2012 Winners & Shortlists

Results and Effectiveness

The campaign that was mainly driven by TV & integrated on online, radio, outdoor & on ground activations generated 20% increase in sales across the region. Attracting more than 100,000 fans on the KFC Arabia Facebook page during the 1 month period of the campaign going from the 10,000 fan KFC had on their page. Distribution of hundreds of Barcelona merchandise to winners who participated in the competition.

Creative Execution

Instead of utilizing the budget to sponsor the FC Barcelona team, we have negotiated the image rights with FC Barcelona to be exploited in all media touch points including in store and packaging and utilized this association to encourage consumers to visit the restaurants and win instant authentic Barcelona equipment. We ran an integrated campaign including TV, Online (Facebook Barcelona game on KFC page), OOH, Print and on ground activation. Integration of the online (Facebook page-Barcelona game) & on-ground activations(PS3 football competition) where winners were gifted a Barcelona merchandise box. Special tailor made promo that integrated the KFC – Barcelona tie up with the elements of the movies being promoted. On screen pop ups were created highlighting the different messages and elements of the campaign. Product placement on Star Academy that included the Barcelona merchandise.

Insights, Strategy and the Idea

Our Objective was to strengthen KFC’s image and position it as the brand that brings the things Arab youth love closer to them. And to drive sales of the KFC meals at the stores. The Insight - To further understand how the majority of males in the region consume football, the sports with the most passionate fans in the region, research showed that FC Barcelona is considered the favorite international club in the region and youth (Males 18-34) would dream of owning authentic FC Barcelona merchandise. - Through monitoring the online buzz generated from the World Cup Messi endorsement, we realized that consumers were proud that KFC was able to get Messi, the world footballer of the year, to speak in Arabic and acknowledge its followers in the region unlike other inspiring figures who rarely acknowledge this part of the world.