Case Film

Presentation Image

Title	RICH KIDS OF INSTAGRAM
Brand	KFC ROMANIA
Product/Service	RESTAURANT CHAIN
Category	B01. Fast Moving Consumer Goods
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
CARMEN BISTRIAN	Bv Mccann Erickson	PR MANAGER

The Campaign

The new KFC campaign challenged youngsters to take a stand, show the world that you don’t have to be swimming in cash to be rich in happiness. We decided to troll the ones who have most money, the rich kids of Instagram, teens that became internet famous for flashing their possessions. All Romanian teens had to do was to recreate the rich kids photos with their budget surroundings and props, upload it on our generator and get shared on all KFC social media. In just days, our hashtag #littlemoneybigfun took over Facebook and Instagram with hundreds of photos where diamonds were replaced by diamond tattoos, lions by cats, infinity pools with inflatable ones and private jets with toy planes. The campaign was picked by hundreds of media publications and generated other online trends mocking the richkids: #littleparishilton and #richdogsofinstagram and got a response from the rich kids of Instagram.

The Brief

The new KFC campaign challenged youngsters to take a stand, show the world that you don’t have to be swimming in cash to be rich in happiness. We decided to troll the ones who have most money, the rich kids of Instagram, teens that became internet famous for flashing their possessions. All Romanian teens had to do was to recreate the rich kids photos with their budget surroundings and props, upload it on our generator and get shared on all KFC social media.

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

The Strategy

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.