Our aspiration was to describe our taste that comes from our secret recipe, with a TVC, and contribute to conversion by making viewers desire the taste and take action instantly.

In our 42 second film, we told the story of how one KFC bite can take you to a completely different world. We supported this story with our Taste Choir, who was exuberating with each bite, and Demet Akbag’s storytelling, whom we are familiar with from the award-winning movie “Kis Uykusu“ by Nuri Bilge Ceylan. We aired the film at 21:00 on 6 national TV channels. The young character eating KFC in our film received an SMS. At that exact moment, we sent an SMS to 260.000 people as well as 12.000 PNs to “Fastfood Lovers” targeted customers. In that message we shared the news of “1 free Zinger Burger for each order within in 24 hours.”

As an established QSR brands, we wished to describe our taste in a way that’d attract our target audiences’ interest. We told the story of a young man’s joyful bites of tasty chicken and his transition to a different world with the help of our Taste Choir and achieved this through one of Turkey’s leading actresses, with her distinctive and interesting tone. What’s more striking is that the viewers received an SMS with an irresistible offer, simultaneously with the message sound in our TVC. We took the risk of launching the communication campaign and bet restaurants would re-open on March 1st, while at that moment they were closed due to COVID-19 restrictions, no certain re-opening date was announced and competition brands were silent. Indeed, when restaurants opened on March 1st, we had the highest Share of Voice on TV amongst competitors, and dominant presence with strong digital and OOH plans.

We created a 42-second film with famous actress Demet Akbag, whom we’re familiar with from Nuri Bilge Ceylan’s movies, the Taste Choir whose attire resembling the famous KFC Colonel, and a young actor eating delicious KFC food in a very appetizing way. We broadcasted on 6 most-watched national TV channels simultaneously via roadblock at 21:00, with the start of new series episodes. At the same instance as the SMS scene in the commercial, we sent an SMS to 260.000 people and 12.000 Push Notifications to “Fastfood Lover” targeted customers. The broadcast on digital launched the same night at 21:00. Our film aired as 1st spot on TV channels’ live web platforms. In the SMS, we used a witty language and announced the offer of 1 Zinger Burger free on all orders on kfcturkiye.com. The campaign continued to air for 3 weeks on TV and 5 weeks on digital platforms.

The activation drew so much attention, that our website crashed due to excessive demand that night. We decided to extend the campaign by one more day because of the exceeding interest. The number of orders on kfcturkiye.com increased by 136%, while physical store visits increased dramatically by 468% in the following week, compared to the 4 previous weeks.

The in-store sales for the item used in the campaign, “2 person KFC Chicken Burger,” rose by 218%.

During the period, in which restaurants were still closed, a 16% increase was seen in total sales, while the total number of transactions rose by 16% as well.

We showed our commercial at least once to 84% of our target audience, namely 11 million people. 76% of them watched our commercial at least three times.

On digital platforms we received 16 mio views and 111 mio impressions.