SNACKS PARLOTONES by Ogilvy Johannesburg for Kentucky Fried Chicken/KFC

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SNACKS PARLOTONES

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Industry Confectionery & snacks, Snacks, Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Director Jeanna Theron, Erik Van Wyk
Executive Creative Director Fran Luckin
Art Director Robyn Bergmann, Renier Zandberg
Copywriter Stephanie Van Niekerk, Taryn Scher
Producer Lisa Wides, Loraine Smit, Melina Mcdonald
Editor James Filbry, Johnny Scarlet
Released December 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: KFC
Product/Service: SNACKS
Agency: OGILVY JOHANNESBURG
Date of First Appearance: Dec 11 2009 12:00AM
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Fran Luckin (Ogilvy)
Art Director: Robyn Bergmann (Ogilvy)
Art Director: Renier Zandberg (Ogilvy)
Copywriter: Stephanie Van Niekerk (Ogilvy)
Copywriter: Taryn Scher (Ogilvy)
Director: Erik Van Wyk (Bouffant)
Director: Jeanna Theron (Bouffant)
Producer: Melina Mcdonald (Bouffant)
Producer: Lisa Wides (Ogilvy)
Editor: Johnny Scarlet
Editor: James (Left)
Advertiser Supervisor: Nonhlanha Hlatswayo (KFC)
Account Director: Katinka Slabbert (Ogilvy)
Producer: Loraine Smit (Bouffant)
Media placement: TV - Etv, M Net, SABC - December 2009
Media placement: Music Video - MTV - December 2009

Describe the objective of the promotion.
KFC is a much-loved family brand in South Africa, but we needed to establish it as a ‘cool’ snacking destination for students. To achieve this we needed to create awareness about KFC’s new range of snacks, whilst speaking to students in a manner they could really relate to.

Describe how the promotion developed from concept to implementation
Our big idea was ‘When inspiration hits, who has time to stop?’ To bring this idea to life we collaborated with the Parlotones, SA’s biggest band and sponsored the biggest SA music video – without branding. On the set of the video we put students to work, fed them KFC snacks and caught them literally eating on the go. This footage became our TV ads. To further entrench the link between the band and brand we created Parlotones snack boxes and supported them in-store, on air and outdoor. We invented an inspired, star-struck fan to keep the inspiration message going.

Describe the success of the promotion with both client and consumer including some quantifiable results
Not only did we sell snacks, we got people talking. National blogs, newspapers and network sites were buzzing, generating over R2 million in free media coverage. The project was picked up by the media and featured on local entertainment and variety shows. On mobile we received 18% more views than we had anticipated. And the music video has since been picked up and aired on SA’s top Music channel, MK and MTV Europe. We also succeeded in firmly establishing KFC as a ‘cool’ snacking destination.

Explain why the method of promotion was most relevant to the product or service
Our insight was that students are often so caught up in living life to the fullest and expressing themselves that they don’t make time for proper meals. We expressed this with the line, “When inspiration hits, who has time to stop?’ But we realised that if we wanted credibility with this rather cynical audience, we needed to do something really inspired. For real. And what’s more inspirational than SA’s biggest music video? Our ads had an authenticity about them. They were slices of backstage life and showed the students, eating, playing around and having fun in ways only students know how.