Big fun with little money – a new KFC Romania campaign signed by McCann Bucharest

Cristina Blanaru Creativity

KFC Romania and McCann Bucharest launched “Fun with little money” campaign, promoting a new offer and which will span from January until March.

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Real people, those KFC is talking to, aren’t those enjoying the happy moments – anyone knows how to do that. The people that are “for real” from KFC campaigns are those who turn daily life’s challenges into pretexts to tell cool stories. In January, their thinking task is: what to do to manage with little money. Starting from the special price of Smart menu, KFC aims to inspire our time’s urban heroes to be inventive so they can have fun with little money: to dress funny, even if they cannot afford the latest clothes collection or to have fun in the city even if the city isn’t New York

Sebastian Olar,

Group Creative Director McCann Bucharest

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We chose to start the year “smart”, because we know this is the most challenging period for the personal budget – we all like to spend during holidays and, in January and February, we have to have fun with little money. The challenge was to find an approach valid for everyone that would go beyond local. This is how we came up with the first campaign for KFC that started in Romania and was taken over at regional level, from concept to visual executions, TV and online

Monica Eftimie,

Chief Marketing Officer, KFC Romania.

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To highlight campaign’s message – Fun with little money – and to capture the attention of KFC fans (young people which are avid users of social networks), MRM Romania launched a dedicated online campaign. As part of the campaign, KFC’s fans are invited to post, under a special hashtag (#distractiecubaniputini) images with their day-to-day activities, which bring them fun with little money. KFC’s proposed hashtag is an irony towards another famous hashtag, #richkidsofinstagram, used by rich kids to show off their wealth. Extra details are available on a dedicated Tumblr page.

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The campaign includes a mix of TV, in-store, OOH and online.

Campaign’s credits:

  • McCann Bucharest: Catalin Dobre – Executive Creative Director, Sebastian Olar – Group Creative Director, Gabriela Alexandrescu – Group Account Director, Valentin Lica – Copywriter, Robert Soparlache – Art Director, Simona Geaca – Senior Account Manager, Oana Grigore – Account Executive, Adrian Radu – AV Producer, Carmen Bistrian – Corporate Communication Manager
  • MRM Worldwide Romania: Nir Refuag – Chief Creative Officer, Sandra Bold – Copywriter, Nadejda Ghilca – Art Director, Ionela Buta – Client Service Director, Tina Cretu – Account Manager, Gina Zgubea – Senior Account Manager, Alexandra Visan – Web Developer
  • KFC Romania: Monica Eftimie – Chief Marketing Officer, Monica Douglas – Marketing Director KFC, Gabriela Nenciu – Senior Brand Manager, Mariana Dumitrescu – Brand Manager
  • Director: Anton Groves
  • Production House: Family Film.

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