2016 Winners & Shortlists

Creative Execution

The Colonel’s holiday became the talk of the town. He was seen at KFC stores, walking the streets of Cairo, meeting locals and posing for photographs. He clicked a selfie at the Nile and dropped by famous monuments. His every move was documented and shared using #ThisisEgypt, #TheColonelinEgypt and #KFC50yearsoriginal. The campaign grew organically on social media with fans interacting with the Colonel in a humourous way and sharing their own sightings of him around town. The campaign also garnered publicity from other social accounts such as Egypttouring, #ThisisEgypt, etc.

• 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.

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 of Egypt with their known humoristic twist on social media. #ThisisEgypt won a lot of international support and recognition this was a perfect opportunity for KFC to capitalize on. We decided to indulge in some fun and send our very own Colonel Sanders to Egypt!