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  • SUB CATEGORY :
    BEST USE OF GUERILLA MARKETING
  • COMPANY ENTERING :
    ADK CREATIVE ONE, TOKYO
  • TITLE :
    FRIED CHICKEN BATH BOMBS
  • BRAND :
    KFC
  • ADVERTISER :
    KFC
  • AGENCY :
    ADK CREATIVE ONE, TOKYO/ GEOMETRY GLOBAL JAPAN, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MASATO MITSUDERA
  • CREATIVE DIRECTOR :
    JUNICHIRO YAMADA/KEN MATSUDA/MAKOTO UEDA
  • ART DIRECTOR :
    SHINMEI YAMAMOTO
  • DESIGNER :
    YUTA ABO
  • ACCOUNT MANAGER :
    ATSUSHI NISHIKUBO
  • ACCOUNT EXECUTIVE :
    HIROAKI OMI/KEISYU TAKAHASHI/KEI OSHIMA
  • STRATEGIC PLANNER :
    DAISUKE SUZUKI
  • PHOTOGRAPHER :
    AKIHIKO OHSUGI
  • MEDIA AGENCY :
    ADK, TOKYO
  • MEDIA PLANNER :
    TAKUMI NAGANO/HIROAKI MIKAMI/YUTO MIYAZAWA/HARU MITSUE
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • FILM PRODUCER :
    TAKASHI ASO/YUJI SHIRAKAMI
  • PRODUCTION MANAGER :
    YOHEI MATSUDA
  • POST-PRODUCTION COMPANY :
    CUTTERS CHICAGO, CHICAGO
  • EDITOR :
    EMILY TOLAN
  • POST PRODUCER :
    HEATHER RICHARDSON
  • SPECIAL EFFECTS COMPANY :
    INITIAL, TOKYO/VILLAGE VANGUARD, TOKYO
  • PR PLANNER :
    YUI KOMIYAMA/HIROMI YAMANAKA/AOI YAMAZAKI
  • THE BRIEF :
    WHILE BEING SUCH A BIG PART OF THE JAPANESE CHRISTMAS TRADITION, THERE ARE MANY WHO HAVE TO WORK DURING THE HOLIDAY AND CANNOT SPEND TIME WITH THEIR FAMILIES AND SIGNIFICANT OTHERS AS CHRISTMAS IS NOT A NATIONAL HOLIDAY IN JAPAN. FOR THEM TO ALSO FEEL THE CHRISTMAS SPIRITS AND RELAX AFTER WORKING ON CHRISTMAS, WE CREATED A VERY SPECIAL GIFT, FRIED CHICKEN BATH BOMBS, AND GAVE OUR CHRISTMAS GIFTS TO EVERY SANTA ON THE STREET INCLUDING OUR VERY OWN KFC EMPLOYEES.
  • THE STRATEGY :
    IN ORDER TO RUN THE PROMOTION, WE HAD SEVERAL RESEARCHES; MORE THAN 40% OF PEOPLE WORK ON CHRISTMAS HOLIDAYS. WHEN PEOPLE WEAR OUT FROM WORK, TAKING A BATH ACCOUNTS FOR MORE THAN 50% OF A THING THEY WANT TO DO TO RELAX AND RECOVER FROM THE FATIGUE. WE TARGETED THOSE WHO WORK ON CHRISTMAS COMBINING WITH THE ITEM THAT CAN PROVIDE THE RELAXATION TO CREATE THE PROMOTION, GUERILLA AND SOCIAL CAMPAIGNS TO DIRECTLY DELIVER THE BATH BOMBS RECEIVING A LOT OF GREAT RESPONSE TO IT AND BEING PICKED UP BY NOT ONLY DOMESTIC BUT ALSO INTERNATIONAL MEDIA.
  • THE EXECUTION :
    WE CREATED A VERY SPECIAL PROMOTIONAL GIFT THAT STOOD APART CONVENTIONAL CHRISTMAS PRESENTS, A CHICKEN LEG SHAPED BATH BOMB THAT, WHEN THROWN IN WATER, LOOKS LIKE FRYING CHICKEN AND SMELLS LIKE THE 11 SECRET INGREDIENTS OF KFC ORIGINAL RECIPE. ON 12/24 AND 12/25, WE GAVE THE SURPRISE GIFTS TO THE SANTAS WORKING ON THE STREET IN TOKYO AREA AS WELL AS THE KFC EMPLOYEES WORKING IN THE SHOPS. DURING 12/25 – 12/27, WE SOLICITED STORIES OF “HOW TERRIBLY BUSY YOU WERE WORKING ON CHRISTMAS” ON TWITTER AND PICKED 100 PEOPLE WHO TWEETED THEIR STORIES AND SENT THEM THE GIFTS.
  • THE RESULT :
    INCREASED THE BUZZ DURING THE CHRISTMAS HOLIDAYS - PR EXPOSURE: DOMESTIC 300 MEDIA, OVERSEAS 509 MEDIA - PR ADVERTISING VALUE EQUIVALENCY: APPROXIMATELY $2M USD - 436,921 OF RETWEETS ON TWITTER *THE SALES DURING THE CHRISTMAS PERIOD, THE 3 DAYS (DECEMBER 23RD TILL 25TH IN 2017), REACHED 6 BILLION YEN ($55 MILLION USD), THE RECORD-HIGH SALE. *WE MADE MANY SANTAS WHO WORKED ON CHRISTMAS HOLIDAYS REFRESHED. - TOTAL NUMBER OF THE ENTRIES FOR THE BATH BOMBS: 256,326 ENTRIES