| Title | KFC BUCKET |
| Brand | YUM! BRANDS |
| Product/Service | KFC BUCKET |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
|
Entrant Company
|
HUNGRY BOYS Moscow, RUSSIA
|
|
Advertising Agency
|
HUNGRY BOYS Moscow, RUSSIA
|
Credits
| Vladilen Sitnikov |
Hungry Boys |
Creative Director |
| Liubov Chubataya |
Hungry Boys |
Account Director |
| Konstantin Kupriyanov |
Hungry Boys |
Creative Group Head |
Creative Execution
Execution
The insight was "when I have fun with my friends, everything we do should be fun". We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia.
Results
Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC's Basket after the campaign has grown by 50 %.
While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it.
So we re-invented the "Baskethead" meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme.