For every matter in life, there are at least two valid approaches, two valid angles, two valid directions.
This dual approach extends to communication.
Which is why we chose to follow it.
It will hopefully leave you with a complete 'treatment' of the brief at hand; a holistic creative communication planthat gives you a choice between two well founded interpretations of the following task:
To spread news that Lay’s & KFC are now together, with TWO distinct, iconic flavors.
Yet, as with pretty much everything life-related, Saudi has been waiting for this.
Of all the lessons we’ve learned in life, the most important one, perhaps, is patience.
Our guiding principle?
Shows need Lay’s!
We’ve been hammering on that, to our consumers!
But now that Lay’s is collaborating with KFC…
Let’s bring them the SHOW!
The Teaser / Reveal format used for this campaign serves to disrupt. With the social eco-system bombarded by visual clutter, getting everyone's attention is crucial prior the dissemination of our core message.
In perfect compliance with our lead concepts, the teaser message paves the way for the big reveal. The stakes are high, so should be our visibility.
PRE-PHASE
THE TAKE OVER
HOW WILL WE TAKE OVER?
The new Lay’s x KFC collaboration is huge,
and so should be its announcement!
As a kickstart, and to entice people, we will swap the profile pictures of Lay’s and KFC accounts.
Having established our teaser social campaign, the launch phase will include social and on-premise reveal communication.
We now have everyone's attention, and the conversation has been triggered nationwide.
Time to take things on-ground.
More specifically, on-premise.
Introducing the Lay’s x KFC flagships branches. These are not new branches; these are key regional branches across Saudi that will be rebranded to push the collaboration.
This rebranding will include packaging, menu items, etc…
CREATIVE DIRECTION
Unbelievably Believable
When you crave something so bad, it kind of feels unbelievable when it finally happens.
The Lay’s x KFC collaboration is too good to be true.
TEASER
LET THE ONLINE DRAMA BEGIN!
To tease people and get them to be part of the drama, Lay’s will tweet saying that they have KFC’s secret recipe.
KFC will reply, and what follows are tweets from both accounts replying to each other while hinting on the new collaboration.
DRAMA GONE VIRAL!
In parallel, key local influencers will be sharing screenshots of the “drama” on their social platforms.
TEASER ONLINE GRID
Following the profile pictures swapping, we will share grid posts on each account, to further spice up the teasing.
REVEAL
FILM
There’s the unbelievable, but then there’s the Lay’s X KFC collab trumping every level of UNBELIEVABLE.
FLAVOR BUMPERS
CAMPAIGN VISUALS
ENGAGEMENT
Agency: Impact BBDO, Lebanon
Angelo ElChami, Regional Executive Creative Director
Rita Cherfane, Associate Creative Director
Karen Melhem, Senior Art Director
Marwa Ballout, Senior Copywriter
Saly Timani, Copywriter
Assil Akil, Digital Creative Strategist
Ramzi Helou, Group Account Director
