Blink Digital devises a 'confidential' digital campaign for KFC
KFC takes a new route by creating a 'confidential' digital campaign, for its soon to be launched product. The brand has launched a new website KFCConfidential.com which allows a consumer to access it for only 30 seconds
BestMediaInfo Bureau | Mumbai | December 17, 2015
Creating a buzz for its soon to be launched product, KFC along with Blink Digital has taken an innovative route with an aim to create something different and innovative, creating a departure from the usual route. They have launched KFCConfidential.com which is an exclusive website that can be accessed only by one person at a time, for 30 seconds only.
The website is created for the launch of KFC's new product which is yet to be announced. 150 visitors who access the website will stand a chance to win private passes to KFC's exclusive pre-launch event slated this week.
The agency conceptualized this innovative approach, keeping in mind the market trends and consumer engagement habits. The idea of a 'secret supper invitation' for something yet to be introduced was daring, innovative and found an instant connect with the consumers.
Dooj Ramchandani, Co-Founder & Creative Director, Blink Digital, said, “We are committed to delivering campaigns that are driven by deep human truths. As experiences are becoming increasingly ubiquitous, consumers are on a constant lookout for newer ways of engagement.”
“With KFC Confidential, we followed a philosophy of 'less is more'. Instead of bombarding consumers with product advertisements, we decided to keep this campaign aspirational and use a pull approach rather than a push one. The website has no product images; in fact, it doesn't even have the product name. The response it has received so far has been tremendous,” he added.
The idea came up through a simple observation that consumer indifference is a challenge for most brands. Explaining further, he said, “YouTube pre-rolls and display advertising have become a blind spot for most consumers. We wanted to come up with a solution for this, where we created a campaign that had a pull effect rather than a push one.”
The brief given by the client was simply to create awareness for their new product which is slated to launch soon. On asking what impact would it have on the consumers, Ramchandani said, “The attention deficient consumers who skip ads in 5 seconds have waited upto 70 minutes on KFCConfidential.com - This clearly shows that the consumer is ready to listen to and engage with a brand that has a unique experience to offer.”
The website has already recorded over 28,000 users waiting in line for over 5,100 hours to access the website - the maximum time spent waiting by a single user currently stands at 70 minutes at the time for drafting this release.
Credits:
Client: KFC
Digital Agency: Blink DIgital
Managing Director: Dooj Ramchandani
Campaign Elements: http://kfcconfidential.com
National Creative Director: Dooj Ramchandani
Creative Team: Dooj Ramchandani, Yogesh Shirke, Jana Colaco
Servicing Team: Rikki Agarwal, Sana Khan
Development team: Sam Naikwade, Sumit Gupta