Using the new tech to
solve an old problem
MARK1 ALWAYS EVOLVING
Always Evolving
CASE STUDIES
KFC’s “Add hope” campaign asked consumers to donate R2 to feed a hungry child. After years of success consumers became more apprehensive about donating to this worthwhile cause. Mark1 stepped in to renew interest and revitalize the spirit of giving.
Always Evolving
CASE STUDIES
KFC’s “Add hope” campaign asked consumers to donate R2 to feed a hungry child. After years of success consumers became more apprehensive about donating to this worthwhile cause. Mark1 stepped in to renew interest and revitalize the spirit of giving.
Always Evolving
CASE STUDIES
KFC’s “Add hope” campaign asked consumers to donate R2 to feed a hungry child. After years of success consumers became more apprehensive about donating to this worthwhile cause. Mark1 stepped in to renew interest and revitalize the spirit of giving.
95
YEARS OF
HISTORY
135 COUNTRIES AROUND THE WORLD
56.5 MILLION SA FACEBOOK FANS
After 9 relatively successful years KFC’s Add Hope Campaign was losing steam. Consumers were now less likely to add a R2 donation to their meal as they could not see the final impact of their donation.
THE MARKETING CHALLENGE
We needed to rebuild trust, and to do this we needed to show who the real benefactors were- the hungry children! To capture this immersive experience best, we used virtual reality. Paired with the powerful targeting and reach of digital media, we could show KFC customers why they should continue to ‘Add Hope’.
THE MARKETING SOLUTION
MOBILE FIRST TECHNOLOGY
CHOICES CREATED MULTI
AWARD WINNING WORK
the marketing challenge
After 9 relatively successful years KFC’s Add Hope Campaign was losing steam. Consumers were now less likely to add a R2 donation to their meal as they could not see the final impact of their donation.
SKILL MIX
the marketing solution
We needed to rebuild trust, and to do this we needed to show who the real benefactors were- the hungry children! To capture this immersive experience best, we used virtual reality. Paired with the powerful targeting and reach of digital media, we could show KFC customers why they should continue to ‘Add Hope’.
MOBILE FIRST TECHNOLOGY
CHOICES CREATED MULTI
AWARD WINNING WORK
RESULTS
26%
Engagement Rate
55 400
Videos Views
91%
View Through Rate
68 sec
AVG Video Play
WHAT WE DID
Using a 360° VR video placed within a 300 x 250 pixel standard online banner, we created a captivating mobile-first experience that the audience knowingly and willingly wants to engage with.
95
135 COUNTRIES AROUND THE WORLD
56.5 MILLION SA FACEBOOK FANS
YEARS OF HISTORY
After 9 relatively successful years KFC’s Add Hope Campaign was losing steam. Consumers were now less likely to add a R2 donation to their meal as they could not see the final impact of their donation.
THE MARKETING CHALLENGE
We needed to rebuild trust, and to do this we needed to show who the real benefactors were- the hungry children! To capture this immersive experience best, we used virtual reality. Paired with the powerful targeting and reach of digital media, we could show KFC customers why they should continue to ‘Add Hope’.
MOBILE FIRST TECHNOLOGY
CHOICES CREATED MULTI
AWARD WINNING WORK
THE MARKETING SOLUTION
SKILL MIX