The campaign transformed the Bucharest subway map into a virtual KFC counter, where commuters could get discounts simply by scanning the drumstick-shaped metro line. This approach naturally integrated KFC the daily routines of subway riders, encouraging them to interact with the brand precisely when they were most likely to consider their next meal - during the commute home. After getting their discount, people could easily redeem it at the numerous KFC restaurants located right outside subway stations. In essence, we turned every subway map into an interactive KFC menu.

The Romanian fast food market is highly competitive especially after a few years of record inflation and price hikes. Brands adapted in line with the economic shifts. How does this look like? A sea of generic discounts, reduced prices and value bundles that could fit any brand.

KFC embarked on a mission to break the clutter with a campaign that hijacked an unexpected craving trigger: the subway map. One of the lines on the Bucharest Metro going through downtown is shaped exactly like a drumstick. Millions of people are involuntarily staring at it every time they catch a ride on the subway. KFC just had to point it out and, suddenly, all subway maps become KFC ads.

In the world of QSR , the more you are seen, the more you are craved. In Romania McDonalds has higher visibility, with double the media investment. The media budget isn’t the only power that our competitor has: they also own the perception of value for money offers. As KFC didn’t want to play the lowest price game, we needed to find innovative ways to communicate our special offers.

OUR CHALLENGE: how to create an experience around our daily discounts?

KFC found an ingenious way of stealing the show and did so in one of the highest trafficked locations: the Bucharest subway. It carries millions of people daily, making it one of the best spots to advertise. Travelers spend hours involuntarily staring at the Bucharest subway map. Little did they know, they were also staring at a piece of chicken. That was, until KFC opened their eyes to the revelation.

Transform the subway map into a discount generator.

The Bucharest subway map has one of its lines shaped like a chicken drumstick. KFC saw it. And it made everybody see it, turning it into a medium they can own forever. The map also doubled as a virtual KFC counter, stimulating craving and serving as an interactive menu.

Commuters could scan the drumstick shaped line to unlock discounts or even complete a full tour for a KFC Bucket. Despite the tour taking about 40 minutes, the challenge only fueled people's enthusiasm; in fact, some were so hooked that they embarked on 3 consecutive tours.

This way we made KFC part of people’s daily routine, making it fun and easy to order while on their way to school, work or home.

In Romania, McDonalds has double the media investment versus KFC. We couldn’t outspend them, but we decided to out-brand them, making KFC visible in one of the highest trafficked location in Romania: The Bucharest subway. A place where 10 million journeys take place monthly. More importantly, a place with a captive audience that has nothing else to do then stare at their phones… or at the subway map.

Conveniently, many KFC restaurants are located near subway exits, making our presence inside the subway even more relevant. Out of all regular commuters in the city, 24.1% buy something from KFC weekly, while 36.3% of them do it monthly. So, here we have an environment where many KFC fans transit daily.

Owning the drumstick

KFC partnered with the Bucharest subway company and created special maps that highlighted the drumstick shaped line, with a simple question: Can you KFC it?

Billboards featuring the modified map accompanied commuters throughout the subway and in nearby KFC restaurants.

We also hijacked Google searches for the map, pointing out the drumstick line in the results.

Activating the drumstick

Commuters could scan the drumstick on any subway map for KFC discounts or embark on a full drumstick tour to win a Bucket.

How? People could visit the landing page and scan the map using a web app designed to recognize the drumstick shape. This instantly unlocked a 20% discount or a burger. Those who started the full tour had their locations verified to ensure they were on the correct route. Upon completing the circuit, they could claim their Bucket at the many KFCs right outside the subway.

AWARENESS

We achieved the “I can’t unsee it” effect. Thousands of subway maps where KFCed forever, maps that are seen by millions of commuters every month.

With a media investment of just 50K euro, KFC now owns media space actually worth 2.2 million euro per year. Every year.

RESPONSE RATE

- 1 map scan every 6 seconds

- 1 drumstick tour every 2 minutes

- 84% redemption rate for the prizes

- 5% sales increase in Bucharest

- 5% increase in innovative brand perception

- And some cheaters who tried to do the tour on multiple phones at once