2011 Winners & Shortlists

Results and Effectiveness

‘The proof is in the bucket’: 22% increase in Sales and 20% increase in transactions during the campaign period! KFC ME announced as best Yum! operation 3000+ GRPs & 100% SOV increase in 6 weeks Huge SMS deliveries across the region for the MBC promotion Huge viral effect for downloadable Messi content Highest TOM Awareness for Messi/ KFC partnership 73,500+ searches on Google for Messi + KFC 100,000+ youtube; 25,000+ twitvid views KFC Messi Jokes & blogs appeared virally…unfortunately Messi didn’t take home the Cup...people joked 'Messi must have been out delivering KFC during that game...' 6000 visitors: KFC Stadium

Creative Execution

‘Be the conduit that brings consumers even closer to the action...by having their favourite footballer acknowledge them’. KFC...a culturally sensitive brand in the region...essential this image was maintained…a footballer with no connection to alcohol, drugs or scandal & sharing the same family values as KFC promotes...not an easy task....‘Prophesee’ identified Youths’ most aspirational players…Torres/Messi/Ronaldinio/Rooney....Only one stood out…Messi! Brokering our first endorsement deal...22 countries, full image+profession rights contract...(With language & cultural sensitivities...International celebrity endorsements for the region were rare...) Important to maximise potential of endorsement...effectively linking: KFC’s secret ingredients...&...Messi’s secrets to success. Full-scale Pan-Regional TV...Teaser TVCs seeded...digitally; 90” ‘Messi’s Secret Recipe’ TVC launched on air...Messi speaksArabic in the final seconds...a MENA first! Programming: all WC highlight shows - FTAsatellite. Creative off-break executions:pop-ups/ promos produced FOC by channels using the TVC. Mega SMS promotion(MBC channels) promoted on-air to win autographed solid gold footballs Fully wrapped buses & lampposts Print bellybands, exclusive content seeded(wallpapers/screen savers/deleted scenes/‘the making of...')on:mobile and social media. 400 seat KFC Messi Stadium created for guys to watch the complementary of KFC

Insights, Strategy and the Idea

In the fight for share of stomach, the battle between the largest QSRs continued... Additionally, FIFA ‘10 a platform McDonalds’ dominated and the most expensive PayTV proposition the region had ever seen!…so much so no brands could afford spending so much...KFC needed an attack plan to retain its leadership position; it should speak the language of football (bearing in mind that the MENA national teams had not made it through to the final 32); resonate with their Youth consumer and create regionwide virality… International football is more than a passion...it’s obsession for Youth(males 15-34yrs)...they feel part of it and most importantly they want the world to know they're avid followers even though they're far away from the action! They chat on social media...hungry for insights, information on the teams; who has the winning strategy, form & inside scoop....whilst jostling to be recognised as closer to the action than anyone else…