2017 Winners & Shortlists

MUSICAL ORDER

BrandKFC & PEPSICO
Product/ServiceFOOD DELIVERY
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Idea Creation 2 OMD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

The Campaign

Musical Order. We got people to sing their order. But they didn't know who was listening. Pepsi and KFC wanted to give people more reasons to call in. Which is why, we collaborated with the regional Megastar, Hussain Al Jasmi, and created an activation that took place over the phone in KFC call center. We asked people to sing their orders. But what these callers didn’t know who was listening. And along with their order, came a big surprise! Hussain Al Jasmi himself delivered their orders and joined them for a meal. An activation that turned the day-to-day act of ordering food over the phone into a memorable experience, proving that KFC with Pepsi is always a great call.

Creative Execution

The activation kicked off in KFC call centers, in 3 different cities and 3 different countries across Egypt, GCC and Morocco. Callers were simply challenged to sing their order. What they didn’t know was that the regional Megastar, Hussain Al Jasmi was listening. Along with their order, came a big surprise! Al Jasmi himself delivered their orders and joined them for a meal and a singsong. To amplify the impact, we created an online film and shared it on social media. We promoted the video throughout our own platform to accumulate views and work on building the relationship between our consumers and the brands. Through a combination of demographic, interest and keyword targeting as well as by optimizing the video against content/viewership habits, we captured as much YouTube user traffic as possible but also guaranteed brand relevancy. The campaign was pushed during one month but conversations lasted for weeks after.

The campaign achieved far beyond original objectives. Behavioral Results: - 5,371,920 views in just over 1 week – Source Google Analytics - Positive sentiment analysis (Like and comments) confirms that 90% of consumers enjoyed the video - Source Facebook Business Manager - As a result, Buzz scores (message recall and brand awareness) increased by 165% from the start until end of campaign. Source: BrandIndex 2016 KFC Business Results: (Source: KFC Sales Department) - Staggering a 13% call increase throughout Middle East (+177,430 calls in 1 month) - 11% increase in sales in 1 month (Feb Vs March) throughout Middle East Brand Equity Results: Pepsi Brand KPIs scores (pre & post campaign) -       “Is a Brand Associated with Music” increased by +3 in KSA Source: CTS Pepsico 2016   Brand KPIs (Jan vs March): -          ‘Reputation’ increased by 75% -          ‘Buzz’ increased by 165% Source: YouGov BrandIndex 2016  

People find the experience of ordering over the phone “boring and robotic”. So, Pepsi & KFC created the “Musical Order activation” where we challenged people to act totally differently when calling for their orders. To share this content with our target audience, we utilized the number 1 video platform in the region, which also happens to be the second largest search engine, YouTube. This created the ideal platform for our content to be watched and shared, where we maximized the reach and impact of our content through effective reach and frequency planning, increasing efficiency.

Insights, Strategy and the Idea

Music is one of the top categories on YouTube, so we identified relevant target keywords to include in the video title, tags and description to drive more traffic to the video organically. Through a combination of demographic, interest and keyword targeting as well as by optimizing the video against content and viewership habits, we not only ensured to capture as much of YouTube’s user traffic as possible, but also guaranteed brand relevancy, creating maximum impact. We wanted the heart of the campaign to be on YouTube, where we would be able to set prime frequency to avoid burn out. This effectively meant maximizing the budget and ensuring the highest reach amongst our target audiences across primary markets through YouTube’s engaged audience segments. Once done, we promoted the video throughout Pepsi-owned platforms to accumulate views and work on building the relationship between our customers and the brands.

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Marie-Claire Maalouf Impact BBDO Dubai Associate Creative Director
Sarah Berro Impact BBDO Dubai Executive Arabic Writer
William Mathovani Impact BBDO Dubai Associate Creative Director
Philippe Berthelot Impact BBDO Dubai General Manager
Mathieu Diette Impact BBDO Dubai Regional Account Director
Rany Sarouphim Streetsmart Studios Producer
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