2016 Winners & Shortlists

Brief Explanation

KFC were looking to make the most of their sponsorship of the Arab edition of ‘The Voice’. With multi-screening on the rise (Source: Google Barometer) and aiming to capitalize on the dropping TV viewership (Source: Ipsos data), KFC decided to create a product that would engage with the audience in the underutilized digital space. It needed to provide the audience with an experience like no other and bring their bucket to the people while watching their favourite TV show.

Results and Effectiveness

•As a result of the integration, KFC got 2.5X more net exposure value vs. the actual budget invested •Social media brand mentions increased by 32% with peaks reaching 57% during the live telecast of the show. •KFC social brand sentiment grew by 17%. •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 show, for an estimated exposure value of AED 2.9 million.

Creative Execution

KFC partnered with MBC, to create The VInsider, a virtual entity that went beyond what the audience saw on TV. It provided fans with a platform to request customized content. From a personalized song, to participants accepting social requests, The VInsider aimed to deliver. Requests could also be submitted on dedicated 'The VInsider' sections on both MBC and KFC websites and social pages. KFC relied on content flow to create product integration. Every Saturday, on TV, during the live telecast, a dedicated two-minute segment called “KFC Yewaselak illi tetmana” (KFC brings you what wish for) aired, showcasing the best content.

Insights, Strategy and the Idea

Today watching TV includes a second screen. 52% of people in Saudi go online via connected devices while watching TV, engaging with content that is related to what they are watching. They are looking for immediate, personalized and relevant online content that can easily be shared with their friends. When it came to The Voice, KFC realized that while half of the story was taking place on air, the more interesting half was happening online. Based on this insight about the viewers, KFC decided to engage the ‘Now Generation’ and satisfy their cravings for unique and shareable content.