2015 Winners & Shortlists

Results and Effectiveness

Not only did we get social media talking about KFC4Lunch, we got customers coming into KFC delivering an 11% jump in sales during the campaign period. Alongside this: - We gathered over 16,500 interactions on social media; - #KFC4Lunch started trending; fans were loving our live conversations and started to visit KFC on their lunch break - A longer term association between the terms KFC and Lunch was created on social media We cut through the clutter to make our offer stand out, KFC became synonymous with Lunch and we made sure diners visited ‘#KFC4lunch’!

Creative Execution

We made sure anyone wondering where to go for lunch knew to go to KFC: We responded in real time to anyone in the UAE mentioning ‘lunch’ on social media to influence impulse decisions during the lunch period, and ran daily social ads featuring KFC’s lunchtime offer exclusively from 1-4pm. This targeted and real time messaging was key to the execution. By talking to the exact people at the exact time they were making their decision on where to eat, we initiated impulse decision making at the key moment, where we knew we had the best chance of influence. A dedicated microsite collated all mentions and photos that used #KFC4Lunch in a live feed, fuelling further conversation Finally, we built an incentive mechanic into the execution by giving away 20 once in a lifetime experiences from Skydives to dolphin swims for anyone talking about #KFC4Lunch online.

Insights, Strategy and the Idea

With only 5 lunchtimes a week and hundreds of options to consider, restaurants bombard us daily promoting special lunch deals and offers, trying to grab our custom for just one of these precious slots. Impulse decision making and switching behaviour is commonplace in the category; the right offer targeted to diners at the exact moment they’re making a decision is more likely to influence a dining choice as opposed to a message the night or morning before. Social insights tell us lunch times see a spike in usage on social networks, as people use their lunch breaks to catch up on what they missed from their friends through the morning. We knew that if we could tie our knowledge of the switching behavioural patterns of lunch time diners with our insight into their daily social usage patterns we could target social media users and bring them in store for lunch.