Fancy peeling a ‘fried drumstick’ off the wall, and then exchanging
it for a special value meal?
That is exactly what consumers, commuters and tourists alike are doing
with the new interactive ‘wallscapes’ put up by ComfortDelGro’s
outdoor advertising arm and leading Out-Of-Home agency, Moove Media
Pte Ltd, at SBS Transit’s HarbourFront Station along its North East
Line, as well as the Ang Mo Kio Interchange, in collaboration with KFC
in celebration of its 35th Anniversary.
The two wallscapes are decorated with giant two-dimensional KFC
buckets ‘filled’ with a total of 500 peel-able drumstick stickers,
each twice the length of an actual drumstick. These wallscapes carry
the message “peel off the drumsticks for a delightful surprise” and
can be used in exchange for special $3.50 meals at selected KFC
outlets until the promotion ends on 22 April. Commuters do not seem to
get enough of these drumstick stickers, but there is plenty for
everyone as the buckets are replenished daily with drumstick stickers.
Says Mrs Jayne Kwek, CEO, Moove Media, “Such an advertising concept is
a first for Moove, and we are pleased that consumers have taken up to
it quickly.”
Ms Virginia Ng, Marketing Director of KFC is equally pleased at how
the campaign has increased redemption rates at some outlets. She says,
“This concept wall not only achieved our objective of driving top of
mind for the brand, it was also interactive and connected with
consumers through the peel-able drumstick stickers which rewarded
consumers with a special $3.50 Anniversary deal.”
Check out the campaign footage at : http://www.moovemedia.com.sg/eDMs/Media
Releases/KFC Campaign.mov
