2017 Winners & Shortlists

QUAD WRAP CHALLENGE

Client/BrandKFC ARABIA
Product/ServiceQUAD WRAP SANDWICH
EntrantINITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Type of EntrySocial
CategoryInfluencer / Talent
Idea Creation INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Riyadh, SAUDI ARABIA
Production MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Smiling taste tests are a cliché in the region. So are coupon promotions and special offers. We knew our audience and market well. In Saudi, young men love living in the fast lane. They spend their time enjoying food as well as discussing cars and the ways to make them go faster. They follow social influencers and huge consumers of online content especially when it comes to comedy and cars. it was imperative that our campaign delivered content that could attract their attention. “I like driving fast” - Index 120. “I like to try new food” - Index 125. If we could demonstrate that you can eat a KFC Quad Wrap in a car, being driven in extreme racing conditions, without spilling it, we would have proved our USP.

Creative Execution

Influencers Mohammed and Abdallah entered a KFC store and ordered the new Quad Wrap. While Abdallah wants to eat at the restaurant, Mohammad coaxes to have it in the car as it’s meant to be eaten on the go. Deeming their regular car unfit for such a challenge, the twins invite fans to to customize their car for the race track and settle the argument, with the incentive of winning the souped up car. Facebook & Instagram posts requested upgrades to the car; each post needing a minimum interaction quota to install the upgrades. The customised, car was returned to the track but lost again. The Quad Wrap had wrapped up the argument and proved that it was to be enjoyed on the go. Two influencers and one strong story was it took to create a campaign that was far from conventional but fantastically focussed on content and consumer engagement.

The Quad Wrap drove up sales as soon as the social campaign was launched. Overall buzz about KFC increased by 21% vs. the previous month and most importantly the purchase intent increased by 22% (source: BrandIndex) Social interactions during this campaign were equivalent to those of those of 3 campaigns combined in January; our posts generated almost 500k engagements, reaching over 1 million users each. The overall campaign sentiment heightened during the Quad Wrap Challenge, and fans were continuously praising the activity throughout. The two videos recorded over 4 million views, with excellent audience retention and an all-time record for KFC, of 1:00 min average view duration. People kept talking about the activation long after it finished.

We picked social media over TV and influencers over paid actors to plot a unique, light-hearted story that drive both interaction and engagement. Historically, KFC has a solid TV presence. But this time, we picked digital to get high reach. It was also the best platform to engage already existing KFC fans, who are used to interacting with the brand regularly, in order to influence their friends. Our target of young Saudi males are high consumers of online content and hence the time to ditch the conventional route of TV was never more opportune to deliver a great brand experience. Given that our campaign relied on videos and photos, we used the most popular social platforms in the region (Facebook and Instagram) and leveraged their “actions” to engage our fans in a direct and simple manner.

Credits

Name Company Position
Saadeddine Nahas Initiative MENA UAE Digital Director
Alexandra de Smet Initiative MENA Digital Media Manager
Bassem Hoss Initiative MENA Senior Media Planner
Seif Kandil MullenLowe MENA Creative Operations & Business Director
Marwan Rammal Initiative MENA Senior Account Executive
Mazher Abidi Initiative MENA Regional Social Director
Links
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