Campaign: 90 Ways to Say '$1 Chips'

Client: KFC Australia

Agency: Ogilvy Australia

 

Awards

Winner:
Data Analytics & Planning

 

Judges' Comments

"A great approach from a non-traditional data player but showing how insights can be gleaned from broader mediums such as social media."

Goals

To sell more of KFC's famous chips than previous '$1 Chips' promotion periods.
 

Creative Solution

Ogilvy Australia developed 90 ways to say "$1 Chips" based on 18 behavioural principles. Following a pre-test in social media, they created a radio spot from their most successful proposition, "maximum of 4-per-transaction" – and made it the idea.
 

Effectiveness

  • 56% increase in "$1 Chips" sales versus same campaign period in 2014
  • 87% increase in 4 x '$1 Chips' transactions versus 29% nationally
  • Earned a permanent behavioural test-market in South Australia
     

Credits

Agency team

Elaine Arthur
Brie Stewart
Dane Smith
Sam Tatam
Ashley Hughes
Annabel Fribence
 

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