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  • SUB CATEGORY :
    BEST USE OF EVENTS
  • COMPANY ENTERING :
    OGILVY & MATHER GROUP HK, HONG KONG
  • ENTRY TITLE :
    FINGER LICKIN' GOOD
  • BRAND :
    KFC
  • ADVERTISER :
    BIRDLAND (HONG KONG) LTD
  • AGENCY :
    OGILVY & MATHER GROUP HK, HONG KONG
  • CHIEF CREATIVE OFFICER :
    REED COLLINS
  • CREATIVE DIRECTOR :
    JOHN KOAY/MATTHEW NISBET/ANDY REYNOLDS
  • COPYWRITER :
    BUJI NG/KERWIN CHOY
  • ART DIRECTOR :
    ELAINE LI
  • DESIGNER :
    KITTY CHAN
  • ACCOUNT DIRECTOR :
    SOAMES HINES/GLADYS WONG/PENNY CHOW/JANICE HO/SINCERE NG
  • ACCOUNT EXECUTIVE :
    STELLA FUNG
  • AGENCY PRODUCER :
    MIKYUNG KIM/REBECCA LUI
  • FILM PRODUCTION COMPANY :
    MUTUAL WORKSHOP, HONG KONG
  • DIRECTOR :
    HELEN CLEMENS
  • FILM PRODUCER :
    CYRUS LAI
  • SOUND PRODUCTION COMPANY :
    SONG ZU, SINGAPORE
  • MUSIC COMPOSER :
    LINDSAY JEHAN
  • PHOTOGRAPHER :
    KIMHOO SO
  • THE BRIEF :
    KFC’S WORLD FAMOUS ‘IT’S FINGER LICKIN’ GOOD’ SLOGAN WAS BECOMING FORGOTTEN AMONGST YOUNG HONG KONGERS – IT’S A LINE THAT GOES TO THE HEART OF THE BRAND. WE NEEDED TO CREATE A PROMOTION THAT WOULD ENGAGE CONSUMERS AND SHOW KFC IS STILL RELEVANT AND INNOVATIVE. OUR TARGET AUDIENCE WERE YOUNG CONSUMERS AGED BETWEEN 16-25. THIS PLAYFUL GROUP LOVE FOOD AND FASHION AND ARE KEEN TO TRY OUT THE LATEST TRENDS FOR THEMSELVES.
  • THE STRATEGY :
    WE PLANNED OUR CAMPAIGN TO REACH OUR TARGET AUDIENCE OF YOUNG CONSUMERS IN THEIR NATURAL HABIT – SOCIAL MEDIA AND THE BLOGOSPHERE, WITH KOLS SELECTED SPECIFICALLY WITH FASHION OR FOOD PROFILES. THE TALKABILITY OF OUR UNIQUE PRODUCT WAS KEY TO OUR MEDIA STRATEGY – OUR APPROACH WAS TO CREATE SHARABLE CONTENT AND SEED IT ONLINE THROUGH BLOGGERS AND KOLS, PLUS WITH TARGETED PUBLICATIONS.
  • THE EXECUTION :
    OUR CAMPAIGN LAUNCHED WITH A SINGLE CRYPTIC FACEBOOK POST TO HELP BUILD BUZZ. WE THEN INVITED LOCAL CELEBS, PRESS, PLUS FOOD AND FASHION BLOGGERS TO AN EXCLUSIVE TASTING EVENT WHERE THEY COULD TRY THE EDIBLE NAIL POLISH AND DO FOOD PAIRING WITH OTHER KFC PRODUCTS. KOLS LIVE BLOGGED THE EVENT, PUSHING OUR MESSAGE OUT IN REAL TIME. THE NAIL POLISH BOTTLE AND PACKAGING TOOK ITS DESIGN CUES FROM THE WORLD OF FASHION TO APPEAL TO OUR YOUNG STYLE-CONSCIOUS TARGET AUDIENCE.
  • THE RESULT :
    OUR CAMPAIGN CAUGHT FIRE, GOING WAY BEYOND OUR GOAL OF PUTTING KFC TOP OF MIND WITH HONG KONG CONSUMERS. GARNERING GLOBAL MEDIA COVERAGE, WE ACHIEVED A TOTAL REACH OF 235 MILLION+ GLOBALLY, 91% POSITIVE SENTIMENT TO THE KFC BRAND LOCALLY, AS WAS #1 TRENDING TWITTER TOPIC WORLDWIDE, PLUS BOOSTED SALES BY 12% DURING THE CAMPAIGN PERIOD.