Czerska 8/10 Street
Numer KRS: 59944
August 12, 2022 / 13:03
In its summer advertising campaign, KFC used the OOH data analysis included in the AMS product offer. It ensures personalisation of the city space, as well as the appropriate selection of contact points with the recipient for specific stages of the shopping path, while increasing the effectiveness of advertising activities. Adjusted location and time resulted in a complementary OOH campaign combining the possibilities of classic and digital outdoor advertisement.
KFC accompanies its customers in their everyday summer activities: walks, city trips, sports activities and meetings with loved ones. The selected targeted product, #AMStarget was designed to stimulate the willingness to take advantage of the brand's offer in the city space – in classic and Digital OOH channels, and then send customers directly to a KFC restaurant. The most important part of the communication was carried out via Digital Indoor AMS carriers in 22 shopping malls and 18 cities. At the last stage before making a purchase, they reminded the customers about the brand and spontaneously attracted traffic directly from the competition.
“The typical OOH media used in the campaign draw attention to the product, stimulate to take action and provide information in the first step of making purchase-related decisions,” says Tomasz Muraszko, Head of Product Marketing from AMS. “Additionally, an advertising campaign carried out in the Digital Indoor network in shopping malls, thanks to the proximity of points of sale, helps with making decisions and potentially increases sales conversion.”
“We wanted a campaign that would take into account both the proximity of our restaurants and their spontaneous visits, as well as encourage planned meetings,” says Sylwia Przybyła, KFC Brand Manager from AmRest. “We focused on an outdoor campaigns which guides the consumer through the entire shopping path and multiplies contact with our campaign at various stages of making decisions about choosing the KFC offer.” It draws attention, strengthens the brand image and, which is the essence of OOH, it is in the space where the consumer is located.
From the very beginning, we recommended solutions based on data analysis. Hence the choice of a targeted product, additionally supported with a trigger during the last stage of decision-making,” says Łukasz Kukulski, Senior Communication Planner, Media Direction OMD. “Digital Indoor AMS in shopping malls is the best solution that increases the number of visits to our client's restaurants with its potential.”