KFC BUCKETful of Surprises
Students Kancil Awards 2014 Submission
The team: Stephanie Yeoh Pei Yee, Shim Poh Ling, Lee Hui Ru,
Low Yee Wen, Low Ching Hong & Ho Shiau Huai.
Low Yee Wen, Low Ching Hong & Ho Shiau Huai.
The Brief
KFC is a boring and ‘family type’ brand. The youth still love our fried chicken but do not see KFC
as a place to hangout. The task is to inspire the youth to hangout at KFC.
as a place to hangout. The task is to inspire the youth to hangout at KFC.
Idea
KFC is famous for its fried chicken and the iconic bucket. The youth love good food, fun games,
excitement and surprises. So we package all of these into KFC’s bucket and named this campaign
‘KFC, Bucketful of Surprise’.
excitement and surprises. So we package all of these into KFC’s bucket and named this campaign
‘KFC, Bucketful of Surprise’.
Strategy
To really convince the T.A. that KFC is full of surprises, we utilize the versatility of the bucket.
From the launching event to collectible and promotional items, games, apps, furnishing, employee uniform, contests etc., everything is about the KFC bucket and the surprises it can offer.
From the launching event to collectible and promotional items, games, apps, furnishing, employee uniform, contests etc., everything is about the KFC bucket and the surprises it can offer.
By constantly linking KFC’s bucket to pleasant surprises, KFC will be perceived as a happening and
cool brand. Through the ‘Bucketful of Surprise’ campaign, KFC promises to deliver a whole lot of surprises, making youngsters want to hangout at KFC.
cool brand. Through the ‘Bucketful of Surprise’ campaign, KFC promises to deliver a whole lot of surprises, making youngsters want to hangout at KFC.
Pre-launch
To launch this campaign, we need to show just how surprising the KFC bucket can be. We begin by spreading an anonymous teaser about a chicken rain amongst our target audience (T.A.) 3 days before
the launch. The news is spread through Whatsapp/WeChat messaging, a radio segment
and webpage takeover. The hype created attracts the T.A. to look out for and anticipate our launch.
the launch. The news is spread through Whatsapp/WeChat messaging, a radio segment
and webpage takeover. The hype created attracts the T.A. to look out for and anticipate our launch.
‘Bucketful of Surprise’ Campaign Launch
On the day of the launch, the T.A. receives an unexpected surprise: chicken coupons rain down from
KFC’s gigantic bucket hot air balloon. The coupons offer freebies such as fried chicken, chicken nuggets, chicken staplers and best of all, surprise buckets. The T.A. are then drawn into the nearest
KFC outlet to redeem their coupons. The launch debuts the bucket as the new icon of KFC’s surprises.
KFC’s gigantic bucket hot air balloon. The coupons offer freebies such as fried chicken, chicken nuggets, chicken staplers and best of all, surprise buckets. The T.A. are then drawn into the nearest
KFC outlet to redeem their coupons. The launch debuts the bucket as the new icon of KFC’s surprises.
KFC’s Bucket Challenge - Augmented Reality
KFC’s Bucket Challenge is a fun and playful twist on the popular ALS Bucket Challenge.
The ice water is switched with something more unexpected, surprising and rewarding.
An Augmented Reality (AR) screen will be set up in selected outlets, where those who won
the game app can try their luck and get more freebies.
The ice water is switched with something more unexpected, surprising and rewarding.
An Augmented Reality (AR) screen will be set up in selected outlets, where those who won
the game app can try their luck and get more freebies.
KFC’s Bucket Challenge - Model
If budget allows, an 8-foot tall KFC Bucket Challenge model will be built and it will tour selected outlets. The model will be transported on a trailer truck, grabbing attention on the streets and creating talkability. The T.A. will also be able to track the location of the truck to follow its activities. The youth will enjoy sharing their new experience via social media and watch other people’s exciting moments on KFC’s TV. KFC’s Bucket Challenge truly delivers surprises, excitement and rewards
Bucket-Themed Outlet
To further enforce the idea of KFC as a Bucketful of Surprises, outlets will be refurnished with bucket lamps, bucket seats, bucket deco and bucket games. This new look is fresh, playful and trendy, making KFC a cool place for the youth to hangout.
KFC’s bucket is so much more than just a fried chicken container. The bucket can be redesigned
to fit different celebrations, used as contest themes, made into tons of cute and exciting collectible items etc. ‘Bucketful of Surprise’ is definitely not a short-term campaign, it has the potential
to be KFC’s permanent marketing direction.
to fit different celebrations, used as contest themes, made into tons of cute and exciting collectible items etc. ‘Bucketful of Surprise’ is definitely not a short-term campaign, it has the potential
to be KFC’s permanent marketing direction.
