2015 Winners & Shortlists

Results and Effectiveness

The campaign ran for just 18 days and achieved more than we hoped for: - 20,000 minutes of behind-the-scenes watch time - 13,000 minutes of play during commercial breaks - Shazam awarded KFC for being the first brand to run an integrated campaign with them in the MENA region

Creative Execution

We partnered up with Shazam, and encrypted all of our Ronaldo TVCs with an audio trigger. Each featured a call-to-action message, inviting TV viewers to scan the video for exclusive access to Ronaldo’s behind-the-scenes videos or to participate in KFC’s latest social contest. Upon “Shazaming” the trigger, users were redirected to a landing page where they could choose their ultimate destination: - The 14 videos playlist on KFC Arabia’s YouTube page - ‘The Golden Goal’ social contest - KFC Arabia’s Facebook page, with additional Ronaldo content to engage with

Insights, Strategy and the Idea

The football fever was at its peak with The FIFA World Cup just around the corner. After teaming up with Cristiano Ronaldo for the second year in a row, we wanted to offer our audience exclusive content featuring their idol. Moreover, we knew that millennials are prone to multi-screening, especially during commercial breaks. We saw the perfect opportunity to link TV with mobile, to deliver exclusive video content to our fans right there and then. So while filming a state-of-the-art TVC featuring the world number one football player, we also recorded exclusive behind-the-scenes videos, showing Ronaldo in a more candid form, during none-staged moments. With this content at hand, our idea was simple: extend our brand exposure beyond our regular TV spots during commercial breaks.