Eurobest
PS21, Madrid / KFC / 2021
Overview
Entries
Credits
Background
KFC newest restaurant in Majorca was located in a newly developed area with unknown street names and nomenclature. The only reference point was the nearby IKEA.
We needed a directional billboard to drive traffic into our restaurant.
Idea
We planted a billboard and disguised our brand into an IKEA billboard by borrowing the Swedish brand visual cues in order to make the signage simpler, notorious, and more memorable.
Strategy
We relied on the local insight that small business located neaby an IKEA use it as a reference point when describing their address Eg: (1473 Oak ST, 500 mts next to IKEA)
Execution
We redesigned our logo and borrowed IKEA's yellow and blue isotype along with a copy "YOU KNOW WHERE TO FIND US" and planted a directional billboard on Majorca's main highway.
Outcome
+23% in sales after launch
Sales records two weeks in a row
1.6 Millon Media impressions
78K Interactions
200% increase KFC searches in Majorca
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