KFC is asking celebrities across China to compete against each in a bid to promote 15 drinks and dishes on KFC's new menu.
The celebrity promoters will each market a set of items linked to their persona, by appealing directly to their vast fan base in every corner of the country through social media.
The promoter who engages with the highest number of fans online through ‘likes’ for their respective menu items will win the challenge.
Following an online teaser video, two more videos that introduce the celebrity promoters and the new menu will go live on television and online via the campaign website, banner ads and KFC’s official weibo account.
Fans can enter a virtual store on the campaign site to learn about the products, play games, comment with fellow fans, and ‘like’ their favorite celebrity promoter’s products.
“Since our early days in China, KFC has been at the forefront of innovation in the food industry. Our newly revamped menu is the latest chapter of our growing relationship with Chinese consumers,” commented Milind Pant, president and COO of Yum! China.
Graham Fink, CCO of Ogilvy & Mather China, the agency behind the campaign, added that the latest campaign marked an ambitious new stage for KFC.
"Digitally savvy, socially interactive, ambitious in scale, aspirational yet approachable…the campaign itself is a reflection of the ever-evolving Chinese consumer.”
The campaign will run for nine weeks.
Client: KFC China
Project title: Celebrity Promoter Challenge
Brief: To raise awareness and anticipation around KFC China’s newly revamped menu and drive customers
to the store to try the 15 items.
Creative agency: Ogilvy & Mather Advertising, Shanghai
Chief creative officer: Graham Fink
Head of digital: Fei Wei
Creative group heads (Digital): Mars Lu, Hua Ye Wei
Senior copywriter (Digital): Li Tie Xin
Production managers (Digital): Vincent Lin, Leo Zhang
Creative director (Social Media): Sonic Zhao
Copywriter (Social Media): Ping Di
Group creative director: Wendy Chan
Associate creative director: Liu Che Liang
Senior art director: David Chen
TV producer: Tommy Pang
Account management: Henry Ho, Christopher Wu, Yoku Lau, Yu Hong, Lisa Zhu, Fiona Li, Helen Qian, Wendy Gong
Managing director: Martin Murphy
Exposure: TV, online, print, outdoor, in-store signage, social media, offline events