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. We created an activation in KFC call centers, asking people to sing their orders. What these callers didn’t know was that the regional Megastar, Hussein Al Jasmi was listening. And, along with their order, came a big surprise! Hussain Al Jasmi himself delivered their orders to their house and joined them for a meal and a singsong. 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. But what they didn’t know was that the regional Megastar, Hussain Al Jasmi was listening. And, 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 of the activation, we created an online film and shared it on social media. We promoted the video throughout our own platforms to accumulate views and work on building the relationship between our consumers and the brands, thereby ensuring to capture as much of YouTube’s user traffic as possible and guarantee brand relevancy. The campaign was pushed during one month but conversations lasted for weeks after.

Describe the success of the promotion with both client and consumer including some quantifiable results

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  

Explain why the method of promotion was most relevant to the product or service

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. Through an engaging brand interaction and experience, we gave consumers more reasons to call but also created a strong emotional connection with them. KFC and Pepsi joined forces to kick start an activation that leverages the popularity of the regional megastar Hussein Al Jasmi, to create instant buzz and virality of the campaign.

Home delivery is a very important segment which is facing increasing competition. We spoke to the staff at the KFC call centers in the region, who confirmed one issue about client experience when ordering over the phone. They describe it as “robotic” and boring. So we thought, how could we liven it up? The Arab region is known for its love of music, which is one of the reasons it is a key pillar for Pepsi. (Listen to music is most preferred activity among 16-29. Source Nielsen) So what better way to combine KFC and Pepsi, than with music and home delivery? To bring scale and buzz to the campaign we wanted to work with a top music star, someone whose popularity shines across Middle East and North Africa. That’s how we partnered with Hussain Al Jasmi: Top Pop Music Artist, Youtube Top Music Artist (over 90,000,000 views).

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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