2016 Winners & Shortlists

YOU ASK, KFC DELIVERS

Short List
BrandKFC
Product/ServiceQSR
EntrantINITIATIVE Dubai, UNITED ARAB EMIRATES
CategoryBrand or Product Integration in to an Existing Programme or Platform
Media Agency 2 INITIATIVE Dubai, UNITED ARAB EMIRATES
Entrant Company INITIATIVE Dubai, UNITED ARAB EMIRATES
Media Agency INITIATIVE Dubai, UNITED ARAB EMIRATES

The Campaign

KFC, one of the sponsors of the Arab edition of the TV show ‘The Voice’, wanted to engage the audience in a way no other brand could. KFC had to ensure that in addition to getting the audience’s attention they had to keep them hooked. KFC partnered with TV station, MBC, to create The VInsider - a virtual all access pass to the show’s contestants. This virtual entity went beyond what they saw on TV and provided fans a platform, to go behind the scenes and request specific content. From a personalized birthday song, to participants befriending the audience and accepting social media requests, The VInsider aimed to deliver. In an unprecedented first for the region, the audience virtually directed the content they were consuming. KFC was a part of every conversation through the dedicated accounts for The VInsider, created on various social platforms in the region. Fans could interact, submit requests and receive responses. Requests could also be submitted on dedicated The VInsider sections on both MBC and KFC official websites and social pages. KFC relied on very little branding on The VInsider and instead looked on content flow to create product integrations that included social mentions, product placement and usage. The final highlight of the activation brought us back to TV. Every Saturday during the live telecast a dedicated segment called “KFC Yewaselak illi tetmana” (KFC brings you what wish for) was aired. Popular among the fans the title featured a play on words that referred both to KFC delivering it’s finger lickin’ good chicken and also the fans wishes. This two-minute segment featured personalized messages, best fan requests and interacting with contestants. KFC dominated the conversation both online and on air!

The VInsider was a huge success that saw KFC get abundant TV airtime and establish a strong online presence. - As a result of the integration, KFC got 2.5X more net exposure value vs. the actual budget invested. - Brand mentions on social media increased by 32% with peaks reaching 57% during the live telecast of the show. - KFC social brand sentiment grew by 17%. - The VInsider accounts produced over 500 short content pieces. Around 50 of these featured smart product integration for the brand. - KFC content posts received over 12,000 interactions from KFC fans and fans of the show. - “KFC yewaselak illi tetmana” total TV airtime added up to around 10 min in the last 5 episodes of the show. - KFC featured during prime time on the most popular TV show, for an estimated exposure value of AED 2.9 million.

Credits

Name Company Role
Saadeddine Nahas Initiative Media Middle East Fz Llc Integrated Associate Digital Director
Alexandra Desmet Initiative Media Middle East Fz Llc Digital Media Supervisor
Racha Semaan Initiative Media Middle East Fz Llc Media supervisor
Bassem Hoss Initiative Media Middle East Fz Llc Community Manager
Mahdi Jaber Initiative Media Middle East Fz Llc Media Director
Abdallah Safieddine Initiative Media Middle East Fz Llc Business Director
Tony Kayouka Initiative Media Middle East Fz Llc Social Media and Digital Delivery Manager
Sarah Hani Initiative Media Middle East Fz Llc Media Planner
Ruba Berzghal Initiative Media Middle East Fz Llc Digital Media Planner