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Entrant: Ogilvy Australia, Sydney
Brand: KFC Australia
Title: "Kentucky Fly"
Corporate Name of Client: KFC Australia
Client Company: KFC Australia
Chief Marketing Officer: Tami Cunningham
Client Marketing Director: Claire Whish-Wilson
Client Company Marketing Manager: Kate Horton
Client Company E-Commerce Brand Manager: Stevie Angell
Client Company Marketing Manager, E-Commerce: Tim Marshall
Media Company: Essence Media Com
Media Company Client Managing Partner: Amy Jost
Media Company Client Partner: Christian Fox
Media Company Account Director: Alice Johnson
Media Companies Marketplace Associate Managers: Zoe Holling/Laura Shields
Media Company Digital Executive: Julian Enriquez
Media Company Marketplace - Investment Coordinator: Brady Morrison
Media Company Associate Director: Taufiq Zainal
PR Company: Ogilvy PR Australia, Sydney
PR Company Business Director: Cody Desmond
PR Company Head Of Consumer PR and Influence: James Curtis
PR Company Client Partner: Ria Bussey
PR Company Senior Publicist: Tom Fogarty
PR Company Senior Social Specialist: Andrea Rutgers
PR Company Social Specialist: Emily Bowen
PR Company Coordinator: Bridget Malouf
PR Company Consultant: Sophie Bishop
Agency: Ogilvy Australia, Sydney
Agency Chief Executive Officer: Sally Kissane
Global Chief Creative Officer: Liz Taylor
Chief Creative Officers: Toby Talbot/Reed Collins
Executive Creative Directors: Clark Edwards/Bridget Jung
Group Creative Director: Shaun Branagan
Associate Creative Directors: Carl Robertson/Blake Arthur
Agency Senior Producer: Karen Evans
Agency Digital Director: Seong Bradshaw
Agency Managing Partner: Aisling Colley
Agency Chief Strategy Officer: Ryan O'Connell
Agency Account Executive: Zoe Coyne
Agency Group Account Director: Bridget Yeats
Agency Account Director: Roxy Sarkari
Agency Account Manager: Milo Ryan
Agency Head of Strategy: Jane Jacob
Agency Junior Strategist: Emma Debus
Agency Senior Data Strategist: Dani Fox
Agency Client Lead: Cassie Poiner
Digital Company: AKQA
Digital Company Marketing Technology Director: Stuart Jarvis
Digital Company Senior Project Manager: Catherine Georgiou
Digital Company Project Manager: Dess Villadoz
Digital Company Client Partner: Sommer Smith
Production Company: Hogarth
Director: Newman Sorensen
Producer: Michael Kennedy
Production Company Senior Integrated Producer: Paul Whelan
Production Company Broadcast Producer: Christina Wilmot
Production Assistant: Chloe Smith
Production Company Editor: Robin Sung
Production Company Experiential Director: Corey Clarke

Description:
To increase app sales, KFC Australia decided to sell food that didn’t exist. At least not in Australia. By simply inviting customers to search out these products in the app, KFC significantly grew sales and usage.

IDEA

We turned the KFC app into a travel app.

KFC has a world of unique international products out there. From the poutine fries in Canada to the Wafu Cutlet Burger in Japan. So, to boost app sales in Australia, we decided to do something radical.

We secretly dropped some of these weird and wonderful international items into our app and offered them for sale. The twist though – the first person to snap them up was given tickets to go pick them up from the overseas destination. As news spread with each product drop, so did the excitement.

CONTEXT

The Cost-of-Living Crisis that hit Australians in 2023 was said to be the record high in Aussie history. It became THE news headline and infiltrated culture so much that the term ‘Cossi Livs’ became Australian slang for the crisis.

The impact on QSR (and most other sectors) saw a decline in growth against the previous year. So, pressure was on to do something to drive app acquisition and transactions.

OBJECTIVES

To meet the business objective of increased sales, we set two KPIs:

1. Increase app downloads – get MORE people onto our app.

2. Increase transactions – to get customers (new and existing) making MORE transactions.

STRATEGY

Our strategy was to tap into Australian consumer desire to travel and explore, in a climate where it feels like an unaffordable luxury. We stepped out of the discounting mayhem and created a brand experience that would offer lifelong memories to customers who found the international menu items in the Aussie KFC app.

But you had to be in it to win it, and to be in it you needed to download the KFC app.

EXECUTION

Kentucky Fly launched with the Japanese Wafu Cutlet Burger. We dropped it into the Aussie app and didn’t tell anyone.

Within minutes a customer called Lisa had found it. The twist - when she tried to pop it in her basket she was told if she wanted it, she’d have to fly to Japan. So that’s what she did. We flew her Business Class to Tokyo, creating a travel adventure in the process.

We filmed her adventure and turned it into content within 24 hours, driving the message that there was another product drop coming. People were like…what?! I want in!

So, when the next product dropped people were on the lookout. Josh found this one. Off he went to Canada to pick up his Poutine Fries. More and more products dropped. From destinations including Spain, Mexico and South Africa. With each trip came more content and more buzz.

RESULTS

Kentucky Fly was about driving sales via the app, and it blew our objectives out of the spreadsheet!

Over the four-week campaign it delivered:

43% uplift in new app users

1.84 million app transactions

$40 million in app sales

The uplift in transactions driven by the Kentucky Fly menu across new and existing customer segments resulted in a staggering performance and the highest daily sales record since November 2023.