KENTUCKY FRIED CHICKEN (GREAT BRITAIN), GERMAN BRANCH
Product/Service
TRAY TYPER
Category
I03. User Experience
Entrant Company
SERVICEPLAN Munich, GERMANY
Advertising Agency
SERVICEPLAN Munich, GERMANY
Advertising Agency 2
PLAN.NET Munich, GERMANY
Credits
Name
Company
Position
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
Tom Meifert
Serviceplan
Creative Director
Creative Execution
The Tray Typer was handed out with every order during the opening week of new KFC restaurants. Because more than 90% of the today used smartphones are equipped with Bluetooth no additional app or software was needed. Once connected, the Tray Typer gives the user almost full control over her/his smartphone and easy access to any of her/his favorite communication channels and platforms.
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.
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 tool that is integrated right in the heart of the KFC experience and gives hands-free access to any Bluetooth-enabled mobile device.