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SUB CATEGORY :
MCOMMERCE
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ENTRANT COMPANY :
OGILVY, SYDNEY
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TITLE :
KENTUCKY FLY CHICKEN
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BRAND :
KENTUCKY FRIED CHICKEN
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ADVERTISER :
KENTUCKY FRIED CHICKEN
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AGENCY :
OGILVY, SYDNEY
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CHIEF STRATEGY OFFICER :
RYAN O'CONNELL
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CHIEF EXECUTIVE OFFICER :
SALLY KISSANE
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MANAGING DIRECTOR :
MICHELLE HOLLAND
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CHIEF CREATIVE OFFICER :
LIZ TAYLOR/REED COLLINS/TOBY TALBOT
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EXECUTIVE CREATIVE DIRECTOR :
CLARK EDWARDS/BRIDGET JUNG
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CREATIVE DIRECTOR :
CARL ROBERTSON/BLAKE ARTHUR/SHAUN BRANAGAN
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DIGITAL PROJECT DIRECTOR :
SEONG BRADSHAW
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SENIOR DIGITAL PRODUCER :
KAREN EVANS
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RESEACH & DATA ANALYST :
DANI FOX
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CLIENT LEAD :
CASSIE POINER
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ACCOUNT DIRECTOR :
ROXY SARKARI/BRIDGET YEATES
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ACCOUNT MANAGER :
MILO RYAN
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ACCOUNT EXECUTIVE :
ZOE COYNE
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HEAD OF STRATEGY :
JANE JACOB
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STRATEGIC PLANNER :
EMMA DEBUS
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EXPERIENTIAL DIRECTOR :
COREY CLARKE
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ASSOCIATE DIRECTOR :
TAUFIQ ZAINAL
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DIGITAL EXECUTIVE :
JULIAN ENRIQUEZ
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CLIENT MANAGING PARTNER :
AMY JOST
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CLIENT PARTNER :
CHRISTIAN FOX
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ACCOUNT DIRECTOR :
ALICE JOHNSON
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MARKETPLACE ASSOCIATE MANAGER :
ZOE HOLLING/LAURA SHIELDS
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MARKETPLACE INVESTMENT COORDINATOR :
BRADY MORRISON
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PR AGENCY :
OGILVY PR, SYDNEY
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HEAD OF CONSUMER PR & INFLUENCE :
JAMES CURTIS
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CONSULTANT :
SOPHIE BISHOP
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COORDINATOR :
BRIDGET MALOUF
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SENIOR PUBLICIST :
TOM FOGARTY
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SENIOR SOCIAL SPECIALIST :
ANDREW RUTGERS
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SOCIAL SPECIALIST :
EMILY BOWEN
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DIRECTOR, CULTURE & INFLUENCE :
CODY DESMOND
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CLIENT PARTNER :
RIA BUSSEY
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FILM PRODUCTION COMPANY :
HOGARTH, SYDNEY
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CLIENT PARTNER :
SOMMER SMITH (AKQA)
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DIRECTOR :
NEWMAN SORENSEN
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SENIOR INTEGRATED PRODUCER :
PAUL WHELAN
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BROADCAST PRODUCER :
CHRISTINA WILMOT
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JUNIOR STUDIO PRODUCER :
MICHAEL KENNEDY
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PRODUCTION ASSISTANT :
CHLOE SMITH
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EDITOR :
ROBIN SUNG
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MARKETING TECHNOLOGY DIRECTOR AKQA :
STUART JARVIS
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SENIOR PROJECT MANAGER :
CATHERINE GEORGIOU (AKQA)
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PROJECT MANAGER :
DESS VILLADOZ (AKQA)
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CAMPAIGN SUMMARY :
To increase app sales, KFC Australia decided to sell food that didn’t exist. At least not in Australia. The idea transformed KFC’s app from a sometimes app, into a daily app. And the commerce that came from it was significant.
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CREATIVITY/IDEA/INSIGHT :
We turned the KFC app into a daily habit by selling things that didn’t exist.
All the big food apps were stealing customers from KFC’s Australian app.
It needed to stop. So we sold something they never could. KFC that you couldn’t get in Australia. But you could get overseas.
It all started by hiding KFC Japan’s Wafu Burger in our app menu. The catch? It was pick up only – from Japan. We hid a bunch of these in the app. And over 4 weeks saw a 43% uplift in new users and a huge increase in sales.
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STRATEGY :
Our strategy was to tap into Australian consumer desire to travel and explore, in a climate where that felt like an unaffordable luxury. So, we stepped out of the discounting mayhem and created a brand experience that would offer lifelong memories to customers who found the international menu items in the Aussie KFC app. But it also allowed every customer to dream. “What if I found this?”
But you had to be in it to win. Oh, and you also needed to download the KFC app. Which was great for our acquisition targets.
OBJECTIVES
- To meet the business objective of increased sales we set two KPIs:
- Increase app downloads – get MORE people onto our app.
- Increase transactions – to get customers (new and existing) making MORE transactions.
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EXECUTION :
Kentucky Fly launched with the Japanese Wafu Cutlet Burger. We dropped it into the Aussie app and didn’t tell anyone.
Within minutes, a customer called Lisa had found it. The twist - when she tried to pop it in her basket she was told if she wanted it she’d have to fly to Japan. So that’s what she did.
We flew her Business Class to Tokyo, creating a travel adventure in the process. We filmed her travels and turned it into content within 24 hours, driving the message that there was another product drop coming. People were like…what? this is real?! I want in!
So, when the next product dropped, people were on the lookout. Josh found this one. Off he went to Canada to pick up his Poutine Fries. More and more products dropped. For destinations including Spain, Mexico and South Africa. With each trip came more content and more FOMO. Which turned into a tonne of sales. Sales don’t weigh anything, but you know what I mean.
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RESULT :
Kentucky Fly was about driving sales via the app, and it blew our objectives out of the spreadsheet.
Over the four-week campaign Kentucky Fly delivered:
- 43% uplift in new app users
- 1.84 million app transactions
- Contributing to $40 million in app sales
The best thing?
That uplift in transactions driven by the Kentucky Fly menu across new and existing customer segments resulted in a staggering performance and the highest daily sales record since November 2023.
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