Have you ever downloaded an app just to claim a freebie, with no intention of using it otherwise? Guilty. Awesome for users, not so awesome for the brand. We came up with a radical new strategy to get everyone using the KFC App without bribing them - and without spending a cent on media.

Besides, KFC is known for keeping secrets.

IDEA
The Secret Menu

RESULTS
460+ million media impressions
Increased daily app downloads by 14%, and on the day the story broke, by 111%
Secret Menu users spent 77% more money
Secret Menu users had a 61% app retention rate (+17% above average)

Credits
Creatives: Wilson Kwong, Nathan Moraza, Ash Myburgh
Creative Director: Shaun Branagan

AWARDS & RECOGNITION

Ad Stars Awards
Grand Prix Mobile - 2020
Grand Prix Social - 2020

The Australian Effies
Bronze - 2020

AdNews
Small Budget Campaign of the Year - 2020

The Capels
Silver -2020
2x Bronze - 2020

APAC Effies
Finalist - 2020

AC&E Awards
Finalist - 2020