| |
-
SUB CATEGORY :
RETAIL
-
COMPANY ENTERING :
ISOBAR CHINA GROUP, SHANGHAI
-
TITLE :
KFC RAINY DAY POP-UP MENU
-
BRAND :
KFC
-
ADVERTISER :
YUM CHINA
-
AGENCY :
ISOBAR CHINA GROUP, SHANGHAI
-
THE BRIEF :
THE CHINESE FOOD DELIVERY BUSINESS IS WORTH USD$85.7 BILLION A YEAR. AND WHEN IT RAINS, SALES CAN SURGE 10%, AND KFC BRANCHES IN RAINY LOCATIONS HAVE TO DEAL WITH LARGE SPIKES IN ORDERS. SO HOW DOES KFC ENSURE THAT EVERY SINGLE ORDER GETS PREPARED AND DELIVERED ON TIME?
-
THE STRATEGY :
TARGET AUDIENCE: KFC’S TARGET CONSUMERS ARE AGED BETWEEN 20 TO 35 YEARS OLD WHO ARE FREQUENT USERS OF DELIVERY SERVICES. PLATFORMS: OTV / OOH / MOJI WEATHER APP / ONLINE VIDEO / TIKTOK / WECHAT / WEIBO
-
THE EXECUTION :
KFC LAUNCHED RAINY DAY DELIVERY MENUS AVAILABLE IN THE KFC APP WHEN IT RAINS. 1. REAL-TIME WEATHER AND LOCATION DATA:
IN PARTNERSHIP WITH WEATHER APP ‘MOJI’, THE KFC RAINY DAY MENU WAS ABLE TO POP-UP ON USERS’ APPS IN AREAS WHERE IT WAS RAINING.
2. FULL EXPOSURE ON THE WEATHER APP: ICON DISPLAY, WEATHER FORECAST SPONSORSHIP, DYNAMIC SCREEN OPENING, CUSTOMISED HOMEPAGE DESIGN, PROP DESIGN, MESSAGE ON MOJI OFFICIAL WECHAT AND WEIBO, DIRECTED H5, ETC… 3. OOH: LED BILLBOARDS IN NANJING WERE USED TO DISPLAY UPDATED CONTENT IN REAL TIME ACCORDING TO THE CHANGE OF WEATHER.
-
THE RESULT :
KFC RAINY DAY MENU TRANSFORMED HOW RESTAURANTS OPERATE FOR MAXIMUM ECOMMERCE TRANSACTIONS. IN THE FIRST FEW WEEKS AFTER THE KFC RAINY DAY MENU WAS LAUNCHED: 200,000+ RAINY DAY MENU ORDERS WERE PLACED ON A PEAK DAY 4% INCREASE IN KFC DELIVERY ORDERS 8% INCREASE IN AVERAGE TRANSACTION PRICE *DATA SOURCE: YUM CHINA.
-
URL :
|
|
