Cannes Lions
McCANN ERICKSON ROMANIA, Bucharest / KFC / 2016
Overview
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Description
We changed our WI-FI infrastructure in all our restaurants across Romania and password protected our free WI-FI with Baccalaureate questions from the previous year’s tests. In order to get one hour of free WI-FI, kids need to answer correct to a question. If they don’t know the answer, we give them the answer in a short lesson.
Execution
As the baccalaureat exams are approaching (the equivalent of SAT Exam), we launched the Wi-Fi Test – a campaign for high school students across the country meant to help them study for the big exam by donating 6000 square meters of Wi-Fi coverage to education.
Starting with the month of March, KFC restaurants across the country changed their entire router software to replace their existing free Wi-Fi network with 1600 questions from the graduation test.
Free Wi-Fi, but knowledge protected.
The mechanism is simple: when you come into a KFC restaurant, you search for the KFC Wi-Fi Tests network and connect. As soon as you press “connect”, you will be given a random question from a database of valid baccalaureate exam questions and if you answer correctly you get free Wi-Fi for 1 hour.
In order to help teens even more in the learning process, if you don’t know the answer
Outcome
Thousands of teens used the Wi-Fi tests
Increase of instant correct answer within two weeks from the launch
With just 0,00005% of the national education budget we reached a national audience
The ministry of education is implementing the Wi-Fi tests across the country
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