2016 Winners & Shortlists

The Campaign

Although a market leader, KFC needed to remind the Egyptian youth of its heritage and bring them in on the 50 years celebration of its original recipe Despite youth being the driving force of the Egyptian revolution, negativity in the news has got them to long for figures that reminded them of the golden stable Egypt, To dispel this negativity and bring back tourism's glory days, the Egyptian Ministry of Tourism initiated a campaign called #This is Egypt The campaign was well received by the people, who immediately started engaging and sharing their own posts with their known humoristic twist . #ThisisEgypt won a lot of international support. This was an opportunity for KFC to capitalize on. We drew attention to the campaign by flying down our very own celebrity, Colonel Sanders Egypt. Right from day one of his vacation, we documented the Colonel’s every move. He visited KFC stores, walked the streets of Cairo meeting locals, joked with them and posed for photographs. He clicked a selfie at the Nile and dropped by museums and famous monuments. The content was uploaded live on KFC social media with warm heart felt messages that praised Egypt. The Colonel’s holiday became the talk of the town. The light hearted campaign snowballed into a phenomenon with the help of the humorous Egyptians. The observant crowd posted and interacted on his movement. By the second day, leading publications - both online and offline - picked up the story of the Colonel in Egypt which included humorous comments of the Colonel promoting tourism in the country. “Colonel Sanders, rest his soul, visits Egypt in support of the country’s tourism” were some of the headlines. We knew that the campaign was really popular when the Press came knocking for one on one interviews with the Colonel.

• The campaign achieved a 24% organic reach. Facebook posts saw a total 4.5 million views, were liked 135,000 times and received over 13,000 shares. • We succeeded in associating the positive mood of our young audience with KFC. This was substantiated by a 4-times increase in KFC brand sentiment and 15-times increase in favorable brand engagement. • The campaign garnered publicity from other social accounts. Egypttouring, #ThisisEgypt, etc. piggy backed on the campaign, posting and sharing on the Colonel’s visit. • Regional media picked up on the Colonel’s visit spread the news through various platforms. • The PR exposure amounted to $350,000.