2014 Winners & Shortlists

Results and Effectiveness

Response to the Zinger Revolution was off the charts! - The ‘We Want Zinger’ Facebook petition hit over 10,000 fans in under a month with no paid support - Store footfall increased 22% and sales by 30% during lunchtime - PR went wild with free press from Dubai City Guide, Go Dubai, and UAE Today - Similar petitions, unprompted by us, began appearing across social media platforms demanding to have other meal favourites added to the lunchtime offer.

Creative Execution

We got popular bloggers to post tongue-in-cheek complaints that their favourite Zinger was never on the lunchtime offer and convince followers to collectively demand it from KFC. Backers of the revolution could make their voice heard on a dedicated ‘We Want Zinger’ Facebook page and spread the word with #ZingerUAE tweets. Once the movement gained momentum, KFC relented and announced due to popular demand, it would introduce a new ‘Zinger Lunch’ meal for a limited time only. We then got bloggers to proclaim victory, but also convince revolutionaries it wasn’t enough. They should demand a permanent Zinger lunchtime offer! KFC then negotiated with Zinger rebels indicating it would comply when it reached 10,000 supporters behind the Zinger Revolution, evidenced by signatures of in-store petitions and likes on the ‘We Want Zinger’ Facebook page (which by this time was easily achievable). Finally we announced Zinger Revolution victory via an ATL campaign.

Insights, Strategy and the Idea

KFC wanted to increase store footfall during lunch hours, so it was about to add its most popular sandwich, the Zinger, to its lunchtime offer. We needed to find a clever way to promote this. Since the Arab Spring, youth throughout the region know that they can demand change. This is the case for serious political issues, but also translates to more humorous and light-hearted demands. Social media is where many of the regional uprisings ignited. And Social has grown exponentially with new influencers rising to the occasion to make the voice of the people heard. We wanted to find a way to leverage these insights in a satirical way. Our idea was to reach out to ‘Zinger Lovers’ before the campaign launch and without telling them that Zinger would be part of our promotional offer, provoke them to start a ‘Zinger Revolution.’