< Back
1. What Brand objectives and Communication objectives did you set out to meet by this means of
campaign?
Background
The KFC brand has been known for its great tasting food, however the prevailing perception was
that food at KFC is expensive. In order to vanquish this perception, the KFC WOW Price Menu
was introduced. The brand objective was to highlight KFC’s great tasting food at affordable
prices to the consumers.
Opportunity
Since our consumers are spending more and more time on mobile, we wanted to engage with
them in a more meaningful way by taking the “Great taste at WOW Prices” message onto the
mobile medium.
TARGET AUDIENCE
2. Information on the Demo-Graphics and Psychographics of the intended Target Audience.
18 to 24 year old, College-goers
They’ve grown up during the technological & communication boom & are as comfortable in the
virtual world as they are in the real world.
Smartphones are not only their single source of infotainment on the go but also dominate the
way they stay connected, interact and consume content; which they do mostly via apps!
CAMPAIGN DETAILS
3. Briefly describe the ways in which you achieved your outcome, including creative and media
communications strategies and execution.
KFC “WOW @ 25” Augmented Reality App
An Augmented Reality app that allowed users to see what all they could buy at KFC with any Indian
currency note.
Creative Idea
Scan an Indian currency note of any denomination and behold all the KFC WOW menu options that can
be purchased with that amount, on the very note itself!
For instance, scanning a Rs.50 note could throw up the option of a Potato Krisper (@Rs. 25) with a
Mojito Krusher (@Rs. 25) or any other combination of KFC items that amounted to Rs. 50 or less.
But what about denominations less than Rs. 25? The app would ask you to “beg, borrow or steal” to
make up for the deficit amount.
1. What Brand objectives and Communication objectives did you set out to meet by this means of
campaign?
Background
The KFC brand has been known for its great tasting food, however the prevailing perception was
that food at KFC is expensive. In order to vanquish this perception, the KFC WOW Price Menu
was introduced. The brand objective was to highlight KFC’s great tasting food at affordable
prices to the consumers.
Opportunity
Since our consumers are spending more and more time on mobile, we wanted to engage with
them in a more meaningful way by taking the “Great taste at WOW Prices” message onto the
mobile medium.
TARGET AUDIENCE
2. Information on the Demo-Graphics and Psychographics of the intended Target Audience.
18 to 24 year old, College-goers
They’ve grown up during the technological & communication boom & are as comfortable in the
virtual world as they are in the real world.
Smartphones are not only their single source of infotainment on the go but also dominate the
way they stay connected, interact and consume content; which they do mostly via apps!
CAMPAIGN DETAILS
3. Briefly describe the ways in which you achieved your outcome, including creative and media
communications strategies and execution.
KFC “WOW @ 25” Augmented Reality App
An Augmented Reality app that allowed users to see what all they could buy at KFC with any Indian
currency note.
Creative Idea
Scan an Indian currency note of any denomination and behold all the KFC WOW menu options that can
be purchased with that amount, on the very note itself!
For instance, scanning a Rs.50 note could throw up the option of a Potato Krisper (@Rs. 25) with a
Mojito Krusher (@Rs. 25) or any other combination of KFC items that amounted to Rs. 50 or less.
But what about denominations less than Rs. 25? The app would ask you to “beg, borrow or steal” to
make up for the deficit amount.
