| Title | TRAY TYPER |
| Brand | KENTUCKY FRIED CHICKEN (GREAT BRITAIN), GERMAN BRANCH |
| Product/Service | TRAY TYPER |
| Category |
A04. Use of Merchandising/in-Store Experience |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
PLAN.NET 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 |
The Brief
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 is impossible to use a smartphone without leaving a greasy fingerprint on the touchscreen. The Tray Typer solves this multi-tasking-problem right in the center of the KFC user experience.
Campaign Success
The execution was fully integrated both into the course of action at the KFC restaurants and into the known user journeys of our main target audience. After implementing the keyboard seamlessly into the tray liner and creating a relevant and vibrant design, KFC handed out 1,000 Tray Typers during the opening week of three newly opened restaurants. Because of the campaign’s success, KFC plans a second run of it.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The KFC Tray Typer was handed out with every order at newly opened KFC restaurants as a promotional item. The smart paper tray both enabled and activated the customers to word-of-mouth advertising as they can enjoy and share a taste of the fingerlickin’ good food at the same time.