2015 Winners & Shortlists

Results and Effectiveness

In just 2 weeks, the word got around and our customers got busy playing. - The app generated over 10,500 downloads - The game was played over 18,000 times - The app received an audience ranking of 4.5/5 - KFC in-store sales saw an increase of 6% in Qatar during that period

Creative Execution

Using augmented reality technology, we created an image-recognition based mobile application that opened upon scanning a trigger. We placed our triggers across table tops of various KFC restaurants and food courts, mirroring the look of a football field. All our customers had to do now was play, in a few simple steps: 1) Scan the KFC logo with a mobile device, which automatically led to the app store to download the app 2) After entering the app, the player pointed the device towards the table, and an augmented reality game of penalty shooting appeared 3) Using a single finger, players directed the ball into the net Users received multiple attempts to score as many goals as possible, in order to be featured in a leaderboard, for a chance to win. To help regulate the game, we put a cap of 5 games per device per day.

Insights, Strategy and the Idea

In June 2014, the football fever was at its peak with the biggest football event of the year about to kick off – The FIFA World Cup. McDonald’s was the official global sponsor of the event, leaving very little space for other QSR brands to have a voice. Finally, add to this the fact that every other advertiser also wanted a piece of the pie, KFC was left with a riddle to solve. Instead of getting lost in the rest of the advertising clutter, we wanted to engage our customers where we could best target them. IN OUR STORES. The idea was simple. We gave people a fun and simple source of entertainment while enjoying their favorite meal.