Campaign details

Brand: KFC
Lead Agency: Yonder Media
Region: EMEA

Strategy

Objective

Facing increased competition from competing QSR's, as well as the informal sector - KFC looked to Yonder to strategize and implement a mobile-first system, that would help facilitate understanding whether a low-risk, low-tech, easy-to-roll out rewards platform could serve as a viable mechanism to address and stimulate flagging repeat monthly sales, whilst simultaneously providing detailed, rich insights into consumer behaviour and allow for overall consumer relationship management through relevant communication.

To this end, the rewards mechanic would need to understand a consumer's average spend, and award prizes (in real-time) accordingly, whilst providing gamified collectable stimulation to entice uptake and virality. The system, therefore, needed to transcend the "old school" loyalty card schemes of yesteryear, and bring it into mobile of all types.