Campaign details

Brand: KFC
Lead agency: Yonder Media
Region: EMEA

Strategy

Objective

In 2018, Yonder Media had successfully conceptualised, developed and implemented KFC South Africa's mobile-based rewards and gamification platform nationwide, with USSD at the heart of the solution, with massive success. The platform had enabled an unprecedented level of data-gathering and consumer information insight on a scale never before possible.

KFC in neighbouring countries - Lesotho and Botswana - wanted to run a similar program, but were frustrated by the complexities of running USSD systems in those countries, and the cost to consumers to interact via USSD. Yonder Media rose to the challenge by creating a WhatsApp instance of the rewards entry mechanism instead of USSD.

For KFC, the desire was to provide competition and reward entry channels for otherwise wholly untapped markets, and in doing so, understanding their consumer purchase behaviour for the first time possible. For Yonder, running WhatsApp in these countries was also to serve as an incubator to test consumer acceptance of the channel, before considering it as the logical successor to USSD, and to roll it out for KFC South Africa nationwide.