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Festival of Creativity
27 - 29 September 2017




CategoryB02. Consumer Products
Name Company Position
Charmaine Deng Mindshare Singapore Executive Director
Millicent Tan Mindshare Singapore Associate Manager
Christopher Yong Grey Singapore Senior Account Director
Carryn Francis Grey Singapore Account Manager
Chen Sands Mindshare Singapore Digital Manager
Gregory Fortune Mindshare Singapore Digital Director
Simon Ashwin GroupM Head of Social Media & Production Services
Mohd Azhar Mindshare Singapore Digital Executive
Phoebe Kan Kinetic Account Manager
Josh Black GroupM ESP Asia Pacific Chief Operating Officer

Results and Effectiveness:

1) We delivered brand reappraisal: 75% of consumers had better opinion of KFC 2) We were back on consideration list: More than 80% visitors said they would return 3) We exceeded sales targets by 40% 4) Over SGD483,000 PR value delivered through bloggers and reviews in newspapers (50:50 split) 5) Over 40,000 people viewed the food blogs 6) Approx 400,000 people viewed news feeds posted on KFC fanpage 7) 425 hours of our video content was consumed online 8) Over 20% increase in traffic/ unique visitors to KFC website

Creative Execution:

Our strategy: Make KFC the juiciest news in town 1) Invite curiosity: Seed/ initiate conversations around the new offering - Mirage technology boxes featuring hologram of the product invite consumers to try and grab it - a media first. - WOM through journalists/ bloggers 2) News annoucement: To truly make headline news we delivered another media first with leading commuter paper "TODAY" - We owned the masthead for the day and changed it to 'jUICIEST NEWS TODAY' This was coupled with a stick-on advertisement with a visual of an oven. Readers were invited to peel open the 'oven' to reveal Roasta Burger as the juiciest news 3) Enabling Buzz: We made foodies our journalist 'KFC newscaster' were invited to announce and spread the news for us. Auditions were held through online applications which allowed consumers to experience being a newscaster, and share their reporting newsclip with friends

Insights, Strategy and the Idea:

Research showed a strong emergence of health conscious consumers who visited KFC less often as fried chicken was deemed unhealthy, resulted in a high percentage of lapsed users, and low visit frequency. Our challenge lay in overcoming consumer perceptions:- KFC = Only good fried chicken + unhealthy To combat this, KFC launched 'Roasta Burger' to revitalize the brand in offering wider variety, and a healthy alternate to help correct the existing perception Our objectives: 1. Trigger a reappraisal of the brand that 'KFC was not only about fried chicken' 2. Drive appetite appeal and trials of the new non-fried product 3. Improve frequency of visits and sales target by 5% Our strategy was built on two key insights: a. Key attribute of 'juiciness' drove high levels of appetite appeal and intention to try b. Buzz on food grabs attention and drives urgency/ reason on trials