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KFC – Add Hope

Campaign
Objective

  • Make 5000 KFC Consumers Aware of where their R2 for Add Hope goes.
  • Create awareness amongst KFC consumers in an inspiring ad immersive way.
  • Achieve a CPV of, or less than, R2.10- the global benchmark.
  • Surpass the industry average Engagement Rate of 3%.

Client Objective

  • Make 5000 KFC Consumers Aware of where their R2 for Add Hope goes.
  • Create awareness amongst KFC consumers in an inspiring ad immersive way.
  • Achieve a CPV of, or less than, R2.10- the global benchmark.
  • Surpass the industry average Engagement Rate of 3%.

Interact With The Ad Unit Above

Client Objective

  • Make 5000 KFC Consumers Aware of where their R2 for Add Hope goes.
  • Create awareness amongst KFC consumers in an inspiring ad immersivce way.
  • Achieve a CPV of, or less than, R2.10- the global benchmark.
  • Surpass the industry average Engagement Rate of 3%.

Target Audience

KFC consumers between the ages of 16-35, who live within the major South African metros. This audience must own a smartphone and be “tech savvy” (they feel comfortable using technology).

Target Audience

KFC consumers between the ages of 16-35, who live within the major South African metros. This audience must own a smartphone and be “tech savvy” (they feel comfortable using technology).

Target Audience

KFC consumers between the ages of 16-35, who live within the major South African metros. This audience must own a smartphone and be “tech savvy” (they feel comfortable using technology).

“The virtual experience allows them [consumers] to literally go into that space… see what the children eat and the impact on them”

– Thabisa Mkhwanazi, Marketing Director KFC

Creativity

We found that KFC consumers considered the brand to be cool and trendy, especially amongst the 16-35 year old target audience. This was further supported in the 2017 Sunday Times’ Generation Next youth study, where KFC came in 2nd place as the ‘Coolest Fast Food Place’ in South Africa. KFC being synonymous as a cool brand utilised 360°/ VR to their advantage in the mass awareness campaign for “Add Hope”.

We had the idea of using this emerging tech in the form of a 360° / VR video being placed within a 300x250 pixel standard online banner. Thus, creating a captivating mobile-first experience that the audience knowingly and willingly wants to engage with, whilst targeting smartphones only.

The banner ad displayed a one-touch VR mode, inviting mobile users to insert their mobile device into a VR headset, to be immersed into the experience of kids playing at one of Add Hope’s beneficiaries, a place called Africa Tikkun in Alexandra, Gauteng-getting a first-hand Virtual Reality experience of where their donations had gone.

The 300x250 ad unit was built in under 100kb using HTML5 rich media and ad serving using a combination of our exclusive Panamorphic™ Ad tech and programmatic advertising to South African audiences via a Real-Time Bidding Process.

Targeting set up for the campaign was precise and we utilised KFC’s First Party Data gathered from previous campaigns we had run. The 1st party data ensured that only consumers that previously engaged with the brand were targeted and, therefore, most likely to be aware of the ‘Add Hope’ campaign.

Because we ran the campaign programmatically, we were able to also target specific mobile device ID’s and mobi sites that KFC’s consumers frequently visited. Lastly, hyper-local targeting was enabled reaching relevant users that were in a 1-5km radius of a KFC restaurant, creating a top-of-mind effect and driving users to the nearest KFC in order to ‘Add Hope’ one more time.

Creativity

We found that KFC consumers considered the brand to be cool and trendy, especially amongst the 16-35 year old target audience. This was further supported in the 2017 Sunday Times’ Generation Next youth study, where KFC came in 2nd place as the ‘Coolest Fast Food Place’ in South Africa. KFC being synonymous with a cool brand utilised 360°/ VR to their advantage in the mass awareness campaign for “Add Hope”.

We had the idea of using this emerging tech in the form of a 360° / VR video being placed within a 300x250 pixel standard online banner. Thus, creating a captivating mobile-first experience that the audience knowingly and willingly want to engage with, whilst targeting smartphones only.

The banner ad displayed a one-touch VR mode, inviting mobile users to insert their mobile device into a VR headset, to be immersed into the experience of kids playing at one of Add Hope’s beneficiaries, a place called Africa Tikkun in Alexandra, Gauteng- getting a first-hand Virtual Reality experience of where their donations had gone.

The 300x250 ad unit was built in under 100kb using HTML5 rich media and ad serving using a combination of our exclusive Panamorphic™ Ad tech and programmatic advertising to South African audiences via a Real-Time Bidding Process.

Targeting set up for the campaign was precise and we utilised KFC’s First Party Data gathered from previous campaigns we had run. The 1st party data ensured that only consumers that previously engaged with the brand were targeted and, therefore, most likely to be aware of the ‘Add Hope’ campaign.

Because we ran the campaign programmatically, we were able to also target specific mobile device ID’s and mobi sites that KFC’s consumers frequently visited. Lastly, hyper-local targeting was enabled reaching relevant users that were in a 1-5km radius of a KFC restaurant, creating a top-of-mind effect and driving users to the nearest KFC in order to ‘Add Hope’ one more time.

Creativity

We found that KFC consumers considered the brand to be cool and trendy, especially amongst the 16-35 year old target audience. This was further supported in the 2017 Sunday Times’ Generation Next youth study, where KFC came in 2nd place as the ‘Coolest Fast Food Place’ in South Africa. KFC being synonymous with a cool brand utilised 360°/ VR to their advantage in the mass awareness campaign for “Add Hope”.

We had the idea of using this emerging tech in the form of a 360° / VR video being placed within a 300x250 pixel standard online banner. Thus, creating a captivating mobile-first experience that the audience knowingly and willingly want to engage with, whilst targeting smartphones only.

The banner ad displayed a one-touch VR mode, inviting mobile users to insert their mobile device into a VR headset, to be immersed into the experience of kids playing at one of Add Hope’s beneficiaries, a place called Africa Tikkun in Alexandra, Gauteng- getting a first-hand Virtual Reality experience of where their donations had gone.

The 300x250 ad unit was built in under 100kb using HTML5 rich media and ad serving using a combination of our exclusive Panamorphic™ Ad tech and programmatic advertising to South African audiences via a Real-Time Bidding Process.

Targeting set up for the campaign was precise and we utilised KFC’s First Party Data gathered from previous campaigns we had run. The 1st party data ensured that only consumers that previously engaged with the brand were targeted and, therefore, most likely to be aware of the ‘Add Hope’ campaign.

Because we ran the campaign programmatically, we were able to also target specific mobile device ID’s and mobi sites that KFC’s consumers frequently visited. Lastly, hyper-local targeting was enabled reaching relevant users that were in a 1-5km radius of a KFC restaurant, creating a top-of-mind effect and driving users to the nearest KFC in order to ‘Add Hope’ one more time.

Return On
Investment

The return on investment with regards to sales was not the objective of this campaign. KFC’s primary objective was to let users know where their R2 had gone. This campaign was also one of the first of its kind in South Africa. We will, therefore, illustrate the results of the campaign and compare these to Global benchmarks, which can be translated into ROI as the client received over and above the expected results and much more value for their money.

Return On
Investment

The return on investment with regards to sales was not the objective of this campaign. KFC’s primary objective was to let users know where their R2 had gone. This campaign was also one of the first of its kind in South Africa. We will, therefore, illustrate the results of the campaign and compare these to Global benchmarks, which can be translated into ROI as the client received over and above the expected results and much more value for their money.

Return On
Investment

The return on investment with regards to sales was not the objective of this campaign. KFC’s primary objective was to let users know where their R2 had gone. This campaign was also one of the first of its kind in South Africa. We will, therefore, illustrate the results of the campaign and compare these to Global benchmarks, which can be translated into ROI as the client received over and above the expected results and much more value for their money.

Campaign Results

Engagement Rate

26,89%

(9x more than the Global Benchmark of 3%)

View Through Rate

91%

(Global Benchmark of VTR is 40%)

Video Views

55,4K

(60,7K Video Starts)

Average Video Play Time

68 Sec

(Global Benchmark is 37 Seconds)

Cost Per View Rate

R1,80

(Global Benchmark of VTR is R2.10)

Campaign
Results

Engagement Rate

26,89%

(9x more than the Global Benchmark of 3%)

Video Views

55,4K

(60,7K Video Starts)

View Through Rate

91%

(Global Benchmark of VTR is 40%)

Average Video Play Time

68 Sec

(Global Benchmark is 37 Seconds)

CPV Rate

R1,80

(Global Benchmark is R2,10)

Testimonial Video

KFC Add Hope Using Virtual Reality this World Hunger Day

Video courtesy of ExpressoPartners