KFC TV SHOPPING

TitleKFC TV SHOPPING
BrandKFC RUSSIA
Product/ServiceKFC 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
Name Company Position
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.