FrontPage on Kaixin(China’s fackbook.) You can send a breakfast anonymously to the people your care in the morning And when he opens the gift, he will be able to guess who send this from four of his friends. He makes the right choice. We deliver you both a real breakfast in KFC for free. -We expect to win some hearts by delivering breakfasts by angels then transform into sales.

Describe the creative solution to the brief/objective.

We created 8 breakfast angels on KFC FrontPage on Kaixin(China’s fackbook.) You can send a breakfast anonymously to the people your care in the morning And when he opens the gift, he will be able to guess who send this from four of his friends. He makes the right choice. We deliver you both a real breakfast in KFC for free. We expect to win some hearts by delivering breakfasts by angels then transform into sales.

Describe the results in as much detail as possible.

In less than two months, 18,186,260 people visited KFC angels’ fanspage. 5,600,021 angels have been sent out. KFC angels become the most talked key words on Kaixin in the first two weeks.