Title	RICH KIDS OF INSTAGRAM
Brand	KFC ROMANIA
Product/Service	RESTAURANT CHAIN
Category	B04. Travel, Entertainment, Leisure & Retail (incl. e-commerce and Restaurants)
Entrant Company	McCANN ERICKSON Bucharest, ROMANIA
Advertising Agency	McCANN ERICKSON Bucharest, ROMANIA
Media Agency	UM ROMANIA Bucharest, ROMANIA

Name	Company	Position
ADRIAN BOTAN	Bv Mccann Erickson	CHIEF CREATIVE OFFICER
NIR REFUAH	MRM//MCCANN ROMANIA	CHIEF CREATIVE OFFICER
SANDRA BOLD	MRM//MCCANN ROMANIA	COPYWRITER
NADEJDA GHILCA	MRM//MCCANN ROMANIA	ART DIRECTOR
IONELA BUTA	MRM//MCCANN ROMANIA	CLIENT SERVICE DIRECTOR
GINA ZGUBEA	MRM//MCCANN ROMANIA	ACCOUNT DIRECTOR
TINA CRETU	MRM//MCCANN ROMANIA	ACCOUNT MANAGER
VICTOR CROITORU	Um Romania	MEDIA DIRECTOR

Creative Execution

A user generated campaign that proves you can have loads of fun with little money by trolling the rich, wealthy and opulent, none others than the #richkidsofinstagram. The campaign encouraged teens to pick a rich kids photo, reshoot it in a fun, low budget way, upload it on our online generator and share the merged result on social media.

#littlemoneybigfun was the no. 1 leading trending topic in Romania Over 1 million euros in free media During the campaign, KFC sales went up 21% The Smart menu was the best KFC meal launch since 2009

Insight: You don’t need loads of money to have loads of fun. Strategy: Prove that happiness and money aren’t linked using teens and their own interpretation of what fun is. Idea: Challenge Romanian teens to troll the famous #richkidsofinstagram photos with fun props and surroundings.