KFC - SOMETHING RANDOM
Campaign: SOMETHING RANDOM
Brand: KFC
Client: KFC
Lead Agency: MRM // McCann România
Contributing Agencies: UM România | GolinRomânia
Public Case Summary:
After 5 years of continuous sales growth and an aggressive competitor on value in a very fragmented market, it was a challenge to maintain this growth trend. McDonald’s investment in terms of TV was double. They communicate permanent offers throughout the year, while KFC has SOMETHING campaign on value. The battle could not have been won in terms of exposure on TV, but in digital where KFC built a new content strategy: Social Entertainment Channel a novelty on the market.
Team: Monica Eftimie, Chief Marketing Officer - KFC // Gina Zgubea, Senior Digital Marketing Manager - KFC // Monica Douglas, Marketing Director - KFC // Roxana Matasel, Strategic Marketing Director - KFC // Ionela Vacaru, Brand Manager - KFC // Alin Nenciu, Senior Brand Manager - KFC // Tina Cretu, Senior Digital Marketing Manager - KFC // Mariana Serafim, New Product Development Manager - KFC // Ion Cojocaru, Content Director - McCann Bucharest // Laura Catea, Art Director - McCann Bucharest // Cosmin Voicu, Copywriter - McCann Bucharest // Ruxandra Florescu, Regional Account Manager - McCann Bucharest // Dora Boldor, Account Director - UM Romania // Cristian Ene, Senior Digital Planner UM Romania // Luana Paun, Senior Media Planner UM Romania // Andreea Pinzariu, Media Manager - UM Romania // Marina Constanda, PR Director - Golin Romania // Alexandra Ion, Digital Manager - Golin Romania // Ana-Maria Stoica, PR Manager - Golin Romania // Claudia Bodnar, Junior Digital Associate - Golin Romania.
Creative Reel
Images of Creative Work
Instagram stories
KV product
Limited edition t-shirts
OOH
Questo app partnership
Teasing subway
