KFC creates an appetising OOH campaign

Fast-food restaurant brand KFC revealed their new appetising menu in Hyderabad and Chennai with the help of the outdoor medium. The marketing objective was to create buzz amongst the target audience by launching a sensational range at reasonable price, where all products are under an affordable bracket of Rs 49 to Rs.59. The objective of the campaign was to create noise and the wow factor for the product quality and range in the market. The month-long campaign was rolled out to capture youth including students and corporate employees.

The outdoor duties of the campaign were handled by Kinetic India. The KFC campaign was visible on various formats such as billboards, hoarding, mall media, kiosk and transit media in both cities. The media planning for the outdoor campaign was done strategically, keeping the key areas of the two cities in mind. Only the areas with the highest traffic count and footfall were taken to gather the maximum eyeballs and spread the awareness about the new product offerings.

Eye-catchy OOH

To make the outdoor communication more interesting and eye-catchy, different innovative approaches were used which included 3D printing. An innovation was done with the product i.e. Burger, where the burger opened from the centre through a mechanism to reveal the product name and price. Along with this, huge cut-outs of Southern movie star Arya with the WOW products were placed in the middle of the Marina Beach. The cut-out was 10 feet in height and was printed in 3D to become a head-turner.

The agency came across a few challenges to execute the campaign and during the planning as well. Specific areas and sites were recognised and the challenge was to get the same site during the time of the launch period. The innovation which involved the motor moving at the same time as the meter set throughout the day was another challenge.