| Title | KFC TV SHOPPING |
| Brand | KFC RUSSIA |
| Product/Service | KFC CHICKEN BASKET |
| Category |
E01. Social Business & Commerce |
|
Entrant
|
RODNYA CREATIVE PR STUDIO Moscow, RUSSIA
|
|
Idea Creation
|
RODNYA CREATIVE PR STUDIO Moscow, RUSSIA
|
|
Idea Creation 2
|
AILOVE Moscow, RUSSIA
|
|
Media Placement
|
RODNYA CREATIVE PR STUDIO Moscow, RUSSIA
|
|
Media Placement 2
|
AILOVE Moscow, RUSSIA
|
|
PR
|
RODNYA CREATIVE PR STUDIO Moscow, RUSSIA
|
|
Production
|
ZEBRA HERO Moscow, RUSSIA
|
Credits
| Serafima Gurova |
RODNYA |
CEO |
| Julia Striganova |
RODNYA |
Head of product |
| Nikita Belov |
RODNYA |
Media manager |
| Margarita Kraskovskaya |
AILOVE |
Branded Communications Director |
| Natalia Ushakova |
AILOVE |
Creative Projects Director |
| Andrey Paukov |
ZEBRA HERO |
Director |
| Julia Frolova |
ZEBRA HERO |
Screenwriter |
| Artem Tsaregorodtsev |
ZEBRA HERO |
Creative Producer |
| Anna Bokina |
ZEBRA HERO |
Creative Producer |
Background
In 1957 KFC launched chicken basket. It has changed a lot since then, so to celebrate the anniversary of this legend the brand produced a limited amount of steel baskets in original design.
They were sold in restaurants in addition to the standard chicken, but people were not getting it: why do you need your own basket to go to KFC? The point that it gives you a 30% discount on chicken for the rest of the year didn't seem to help...
Describe the strategy
For those, who love KFC chicken so bad they can eat a whole basket alone, we turned the communication upside down. We were not selling chicken; we were selling the way of consumption. A souvenir.
It's more than just an empty chicken basket that you can bring to KFC to get a discount on chicken wings.
In 1957 KFC launches its most famous format – chicken basket.
In 1982 the first ever TV shopping channel appears. Home shopping becomes familiar and gains lots of fans.
There's nothing new in these things, but still in 2018 hundreds of thousands of people were watching an empty chicken basket for a solid hour during a live stream of KFC TV Shopping Channel on brand’s social media page.
It's an old-school e-commerce!
Describe the execution
We announced our activation in social media. We used the real TV Shopping studio and TV hosts, they were joined by a famous comedian as their guest. It was a live stream, with just 10% of the content recorded before the stream.
List the results
Audience reach: 8 124 708 people
53100 site visits
2447 baskets sold - It was a complete sold out!
Total number of organic views during and after the stream: about 3 500 000.
What we planned to be a funny brand activation turned out to be a huge viral hit. The show gained its own fans who demand it to be continued.