KFC HOME OF MOVIES by Initiative for Kentucky Fried Chicken/KFC

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KFC HOME OF MOVIES

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Industry Fast food
Media Promo & PR, Case study
Market United Arab Emirates
Agency Initiative
Released September 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: AMERICANA, KUWAIT FOOD COMPANY
Product/Service: KFC HOME DELIVERY SERVICE
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: INITIATIVE, Dubai, UNITED ARAB EMIRATES
Regional Marketing Director: Hesham Tahssin (Americana)
Account Manager: Samira Ebrahim (Initiative)
Digital Supervisor: Belal Marwan (Initiative)
Media Buying Manager: Ashfaq Hakim (Intiative)
Media placement: TV Campaign - MBC Group - 15th September 2009
Media placement: Competition Promo - MBC Group - 15th October 2009
Media placement: Print Insertion - Communicate - 15th October 2009
Media placement: Outdoor Campaign - Arabian Outdoor - 15th October 2009

Results and Effectiveness
In less than 3 months, KFC sold 11,00,000 KFC Movie buckets across the region, with a high proportion coming from consumers in Saudi. In addition they achieved double digit growth versus the same period in 2008. With the backing of a partnership with MBC Group, more than 22,000 SMS were received for the KFC Home of Movies in-home cinema competition on TV. KFC’s premiere movies were aired in the Middle East ahead of any other channels globally each achieving an average rating of 8, a first for MBC Max!

Creative Execution
Partnering with the MBC Group, we created the ‘KFC Home of Movies’ platform to bring the biggest premiere movies (including Twilight & Slumdog Millionaire) to the Middle East, free to air! A new product was created – 'the KFC Movie Bucket' specifically for the home delivery offering. We created an on-air/ instore competition to “Win the ultimate home cinema package”. A competition promo was created by MBC (FOC) showing a family sitting down to watch our première movies in the ultimate cinema environment, the VO offers the viewers an opportunity to win this home cinema environment. Just before the movie starts their KFC Movie bucket is delivered. With 2500+ tailored TVCs, KFC owned all ad breaks around the movies. In addition, a full TTL campaign (Mupis, delivery leaflets, POS, Radio, Print & digital) was used to build awareness for the ‘KFC Movie Bucket & Home of Movies’ platform.

Insights, Strategy & the Idea
In the continuous battle with its key competitor McDonald’s, we decided it was time for KFC to go back to basics; what did KFC have that McDonald’s didn’t? A meal to be shared amongst friends – the famous bucket & home delivery. The bucket hadn’t been communicated in over 8 years, so it was about time we reminded people about KFC’s greatest asset! Insight: With cinemas banned in Saudi, those that can afford it, replicate the cinema environment in their homes, taking the in-home experience of watching movies to a new level. They invest in huge HD screens, surround sound, blu-ray… At every gathering, food delivery is a must! The idea was to bring this experience to the masses and intrinsically link KFC with the in-home cinema experience