KFC
Best Biter
There must be someone around you who makes eating look delicious. Somehow, watching them eat makes you feel hungry too. So, who eats fried chicken in the most appetizing way in Singapore? We turned that simple question into a campaign. The "The Best Biter" campaign is an audition open to anyone living in Singapore, accessible via social media. To participate, it's simple: eat fried chicken in front of your camera and post the video on social networks with a hashtag. The winner gets to star in future KFC commercials and signs a contract for $20,000.
Ever find yourself wanting to eat when you see someone else eating? That's called the mirror neuron effect, and it's why mukbang videos have become popular. Yes, through our audition, we've filled Singapore with mukbang videos. So, are you getting a little hungry now?
Meltz
KFC Singapore has a limited-time menu item called "Meltz," a fried chicken wrapped in a tortilla. When it was launched a year ago, a four-week supply sold out in just 16 days. Based on this fact, we decided to run a campaign that would stimulate FOMO.
We used AI to calculate the predicted sell-out date for this year. The AI projected that the sell-out would occur on day 19.2. Setting aside what 0.2 days might mean, we centered our campaign communication around this specific number of days.
As a result, sales progressed at a pace exceeding the AI's predictions. In response, KFC hastily placed additional orders for ingredients beyond the initial plan. Although we did not sell out by day 19.2, the overall sales achieved were far greater than their original plan.
Honestly, this calculation could have been done without AI 😂, but the interesting fact is that this ridiculous use of AI generated significant profits, don't you think?