‘Just One More’ Never Felt So Right
The ask:
To create hype and induce cravings for the return of KFC’s famous chicken skin while promoting its new spicy flavour.
The solution:
Since the pandemic forced everyone to be stuck at home and binging more Netflix shows, we positioned KFC Chicken Skin as the perfect binge-worthy snack to accompany you. The main message of the campaign was to encourage people to stop fighting their urges and just keep binging.
To start drumming up the hype, we created a teaser poster for KFC’s Chicken Skin much like those released by Netflix when teasing the new season of a popular series.
We then created a trailer for the ‘new season’ of KFC Chicken Skin, paying homage to how popular the previous seasons were.
To continue creating hype, and encourage KFC Singapore’s followers to grab their KFC Chicken Skins before it’s too late, we created an engagement that asked them to do just that.
To sustain interest in the product, we created a fun Instagram Story engagement, which mocked the “next episode” prompt on Netflix. After tempting our audience, we then test if they were paying enough attention to each frame to win themselves free KFC Chicken Skins.
Although this engagement was organic, and only lasted for 24 hours, it garnered a total of 40 participants.
When the Chicken Skins inevitably sold out, we not only announced it on social, but also created an opportunity to thank the #KFCFriedFam for their support in a Netflix-style credits sequence and sneak a little teaser to KFC’s upcoming new product launch.
CREDITS
Creative Director: Mark Ong
Copywriter: Hazwan Norly
Art Director: Trang Dang, Felicia Yap
Photographer & KV DI Artist: Nik Voon
Food Stylist: Felicia Yap