2013 Winners & Shortlists

Results and Effectiveness

Our Super Fan AGT studio experience strategy worked and KFC Arabia brand favorability was achieved! For the second year in a row, KFC Arabia was recognized as the Favorite Brand among MENA teens in the 2012 youth study conducted by AMRB. Meanwhile, McDonalds dropped to 3rd in ranking. 532,000+ “KFC-AGT” mobile apps were downloaded to Super Fan mobile devices with an average time spent of 6:45 KFC Arabia Facebook fans increased from 537,000 to beyond 1 Million during the AGT campaign Traffic/Transactions to stores increased 12% Sales during the AGT campaign increased by 16%

Creative Execution

We linked the KFC Arabs Got Talent mobile app to our Facebook brand page and Twitter feed where KFC fans could easily download the app and enable ‘access’ to the studio experience. We virtually transported hundreds of thousands of Super Fans into the Arabs Got Talent studio via a branded KFC 360° AGT in-studio camera. The camera sat atop the judges’ table and Super Fans could remotely scan the entire studio using their smart phone or tablet and zoom into specific areas as though physically right there. The app also enabled access to the celebrity judges, where Super Fans could ask questions and interact with them directly. The judges answered a broad series of questions ranging from personal, professional and judging decisions made during the season. And each week, one question was selected to be answered live on the show, called KFC Super Fan question of the week.

Insights, Strategy and the Idea

KFC and McDonald’s were tied for first place as ‘favorite brands’ among UAE Teens in an independent 2011 youth study from market researcher AMRB. KFC wanted to protect its rightful place as the region’s number one quick service chicken restaurant, especially as McDonalds started to aggressively tread deeper into KFC territory with its own chicken offers. Middle East youth can be described as mobile, tech-savvy, and social – both online and offline. They have a lot of friends, they love gadgets, and they love to use their gadgets while watching television. What they don’t always have is ‘access’ – access to people, places and things. Our strategy was to create Super Fans by giving them ‘access’ to the hit reality TV competition Arabs Got Talent by bringing the studio experience directly into their homes with a mobile app enabling access to the show’s judges, performers and backstage content.