KFC advertising campaign
New Year’s 360 advertising campaign
Last year we created a New Year’s campaign for KFC Ukraine with the Christmas “Secret Bucket” as a main idea. The idea worked this way — the client buys a suspended Bucket at a KFC and another person in any city of Ukraine can pick it up via special sms. That’s how we bring the X-mas magic to KFC — every Ukrainian could surprise their loved ones and relatives from other cities and become a secret Santa for them. The campaign had a huge success among customers and KFC Ukraine turned to us with a second request this year.
We created
The problem
Many things have changed since the last campaign, so after analyzing the behavior of Ukrainians over the past year, we decided to replace the brand campaign with a product campaign. That’s why we ended with such solutions:
- to simplify the customer journey by adding online ordering on the website;
- to create one video instead of three, with a focus on the product and clear mechanics of the “Secret Bucket” service;
- to expand the line of Buckets to meet the needs of different categories of target audience;
- remove the name “Secret Bucket” from communication, as we sell a service, not a product;
- to include a charitable component into the campaign by donating part of the profits to the “savED“ — charity fund that helps to restore access to education in communities affected by war.
The big idea and slogan
After the interview and analysis, we discovered a crucial insight in the mood of consumers: “I’m not happy now, but if I make someone happy, it will make me feel better.”
This was the basis for the idea of the New Year’s campaign: Giving is more pleasant than receiving! It’s a truth we’ve known since childhood, and it’s been rediscovered in a whole new way over the past two years for Ukrainians.
Sequel to the animated series
Traditionally, the campaign was implemented through an animated video, which featured a well-known for KFC fans character — it’s founder, Colonel Sanders. Last year’s heroes, Santa and the Reindeer, reappeared with a new mission. The campaign also included radio commercials with detailed campaign mechanics.
Influencer Marketing
We decided to strengthen the advertising campaign with the help of the brand’s friends — bloggers. They launched the KFC Bucket Challenge — a goodwill challenge that they passed on to their followers with a call to send a bucket as a gift to their family and friends.
Alexey Durnev, Saba Musina, Evgeny Taller, Nastya Eliseeva, and Nadia Dorofeeva were among the bloggers and celebrities, who joined the New Year’s campaign.
Project team
Creative CEO – Vadim Gordeev
Creative direction – Oleh Svisch
Strategy – Roman Zotov
Creative Copywrite – Vitalii Katan, Volodymyr Oleschenko
Art direction – Polina Udod
Design – Oleksandra Petrash
Production team
Creative producer, director – @sashko.sviatsky
Artist – @mara_kava
2D animation – @sasha_kukushkin89, @denys.belyaev, Nadiia Limova
Voice – @dmitryi_nezhelskyi
Audio – @4earssound
Sfx – @mike0n
Foley – @chumak_vladyslav, @alla.shmatok
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