| Title | KFC IKEA |
| Brand | KFC |
| Product/Service | KFC |
| Category |
G05. Cultural Insight |
|
Entrant
|
PS21 Madrid, SPAIN
|
|
Idea Creation
|
PS21 Madrid, SPAIN
|
Credits
| Víctor Blanco |
PS21 |
Executive Creative Director |
| Patricia Medeiros |
PS21 |
Head of art |
| Sergio Hernández |
PS21 |
Account Director |
| Alejandro Pere |
PS21 |
Creative Director |
| Alfonso Moreno |
PS21 |
Copywriter |
| Gonzalo Cordero |
PS21 |
Art Director |
| Gema Díaz |
PS21 |
Copywriter |
| Blanca Otero |
PS21 |
Account Executive |
| Gonzalo Rodríguez |
PS21 |
Art Director |
| Pilar Llorente |
PS21 |
Account Executive |
| Stefano Marchesini |
PS21 |
Social Media Manager |
| Guillermo Fernández |
PS21 |
Community Manager |
Why is this work relevant for Media?
We repurposed a single local directional billboard into a notorious opening campaign.
Background
KFC newest restaurant in Majorca was located in a newly developed area with unknown street names and nomenclature. The only reference point was the nearby IKEA.
We needed a directional billboard to drive traffic into our restaurant.
Describe the creative idea / insights (30% of vote)
We planted a billboard and disguised our brand into an IKEA billboard by borrowing the Swedish brand visual cues in order to make the signage simpler, notorious, and more memorable.
Describe the strategy (20% of vote)
We relied on the local insight that small business located neaby an IKEA use it as a reference point when describing their address Eg: (1473 Oak ST, 500 mts next to IKEA)
Describe the execution (20% of vote)
We redesigned our logo and borrowed IKEA's yellow and blue isotype along with a copy "YOU KNOW WHERE TO FIND US" and planted a directional billboard on Majorca's main highway.
List the results (30% of vote)
+23% in sales after launch
Sales records two weeks in a row
1.6 Millon Media impressions
78K Interactions
200% increase KFC searches in Majorca
Please tell us about the cultural insight that inspired the work
In Spainish villages it is very common to define address based on references points, rather than address (the church, the gas sation or a school are por precise that 'Main Street') Base on that cultural behavior to planted our billboard.