2016 Winners & Shortlists

Brief Explanation

Although the market leader of the QSR category in Egypt, KFC's competition was eating into its market share by being innovative, pocket friendly, healthy, fast and convenient. With this space fast becoming crowded. KFC is well entrenched in the minds of the older generation, but nowadays the younger Egyptians are being exposed to a wide range of food choices. The brand was looking to remind the younger generation of its heritage bringing them in on KFC’s 50 years celebration of its original recipe and connecting with the people of Egypt.

Results and Effectiveness

The audience rapidly generated momentum across the Egyptian youth who started sharing stories of the Colonel in Egypt with humorous comments of him promoting tourism in the country.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 piggy backed on the campaign,The PR exposure amounted to $350,000.

Creative Execution

The Egyptian Ministry of Tourism launched #ThisIsEgypt campaign to dispel negative stereotypes and promote the country. The campaign earned international support. Looking to capitalize on the opportunity, KFC decided to send down its very own superstar, Colonel Sanders! We documented his 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 famous monuments. We uploaded short videos and pictures of his travels around the country in real time on KFC’s social media pages leveraging the hashtags #Thisisegypt, #KFC50yearsoriginal and #TheColonelinEgypt.

Insights, Strategy and the Idea

Egyptian youth have been overwhelmed by the amount of change happening around them post the revolution. But despite this, they still maintain their sense of humor which is reflected by the way they interact on social media, always adding their own twist to the stories they see every day. That is why we selected to promote this campaign specifically on social media to create an experience that the younger audience in Egypt would interact with and engage in a fun enjoyable social conversation.