Kentucky Fried Chicken (KFC): Finger Licking Good

Credits & Description:

Client: Birdland (Hong Kong)
Product: Kfc
Entrant: Ogilvy & Mather Group Hong Kong, Hong Kong
Idea: Ogilvy & Mather Group Hong Kong, Hong Kong
Contributing: Brand Union Hong Kong, Hong Kong
Editor: Apr 22 2016 12:00am
Chief Creative Officer: Reed Collins (Ogilvy & Mather Group HK)
Art Director: Elaine Li (Ogilvy & Mather Group HK)
Creative Director: John Koay (Ogilvy & Mather Group HK)
Creative Director: Matthew Nisbet (Ogilvy & Mather Group HK)
Copywriter: Buji Ng (Ogilvy & Mather Group HK)
Copywriter: Kerwin Choy (Ogilvy & Mather Group HK)
Designer: Kitty Chan (Brand Union HK)
Agency Producer: Mikyung Kim (Hogarth & Ogilvy HK)
Agency Producer: Jayden Wong (Hogarth & Ogilvy HK)
Print Producer: Rebecca Lui (Hogarth & Ogilvy HK)
Director: Helen Clemens (Mutual Workshop)
Producer: Cyrus Lai (Mutual Workshop)
Music Composer: Lindsay Jehan (Song Zu Singapore)
Photographer: Kimhoo So
Vice-President: Soames Hines (Ogilvy & Mather Asia Pacific)
General Manager: Gladys Wong (Ogilvy & Mather Group HK)
Business Director: Penny Chow (Ogilvy & Mather Group HK)
Associate Account Director: Janice Ho (Ogilvy & Mather Group HK)
Associate Account Director: Sincere Ng (Ogilvy & Mather Group HK)
Account Executive: Stella Fung (Ogilvy & Mather Group HK)
Managing Director: Jason Fashade (Social@Ogilvy HK)
Senior Strategist: Michael Wong (Social@Ogilvy HK)
Community Manager: Pammy Li (Social@Ogilvy HK)
Senior Associate: Michel Wong (Ogilvy Public Relations HK)
Senior Consultant: Corwin Wong (Ogilvy Public Relations HK)
Intern: Daphne Li (Ogilvy Public Relations HK)
Creative Director: Andy Reynolds (Brand Union HK)
Supporting Webpage: http://www.late4tea.com/kfc-na...
Describe the campaign/entry:
Everyone knows KFCs It’s Finger Lickin’ Good tagline – a brand promise about the quality of the food and the fun dining experience. Our idea was to bring KFCs tagline to life in an unexpected new way that would surprise and intruige consumers. Working with food technologists at McCormick (the makers of KFCs 11 secret herbs and spices mix) we created It’s Finger Lickin’ Good Edible Nail Polish. Available in Original Recipe and Hot & Spicy chicken flavours, simply apply, dry and lick – again and again and again. The whole campaign was designed with a stylish aesthetic to appeal to our target audience’s two big loves – food and fashion.
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. We also created a music video that was released on social media featuring a local beatboxer and tutting dancer – with a unique catchy track and hand choreography that dramatised the act of applying, drying and consuming the edible nail polish.
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 300 million+, with 91% positive sentiment to the KFC brand, as well as being the #1 trending Twitter topic. Sales increased in +12% sales during his period as a reflection of awareness and behavourial change from this campaign.
The Situation:
This work is relevant because PR was key to amplifying the creative idea – the launch event, KOLs and press being the main channels we used to get the word out and engage consumers.
The Strategy:
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. We created our campaign to reach this target in their natural habit – social media and the blogosphere, with KOLs selected specifically with fashion or food profiles. Target media initially included local lifestyle, fashion and food publications, while relevant international titles were targeted as part of the sustaining phase.