Kentucky Fried Chicken (KFC) DM KFC GLOVE DM by Shanger Digital Technology


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Industry Fast food
Media Direct marketing
Market China
Agency Shanger Digital Technology
Creative Director Eric Chen
Art Director Jway Yuan
Released August 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: KFC
Business Director: Johs Hsu (Shanger Digital)
Creative Director: Eric Chen (Shanger Digital)
Account Director: Mika Mu (Shanger Digital)
Art Director: Jway Yuan (Shanger Digital)
Copy Director: Cloe Chiu (Shanger Digital)
Account Manager: Ruby Hsueh (Shanger Digital)
Account Executive: Sheila Hsu (Shanger Digital)
Media placement: Internet Banner - Yahoo! News - 8th August 2011

Describe the brief/objective of the direct campaign.
‘Roasted chicken’ is famous in Taiwan night markets, restaurants and food courts, however, ‘roasted whole chicken’ became distinctive and disappeared in the fast food chain stores.
KFC decided to re-launch ‘roasted whole chicken’ in August 2011. KFC hoped to increase professional chicken cookers’ fame with new trend in ‘roasted whole chicken’ to lead the brand position and elevate the sales profit.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a special DM to touch our targets.
We traded the gloves as DMs, attached coupons and let people get them on the street. The Glove DM was printed with ‘A secret chicken is coming back on 8/29’ and the website address.
Many youngsters were surprised by the glove forms and like to share photos on social media, therefore, more recognitions are gained by people. They can understand ‘What product is coming back?’ immediately even without product name and pictures printed on the glove DM.

Explain why the creative execution was relevant to the product or service.
We usually need a knife and fork to share a whole chicken. However, Taiwanese enjoy ‘roasted whole chicken’ in a more wild and joyful way; a bunch of people, wearing plastic gloves, tear down chicken meat with fingers nibbling and sharing, therefore, Taiwanese also name the process as ‘Hand Tearing Chicken’.

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.
●10,000 Glove DMs are taken in 5 hours
●Unique visitors of website (B-O-E):
-45% visitors come from bought media, (54,000 visitors. Budget: US$30,000 ).
-2% visitors come from KFC Official Site and member eDM, (24,000 visitors. Budget: US$2000)
-43% visitors come from Glove DM and Social Media. (51,600 visitors. Budget: US$5,000)
●The product sales amount is 100% higher than expected