Effies
Australia
Viewer Verdict
Agency
Oglivy Australia
Client
KFC
Awards
Bronze
Marketing Solutions Other Than Advertising
Summary
As part of KFC’s sponsorship of the National Rugby League competition, we created ‘KFC Viewer Verdict’; a real-time fan- version of the video referee.
This is a case study in how brands can take their sport sponsorships and evolve them to be much more than mere ‘logo badging’ marketing, and instead innovatively embed themselves seamlessly into the sport’s viewing experience.
Viewer Verdict was an innovative way to engage fans, gather data, and increase sales. We acquired 33,716 new KFC App users, and those fans spent 2.47 times more, and purchased 2.55 times more frequently, giving us a campaign ROI of 197%.
Case study
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Credits
| Creative Director | Rob Morrison | ||||
| Senior Art Director | Gareth Barlow | ||||
| Group Creative Director | Shaun Branagan | ||||
| Executive Creative Director | Gavin McLeod | ||||
| Digital Operations Director | Pedro Da Palma Rosa | ||||
| Technical Director | Dan Adijans | ||||
| Senior Digital Project Manager | Jonathan Pedreira | ||||
| Author / Head of Strategy | Ryan O’Connell | ||||
| Managing Director | Michelle Holland | ||||
| Account Director | Kate Smith | ||||
| Account Manager | Jordana Smith | ||||
| Film and Content Producer | Newman Sorenson | ||||
| Chief Marketing Officer | Kristi Woolrych | KFC | |||
| Marketing Director | Angela Richards | KFC | |||
| Group Marketing Manager | Nora-Kate O’Connell | KFC | |||
| Marketing Director | Sally Spriggs | KFC |