2012 Winners & Shortlists

The Brief

The Challenge - KFC wanted to communicate healthy living and build the image as a brand that gives back to community. -Counter competitive threat from McDonald’s Olympics/World Cup sponsorships with a limited budget. The insight -Due to the stress and the fast pace life UAE residents live during the week, they try make up for it through sports and healthy living during weekends. This is mainly reflected in the increasing number of sports & diet centers in the UAE.

Describe how the promotion developed from concept to implementation

Since the limited budget does not allow KFC to compete with McDonald's on owning a global or even local event, we have decided to create a fun marathon that engages consumers and ask them to join the KFC’s 20th delivery anniversary From the conception of the idea to the free PR, we handled all aspects of the event, logistically, promoting it in media & PR, attracting participants, media coverage & overlooking smooth execution.

Describe the success of the promotion with both client and consumer including some quantifiable results

KFC Run proved successful in attaining media coverage and quantitative results. More than 2500 participants joined the Run raising more than $100K in funds to charity. Increase in retail transaction and deliveries (15%) during the period of the campaign. The Bucket Run was the most renowned success story for the client in 2011 and learnings from the campaign were shared on a global level

Explain why the method of promotion was most relevant to the product or service

The run was promoted in-store, whereby tickets for the event were sold (funds going back to the Red Crescent), a Facebook fan page was set-up attracting 2500+ fans and an OOH campaign announced the date. The run was covered live on Virgin Radio who were commenting live on stage on the run and announcing winners, Dubai One TV covered the event extensively and so did print media. The Bucket Run was the first of its kind running in the most prominent area of Dubai (Jumeirah Road), some fun surprises such as face painting, play area, group drumming and live music.