Kentucky Fried Chicken (KFC) DM BREAKFAST ANGEL by J. Walter Thompson Shanghai

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Industry Fast food
Media Direct marketing
Market China
Agency J. Walter Thompson Shanghai
Executive Creative Director Elvis Chau, Yang Yeo
Creative Director Fei Wei
Art Director Kevin Huang
Copywriter Simen Lv
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: KFC
Product/Service: FAST FOOD
Date of First Appearance: Sep 13 2010
Entrant Company: JWT SHANGHAI, CHINA
Entry URL:
Executive Creative Director: Yang Yeo/Elvis Chau (JWT)
Creative Director: Fei Wei (JWT)
Art Director: Kevin Huang (JWT)
Copywriter: Simen Lv (JWT)
Client Service: Johan Wong/Gavin Hu/Guan Bin/Yvone Li (JWT)
Animator: Loud Digital
Media placement: Social Network - - 2010/9/13

Describe the brief/objective of the direct campaign.
Was the target audience drawn from existing customers, or new customers?
KFC as a new comer to the breakfast market, our goal is to recruit new customers.

What was the strategy of the campaign?
In 2010, KFC entered breakfast market in China. After research, we found a simply truth:
Everyone is cheap. The average breakfast price in China is 2 RMB, and the price of KFC breakfast is 6 RMB. We need something else. And after discussion, we decided to sell care.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created 8 breakfast angels on KFC FrontPage on Kaixin(China’s fackbook.)
You can send a breakfast anonymously to the people your care in the morning
And when he opens the gift, he will be able to guess who send this from four of his friends. He makes the right choice. We deliver you both a real breakfast in KFC for free.

We expect to win some hearts by delivering breakfasts by angels then transform into sales.

We started with sending out ‘Breakfast Angels’ to KFC fans on Kaixin001(China’s Facebook). Then the viral effect start to do the rest of the job. Every time you send out a ‘Breakfast Angel’, four of your friends will be informed(it is the game mechanism).

Explain why the creative execution was relevant to the product or service.
We used human behaviour on SNS, basically everyday you go to work in the morning, turn on your computer, and log into your facebook. The day begins, with lots of work, so it would be very comforting if someone gets up early and send you a breakfast in the morning. And to make the mechanism more fun by delivering the breakfast anonymously. If it successes, our KFC breakfast angels will be popular, the preferences of the brand will also be naturally built up.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In less than two months, 18,186,260 people visited KFC angels’ fanspage.
5,600,021 angels have been sent out.
KFC angels become the most talked key words on Kaixin in the first two weeks.