Kentucky Fried Chicken (KFC) Case study JOURNEY OF HOPE [video] by Ogilvy Johannesburg

Adsarchive » Case study » Kentucky Fried Chicken (KFC) » JOURNEY OF HOPE [video]

JOURNEY OF HOPE [video]

Pin to Collection
Add a note
Industry Fast food, Charities, Foundations, Volunteers
Media Case study
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Creative Director Mike Martin
Art Director Alexa Craner
Copywriter Irene Styger
Producer Cas Dreijer, Paul Buys, Pakiso Albertus
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Campaign: KFC Add Hope
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: KFC
Product/Service: KFC ADD HOPE
Agency: OGILVY & MATHER JOHANNESBURG, SOUTH AFRICA
PR Manager: Simone Serebro (Ogilvy PR)
PR Manager: Dustin Chick (Ogilvy PR)
Producer: Pakiso Albertus (Ogilvy Johannesburg)
Digital Team: Digital Team (OgilvyOne)
PR Manager: Tarryn Pitchers (Ogilvy PR)
Social Media: Genna Hansen (Social@Ogilvy)
Composer: Dave Waugh (Freq'ncy)
Sound Engineer: Shane Renew (Freq'ncy)
Production Manager: Willem Van Der Walt (Mushroom Productions)
DOP: Brad Devine ()
Producer: Cas Dreijer (MEC Access)
Producer: Paul Buys (MEC Access)
Director/Editor: Johan Vorster (Happy Handgrenade)
Senior Planner: Gabi Kuhn-Bernstein (Ogilvy Johannesburg)
Group Director: Lauren Mcinnes (Ogilvy Johannesburg)
Copywriter: Irene Styger (Ogilvy Johannesburg)
Art Director: Alexa Craner (Ogilvy Johannesburg)
Creative Director: Mike Martin (Ogilvy Johannesburg)
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Results and Effectiveness
Add Hope donations peaked at just over ZAR12 million for the year – a ZAR3 million improvement on the year before and ZAR5.5 million on the year before that. The event drew over ZAR7 million worth of media attention, a return on investment of 1:34 (where the local industry norm is 1:3). Research noted a 31% increase in public perception among Quick Service Restaurant users that KFC is a brand that gives back.
Creative Execution
From the briefing stage, the media and creative teams were seamlessly integrated and worked on bringing the idea to life in a way that best protected its integrity. The Journey was ultimately a stunt that, due to its true-life nature was best captured as a series of 6 3-minute weekly episodes on national television. The main event was supported by radio, advertorials, online and a thorough PR strategy.
Insights, Strategy and the Idea
The 2012 Add Hope campaign needed to create awareness and understanding of the plight and the initiative amongst South African consumers, and in this way build brand love.
The target audience was immense, ranging from high to low income consumers, who although familiar with the mother brand of KFC, have limited awareness of the Add Hope initiative.
For most people, real hunger is not something they can easily relate to. We packaged the cause in a way that they could. We showed them what happens to the human body when starved and then fed.