A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
K-01-17. KFC Basket
| Agency | Hungry Boys |
| Creative head | Vlad Sitnikov |
| Author of idea | Konstantin Kuprianov |
| Product | KFC Basket |
| Description | While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it. So we re-invented the "Baskethead" meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme. Results Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC's Basket after the campaign has grown by 50 %. execution The insight was "when I have fun with my friends, everything we do should be fun". We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia. The application link vk.com/app3968952_304645?ref=8 |
| Advertiser | YUM! Brands Russia (KFC Russia) |
| Team members | Team Yum Brands Peter Rozanski, Director of Marketing and Advertising Sergei Proshakov Manager for Interactive Marketing Tatiana Nazina, Brand Manager MDK Roberto Panchvidze, creative director Dmitry Aladyshev, creative, concept Oleg Feduschak, account manager Ekaterina Sergeeva, SMM-strategist HUNGRY BOYS Vladilen Sitnikov, creative director Konstantin Kupriyanov, creative group head Liubov Chubataya, account manager |
