Earlier this year we launched an integrated campaign for Chicken Licken’s low-price EasyBucks® meals, based on the idea of ‘Everyone’s talking about it.’ All elements in the campaign ensured that the entire country was talking about the low price of EasyBucks® meals. But we wanted to take it one step further and get our biggest competitor talking – KFC, which is still referred to as ‘Kentucky’ by South Africans. So we put up our EasyBucks billboard in the last place expected – Kentucky, USA. The billboard was not aimed at our target market. In fact, it was over 13 800km away, on a different continent. The objective was not to garner sales or brand awareness. Its sole objective was to get Kentucky talking. We did this by converting the EasyBucks® price of R24.00 to U.S. dollars – which translated to a ridiculously low $1,60. A price that got Kentucky talking. We documented the locals’ reactions to the billboard to create an online film for our South African target market. With only one billboard, the film got over 1 million views in one week, and once again everyone was talking about EasyBucks.
Account Management: Amber Mackeurtan
Agency: Joe Public United
Agency Art Director: Zamani Ngubane
Agency Producer: Wendy Botha
Brand Representative (Client): Chantal Sombonos van Tonder
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Creative Director: Assaf Levy
Writer: Caroline Bergh
Director: Katlego Baaitse
