The annual media effectiveness awards organised by the Ad Club of Bombay will come to a close on Friday, August 21. The shortlisted entries were showcased earlier this week. Mindshare was nominated for KFC (Kentucky Fried Chicken) in the Best Media Strategy - Services category for 'Halving the distance from home to the KFC store'.
KFC had been facing certain problems in terms of imagery. These problems included being perceived as an expensive place to eat at. Mindshare's task was to bridge the distance between stores and potential consumers.
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Price (average bills, price changes); popularity (on different media such as television, print, OOH); and the type of message the store gave out (newer products, store experience) were the factors assessed. Popularity, decided Mindshare, driven by the right use of media, would drive same store sales.
The ads that were aired during this phase last year included one in which a group of youngsters in a car are feasting on a KFC bucket. The group is so engrossed munching on chicken drumsticks that the car bangs against a tree but the quartet don't stopped eating. Another ad during the same season showed M Muralitharan of the Sri Lankan cricket team getting nostalgic on the field, after remembering the taste of the Zinger burger he had eaten earlier.
Hence, new advertising was created; print and OOH were used in key markets; the brand associated with the reality show, Roadies, on MTV, where the contestants were given Zing Kong boxes. A KFC outlet was made an audition spot for the show for a day.
At the end of the activity, results provided by Mindshare were as follows: 20 per cent growth in volume was noted; growth values were up by 30 per cent as against the expected 25 per cent; 4 per cent lower media spends were achieved and close to 17 per cent increase in RoI was attained through better use of TV.