Welcome to Kentucky Town!
6. Digital Experience Kancils [6.6 Digitally enhanced physical experiences]
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Links:
https://www.youtube.com/watch?v=2WU8Sr5NWU8
Product/Service:
Kentucky Town 2023
Client:
KFC Malaysia
Brief:
KFC is 50 years old (in Malaysia)! It is a brand cemented in Malaysian culture for not just the good finger-lickin' fried chicken but also as a place for Malaysians to celebrate the good times. KFC is part of Malaysian culture as one of the staples and because of this they have developed a way of working and although it is thoroughly enjoyed by the masses it is also a problem when connecting with the younger generation, the Gen-Zs. The challenge tasked to us was to conceptualize a way to connect to the Gen-Zs while keeping our brand identity.
Solution:
We decided that to cater to a generation of rule breakers we had to break our own rules. So, along with KFC's brand proposition of always being original, we gave them a platform to have the truest form of self-expression that catered exclusively to their interest points but was still inclusive to the masses.
Kentucky Town served as the initial event to the future of the KFC youth platform and here's where the rule-breaking began. We went against the norm and created new mascots for a rap we wrote in an animated music video. At the event itself, we created AR tunnels, AR mirrors, and even an innovative never-before-seen motion capture game to drive engagement of the Gen-Zs. Additionally, we also used our campaign microsite and socials as a tool to give hints and sneak peeks making everyone stay attentive to our physical event. We knew that the Gen-Zs are a group that craves the feeling of being special and that's why we knew it had to be done in a special way, the Gen Z way.
