| Title | DON'T PANIC, MAN! |
| Brand | KFC ROMANIA |
| Product/Service | RESTAURANT CHAIN |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Advertising Agency
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Media Agency
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
Bv Mccann Erickson |
CHIEF CREATIVE OFFICER |
| NIR REFUAH |
MRM//MCCANN ROMANIA |
CHIEF CREATIVE OFFICER |
| CRISTINA TATAR |
MRM//MCCANN ROMANIA |
COPYWRITER |
| MARIA TEODOROF |
MRM//MCCANN ROMANIA |
COPYWRITER |
| VLAD MACARIE |
MRM//MCCANN ROMANIA |
ART DIRECTOR |
| TINA CRETU |
MRM//MCCANN ROMANIA |
ACCOUNT MANAGER |
| GINA ZGUBEA |
MRM//MCCANN ROMANIA |
ACCOUNT DIRECTOR |
| IONELA BUTA |
MRM//MCCANN ROMANIA |
CLIENT SERVICE DIRECTOR |
The Brief
The most panic causing event in a teenager’s life is the lack of online connection. When an online platform crashes the chaos starts.
As a strategy entry point we used the unexpected hunger (which appears when you less expect it and you need to find a time & money consuming solution).
You’re hungry for some more social media? Don’t panic, man! KFC rewards you with free chicken every time a platform stops working. Scan Facebook, Instagram, Tinder all of them once, and see if you can start and enjoy your network break.
Campaign Success
January 27th: Facebook, Tinder and Instagram crash for about 40 minutes, leaving everybody on Twitter outraged, almost crashing this one too.
Apparently, apart from the global crashes that spur conversation, major networks crash almost every day in different parts of the world. And what do people do when these websites go down? What they know best: they panic.
KFC Romania and MRM//McCann Romania monitored all major websites and social networks on www.dontpanicman.ro. Whenever one of the services (Facebook, Tinder, Instagram, Twitter, Gmail, etc..) crashed, the website turned into alert-mode, giving free panic-reducing KFC meals, until services were restored.
Describe the success of the promotion with both client and consumer including some quantifiable results
An ongoing brand platform with real time real time rewards that has been accessed by thousands of Romanians and continues to be used & thousands of free meals were handed when the social networks crahsed. During the campaign, Romanian KFC restaurants received an increase of 30% traffic compared to an average day.
Explain why the method of promotion was most relevant to the product or service
Historically, in Romania, KFC found it impossible to compete with McDonalds Extra Buzz very low price offers. For the first time, last year we were able to match McDonalds value prices by launching, for a limited time only, the ‘5 lei deals” under the “Don’t panic, man!” concept. That proved to be an outstanding success, both in sales and communication awareness.