KFC had launched a new 60” TV ad which was centred on the brand’s many ‘copy-cats’ across the UK. Beyond just using the existing impactful creative, the brand wanted to see what could be done to further engage the target audience in a distinctive way that would help further drive perceptions of quality and drive consideration.
Idea
DCM Studios identified an opportunity for KFC to develop a campaign that contextualized itself to upcoming major releases and help drive customers into restaurants by using DCM’s end-frame technology.
Plan
The content series ran alongside the most highly anticipated films launching in 2019, including Godzilla: King Of The Monsters, Spiderman Far From Home, Once Upon a Time in Hollywood, Joker and Last Christmas. The ad mimicked the look and feel of the upcoming feature, before revealing that it was a tongue-in-cheek imitation, with the core message that the original is always better. Cinemapper, DCM’s cinema proximity & end-frame planning tool to help bring a localised message to this national campaign.
Results
This innovative extension of existing copy worked incredibly well in cinema, landing the key messages and driving key campaign metrics.
+42%
uplift in perceptions of KFC as a 'modern' brand
+32%
uplift in perceptions of KFC as a 'trustworthy' brand
+62%
increase in ad awareness for those exposed in cinema vs. control
+15%
increase in consideration amongst those exposed to the ad in cinema
