This was an internal pitch I made while at Ogilvy Miami. KFC was open to new ideas that focused on a young audience but had family time in sight as well. For this reason it was essential going outside the typical channels of advertising.
I was only able to pitch the concept, and it was really appreciated, however Christmas season was coming, and we had to switch the focus on other priorities.
FIELD Digital, Social Media
There are many things that anger parents,
but according to the internet, when you forgot to defrost the chicken, it's particularly bad.
A working parent with a simple request, yet disappointed by a distracted teenager. The perfect formula for family drama...
From here two scenarios: the first, the meme one. The second is our plan.
The meme, as it is: rushing to find a solution, failing, ultimately drama.
Give the meme a different finale, with KFC coming to the rescue.
Chicken for chicken: KFC comes to the rescue of the lazy teenagers, by offering super fast delivery of a whole meal for the entire family.
Leveraging on a daily family drama and its meme-potential, we want to change the course of events and become an unlikely hero, winning the hearts of youth.
In desperate times, desperate measures: it is expected they will google how to defrost chicken fast. KFC hijack that moment by offering a quick delivery order on whatsapp, requesting as proof a picture of the frozen chicken and a screenshot of the chat with the parent.
1. GOOGLE SEARCH HIJACK
2. WHATSAPP – REQUEST
3. WHATSAPP – VERIFICATION
4. WHATSAPP – ORDER PLACED
Forgot to defrost the chicken?
KFC got you, in the new brilliant digital stunt.
KFC saves thousands of teenagers from parents' anger with a free meal.
The quick response to this tragic, yet funny family problem will prompt buzz on social media and attention to the brand,
by winning thousands of young hearts, making them feel seen, understood, and of course, amused.