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Banking on voice marketing, KFC launches “Scream and win” campaign

Developed in partnership with Isobar, one can download the KFC app, click on the ‘Howzzat’ banner on the home screen and shout “Howzzat” as loud as he/she can. The louder you cheer, the bigger the offer.

It’s that time of the year when we are all divided over IPL jersey colours. KFC has launched a campaign with the first-ever voice-activated mega offer on the KFC App - Howzzat! One can download the KFC app, click on the ‘Howzzat’ banner on the home screen and shout “Howzzat” as loud as he/she can. The louder you cheer, the bigger the offer.

Moksh Chopra, CMO, KFC India, said, “We all know how KFC is the perfect companion for cricket matches. And now we’ve taken this partnership a notch, or rather, a few decibels higher. A first for the QSR category, we have introduced an app-exclusive voice-enabled offer that encourages fans to shout ‘Howzzat’. The louder they cheer, the higher the discount. This unprecedented tech disruption is yet another step in strengthening our new App. So, cheer on your favourite teams and ‘Howzzat’ your way to amazing offers on the all-new KFC app.”

Developed in partnership with Isobar, the Howzzat feature is now available on the KFC app up to May 29. Score some extra discounts as you build your order, much like the extras adding up to your team’s score. Throughout the cricket season, consumers can win cash-off discounts of up to 40%.

Aalap Desai, CCO Isobar and Taproot India, added, “Increasingly voice marketing is forming an integral part of any digital marketing communication. While we had fun working on it with KFC, the idea was to ensure consumers have as much fun while ordering their favourite KFC chicken. Using technology, we enabled consumers to use the power of their voice to win discounts – the louder they cheered, the bigger the discount.”

Showing you how it’s done are some KFC and cricket enthusiasts in two interesting digital films out on KFC’s Insta page. The first film opens with a quiet and intense yoga session, which soon changes when a much-excited participant screams ‘Howzzat’ leaving the rest of the class and the instructor in a tizzy. But the cheery participant seems to have attained nirvana, with her scream earning her a discount on the App. In the other film, we witness three friends, one of whom is with a fractured arm and leg and is unable to join the other friends in their celebratory dance. So how does he express his joy?

The films:

Credits:

Heeru Dhingra: CEO, Isobar group

Aalap Desai: CCO, Isobar India & Dentsu Taproot

Rahul Vengalil: Managing Partner

Gurjot Shah Singh: Executive Vice President & National Media Head, Dentsu Webchutney & Isobar

Anadi Sah: Executive Creative Director

Pragati Rana: Senior Vice President, Strategy

Prashant Lodaya: Associate Vice President

Madhura Ranade: Associate Vice President, Branded Content

Rohit Mukherjee: Senior Creative Director

Avinash Tiwari: Regional Head, Tech

Rumi Behramkamdin: Director, Account Management

Piyush Tripathi: Media Director

Ishita Kothiyal: Account Manager, Account Management

Varun Sekar: Manager Brand Strategy

Mayuri Patil: Associate Creative Director

Simble Johney: Group Head, Copy

Nitin Dhumal: Group Head, Art

Shambhavi Pandey: Art Director

Mridha Anand: Copywriter

Sapna Bhatia: Sr Group Head, Branded Content & Partnership

Bhavesh Shahdadpuri: Group Web Developer (Back end), Tech

Amol Gosavi: Lead Web Developer (Front end), Tech

Simran Chugh: Group Head- Media

Girish Menon: Manager- Programmatic Media

Avantika Atul: Sr. Manager- Media

Info@BestMediaInfo.com

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