Conceptualised by Blink Digital, the brand introduced a limited edition of 5-in-1 -- I Box where customers were offered a personalised toy along with the meal
BestMediaInfo Bureau | Mumbai | March 23, 2017
Have you thought of seeing yourself as a toy, a mini you? KFC came up with a unique marketing campaign for the launch of the all-new 5-in-1 Longer Meal Box. Customers were given a mini version of themselves at KFC outlets -- a special three-dimensional technology was used to make those toys. As part of the campaign conceptualised and executed by Blink Digital, the brand introduced a limited edition 5-in-1 -- I Box. For the first time, customers received a personalised toy that was bespoke, making it highly exclusive.
This campaign was a direct take on other QSRs (quick service restaurants), which also give goodies along with meal boxes.
As part of the campaign, KFC along with the Blink Digital team did an activation on March 21 where the first 50 customers to the store were surprised with the mini toy of themselves.
To promote the campaign, the brand also came out with a video depicting how the mini versions of people were created. The campaign was initially launched in Delhi, followed by Mumbai and Bangalore.
Dooj Ramchandani, CEO and Creative Director, Blink Digital, said, âThere are two consumer truths that have come out from our research -- one is exclusivity and the other is personalisation. We wanted to do something cool that tapped into both of them.â
After a research the agency found that offering toys with meals was a good way for QSR brands to connect with their audience. The toys currently provided by QSR brands were neither exclusive nor could they be personalised, and broadly appealed to kids only. KFC wanted to create something that could be relevant to kids and the youth.
Ramchandani further added, âSo the I-box was born where people could create a mini version of themselves that would be exclusive to them. Think of it as a selfie coming to life!â
Lluis Ruiz Ribot, CMO, KFC India, said, âAfter bringing in the KFC 5-in-1 Longer Meal Box, we wanted to push the boundaries on the traditional QSR meal even further and wanted to reward our consumers with something fun and distinctive, and that is how the idea was born. Toy collectibles are passe and so are selfies. The KFC I-Box takes things to a whole new level, the smart Toy is unique, personalized and a mini-you.â
Ramchandani also said, âFor the exclusivity seeking consumer, itâs hard to beat an experience that is truly bespoke. With the 'I-Box' we are using technologies like 3D printing that will enable consumers to put a personal stamp on their 'KFC 5-in-1 Longer Meal Box' by creating a mini version of themselves."
Agency: Blink Digital, India
Chief Creative Officer: Dooj Ramchandani
Copywriter: Jana Colaco
Account Director: Rikki Agarwal
Account Executive: Sana Khan
Product Designer: Mayur Bet
Director: Faraz Ali
Production House: Spotlight
Producer: Imitiaz Khan