KFC India rewards attention deficit consumers for not 'zoning out'

An on-ground activity, conceptualised and executed by Blink Digital, was organised to test concentration levels on a scale of 1-100. Consumers were able to pop open the 'Nashville Treasure Box' if their concentration level hit 100

BestMediaInfo Bureau | Mumbai | February 1, 2017

Click on the Image to watch the TVC.

KFC launched an on-ground activity 'Tele-connect to Nashville' at Mumbai's Growel's 101 Mall on January 30 and plans to roll it out in other cities as well. The campaign was done by Blink Digital.

The activity was to test the concentration power of people. Here's how it worked: All consumers had to do was wear Neurosky – a mind reading headset that monitored their brain activity and analysed their concentration on a scale of 1-100. Consumers were able to pop open the 'Nashville Treasure Box' if their concentration level hit 100.

The legend of Nashville has it that if you challenge your mind and focus your thoughts hard enough, you are sure to be rewarded. True to the legend, KFC had a bunch of surprises in store for consumers. From flight tickets to Nashville (the capital of the US state of Tennessee) to a year's free supply of finger lickin' good chicken, to KFC gift cards or a chance to taste the latest global food trend – Nashville Chicken.

Lluis Ruiz Ribot

Lluis Ruiz Ribot, Chief Marketing Officer, KFC India, said, “The Nashville chicken has a cult-like following across the USA and KFC is the first quick service restaurant (QSR) to bring this USA original recipe to India. We wanted to make the launch as legendary as the product. In this day and age where our attention span is said to be lower than that of a goldfish, 'Tele-connect to Nashville' gave our fans a delicious and rewarding reason to challenge their minds.”

Dooj Ramchandani

Sharing his thoughts on how this idea came, Dooj Ramchandani, Co-founder and Chief Creative Officer, Blink Digital, said, “There was this report which was released by Microsoft, where they mentioned that the human attention plan is less than a goldfish. The attention span of goldfish is nine seconds, while that of human being is eight seconds. We also know that because of digitisation, consumers are suffering low concentration levels. Microsoft's report validated that fact with some numbers to it. Like this, we came up with this idea.”

Ramchandani further said, “A new wave of tech such as facial recognition, brainwave readers and biometric sensing can now discern deeper truths about the hidden self. With 'Tele-connect to Nashville', we were able to shape an experience that helped our consumers connect with facets of their personality that not only brought them closer to the brand but also to themselves.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/KFC-India-zoning-out.jpg

Credits:

Client: KFC

Agency: Blink Digital, India

Chief Creative Officer: Dooj Ramchandani

Art Director: Yogesh Shirke

Copywriter: Jana Colaco

Account Director: Rikki Agarwal

Account Executive: Sana Khan

Product Designer: Mayur Bet and Sumit Gupta

Info@BestMediaInfo.com

Info@BestMediaInfo.com