2004 BEST RETAIL CAMPAIGN WINNER

WINNING ENTRY - KFC Cricket - suuuper stuff that

COMPANY - bellamyhayden / Carat

CLIENT - KFC

OBJECTIVE

bellamyhayden's task was simple in terms of objective but huge in challenge. KFC's key business period is December and January. By the beginning of December, TV viewing habits have started to change with ratings declining - with the exception of cricket. In the 2002/03 season, the cricket telecast had become a central platform for KFC's needs around "ongoing high profile" visibility over summer. The agency had to drive sales growth to "new record highs" to beat the previous year's sales with the same funds and the same cricket media platform.

CAMPAIGN

In looking closer at cricket, the media team was able to understand its core values as a brand and how best to connect KFC in a far deeper and engaging way. The agency developed a strategic framework of how and where to connect KFC into cricket. The media team moved well beyond its normal sphere of influence with the 12th Man creative idea, providing the idea for integration, driving the marketing program and negotiating a deal with Billy Birmingham (the 12th Man) encompassing content, production, talent fees and creative development. The deal with Birmingham transcended the product offerings and elements within the food bundle (the Greatest Hits CD), packaging, the entire creative agenda, a consumer promotion and the media platforms.

RESULTS

On TV, the agency negotiated bonus airtime, promo spots, in-program mentions and vision of the bucketheads - $787,000 in additional value. On radio, the additional value of promotional activity, credits, greatest hits vignettes/pointers was in excess of $76,000. Online, the additional value, including bonus, was over $106,000. In terms of awareness, bellamyhayden achieved the highest-ever top-of-mind awareness, up 98% on the previous year. Its Nine Network promotion attracted 87,000 entries. Coming off a record sales lift the previous year (11%), the agency set another new record with a further 3% increase year-on-year.

JUDGE'S COMMENTS

"This entry impressed beca
use of the way the agency controlled the idea, including the negotiation of talent to script the creative."