| Title | TRAY TYPER |
| Brand | KENTUCKY FRIED CHICKEN (GREAT BRITAIN), GERMAN BRANCH |
| Product/Service | TRAY TYPER |
| Category |
A05. Use of Ambient Media: Small Scale |
|
Entrant Company
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SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
PLAN.NET Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Markus Maczey |
Plan.net |
Executive Creative Director |
| Volker Heine |
Plan.net |
Copywriter |
| Marko Savic |
Serviceplan |
Art Director/Graphic Design |
| Christian Mittelmaier |
Plan.net |
Art Director/Graphic Design/Illustrator |
| Julia Meinetsberger |
Serviceplan |
Account Supervisor |
| Maximilian Janda |
Plan.net |
Creative Producer/Editor Animation |
| Katharina Ludwig |
Freelancer |
Director |
| Alexander Hackinger |
Freelancer |
DoP |
| Per Poulsen |
Serviceplan |
Innovation Manager |
| Franz Roeppischer |
Serviceplan |
Creative Innovation Director |
| Lorenz Langgartner |
Serviceplan |
Creative Innovation Director |
Brief Explanation
When there is a new KFC restaurant in town, the best advertising is word of mouth and the best impressions are shared when they are fresh. But since KFC’s food is fingerlickin’ good the customers don’t want to leave a greasy fingerprint on their smartphones. We solve this problem with the Tray Typer, a simple, useful and smart promotional item that is integrated right in the core of the KFC experience.
Results and Effectiveness
A total of 1,000 Tray Typers were handed out in three newly opened KFC restaurants and every single one of the smart paper trays was taken home. In addition geo-located social media discussions increased during the campaign period.
KFC kept its promise of fingerlickin’ good food that is made for sharing – especially among the fiercely contested target audience of young digital natives.
Creative Execution
The main media task was to integrate the idea seamlessly into the existing KFC experience and the user journey of our target audience. The tray liner usually is little noticed but for us it was the best possible placement for the idea: while the user enjoys the fingerlickin’ good food she or he can share a taste of it at the same time – without even touching the smartphone.
Insights, Strategy and the Idea
KFC in Germany is especially favored by young digital natives with an always-online attitude and strong relationship to gadgets and smartphones. The Tray Typer bridges the gap perfectly between the real KFC experience and the world of digital communication.