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肯德基 'fck'
案例简介：概要 肯德基受到了重大供应链问题的打击，导致其在英国的大部分商店暂时关闭。随着危机的加深和公开，肯德基发布声明并控制对话变得势在必行。我们的任务是: · 为肯德基危机鸡店的关闭进行大规模的公开道歉。·为了澄清和理解肯德基正在做什么来解决这个问题。 战略 道歉必须在两个层面上兑现。它需要承认肯德基对关闭商店的责任，并提供幕后解决问题的透明度。但它感到真诚和可信也是至关重要的。英国公众对空洞的企业道歉并不陌生，这当然不是道歉的时候。我们需要像人类一样表达我们的道歉。我们的解决方案是在英国两家最受欢迎的报纸上刊登一整页的新闻广告，并发布一则大胆的道歉广告, 脚踏实地和人类平等的措施。 相关性 2018年2月19日开始的一周对肯德基来说不是一个好星期。一个新的物流合作伙伴和送货问题意味着他们数百家餐馆不得不关门。这是一个巨大的全国性新闻报道，它要求肯德基做出同样值得注意的回应。 结果 肯德基 FCK 于 2月23日首次出现在英国的两份出版物《太阳报》和《地铁》中。总共有超过 600万名观众。从那以后，已经有 733 篇关于肯德基 FCK 的文章，都带有品牌形象。这带来了 796,709,795 观众。评论几乎都是正面的，肯德基称赞道歉的语气和内容。在社交媒体上，肯德基 FCK 被分享给了 219,138,216 的观众 -- 这不包括没有品牌 FCK 形象的帖子; 这些还没有被计算在内。这使得到 2018年5月肯德基 FCK 的总和达到 1,015,848,011。FCK 广告在互联网上如此多产，以至于反向图像搜索将它列出了 250亿多次 (这绝对非同寻常，但却是真的)。 执行 与大多数空洞的公司道歉不同，我们以坦率、真实、人性化的方式与人们交谈。广告的位置也是这个想法的核心 -- 它必须是一个整页的新闻广告。因为有时当你对新闻做出回应时，你必须表现得像 (甚至成为) 新闻。 活动描述 通过转移一封信，肯德基成为了 FCK，并立即捕捉到了整个肯德基组织的情绪, 但也是一个国家的情绪，显然直到那时还没有意识到它有多想要我们必须提供的东西。对一个疯狂问题的故意挑衅和人类的反应，用低调但同样发自内心的身体拷贝来解释更多的情况, 并借此机会向公众和陷入困境的肯德基员工道歉。
肯德基 'fck'
案例简介：Synopsis KFC were hit with a major supply chain issue, resulting in the temporary closure of most of their stores across the UK. As the crisis deepened and became public, it became imperative that KFC issue a statement and take control of the conversation. Our task was: · To deliver a mass-scale public apology for the KFC chicken crisis store closings. · To provide clarity and understanding around what KFC were doing to fix the issue. Strategy The apology had to deliver on two levels. It needed to both acknowledge KFC’s responsibility for store closures, and provide transparency in what was being done behind the scenes to fix the issue. But it was also crucial that it felt sincere and believable. The UK general public are no strangers to empty corporate apologies, and this certainly wasn’t the time for one. We needed to be human in how we delivered our apology. Our solution was to take out a full page press ad in two of the UK’s most read newspapers, and deliver an apology ad that was bold, down-to-earth and human in equal measures. Relevancy The week commencing 19th February 2018 was not a great one for KFC. A new logistics partner and delivery problems meant hundreds of their restaurants had to close. It was a huge national news story, and it demanded an equally noteworthy response from KFC. Outcome KFC FCK first appeared on 23rd February, in two UK publications - The Sun and Metro. With a combined audience of just over 6 million. Since then 733 articles have been written about KFC FCK, all carrying the branded image. This delivered an audience of 796,709,795. The commentary was almost uniformly positive, with KFC praised for both the tone and content of the apology. In social media, KFC FCK was shared to an audience of 219,138,216 - this does not include posts without the branded FCK image; these have not been counted. That makes the combined reach of KFC FCK by May 2018 1,015,848,011. The FCK ad is so prolific on the internet, that a reverse image search lists it over 25 billion times (which is absolutely extraordinary, but true). Execution Unlike most empty corporate apologies, we spoke to people on a frank, real, human level. The location of the ad was central to the idea too - it had to be a full page press ad. Because sometimes when you’re responding to the news, you have to behave like (and indeed become) news. CampaignDescription In shifting one letter, KFC became FCK, and immediately captured the not only the mood of the whole of the KFC organisation, but also the mood of a nation that apparently until then hadn’t realised how much it wanted what we had to offer. A deliberately provocative and human response to a crazy problem, backed up with understated, but equally heartfelt body copy that explained a bit more about the situation, and took the opportunity to apologise to both the public, and KFC employees who’d been left in the lurch.
KFC 'FCK'
案例简介：概要 肯德基受到了重大供应链问题的打击，导致其在英国的大部分商店暂时关闭。随着危机的加深和公开，肯德基发布声明并控制对话变得势在必行。我们的任务是: · 为肯德基危机鸡店的关闭进行大规模的公开道歉。·为了澄清和理解肯德基正在做什么来解决这个问题。 战略 道歉必须在两个层面上兑现。它需要承认肯德基对关闭商店的责任，并提供幕后解决问题的透明度。但它感到真诚和可信也是至关重要的。英国公众对空洞的企业道歉并不陌生，这当然不是道歉的时候。我们需要像人类一样表达我们的道歉。我们的解决方案是在英国两家最受欢迎的报纸上刊登一整页的新闻广告，并发布一则大胆的道歉广告, 脚踏实地和人类平等的措施。 相关性 2018年2月19日开始的一周对肯德基来说不是一个好星期。一个新的物流合作伙伴和送货问题意味着他们数百家餐馆不得不关门。这是一个巨大的全国性新闻报道，它要求肯德基做出同样值得注意的回应。 结果 肯德基 FCK 于 2月23日首次出现在英国的两份出版物《太阳报》和《地铁》中。总共有超过 600万名观众。从那以后，已经有 733 篇关于肯德基 FCK 的文章，都带有品牌形象。这带来了 796,709,795 观众。评论几乎都是正面的，肯德基称赞道歉的语气和内容。在社交媒体上，肯德基 FCK 被分享给了 219,138,216 的观众 -- 这不包括没有品牌 FCK 形象的帖子; 这些还没有被计算在内。这使得到 2018年5月肯德基 FCK 的总和达到 1,015,848,011。FCK 广告在互联网上如此多产，以至于反向图像搜索将它列出了 250亿多次 (这绝对非同寻常，但却是真的)。 执行 与大多数空洞的公司道歉不同，我们以坦率、真实、人性化的方式与人们交谈。广告的位置也是这个想法的核心 -- 它必须是一个整页的新闻广告。因为有时当你对新闻做出回应时，你必须表现得像 (甚至成为) 新闻。 活动描述 通过转移一封信，肯德基成为了 FCK，并立即捕捉到了整个肯德基组织的情绪, 但也是一个国家的情绪，显然直到那时还没有意识到它有多想要我们必须提供的东西。对一个疯狂问题的故意挑衅和人类的反应，用低调但同样发自内心的身体拷贝来解释更多的情况, 并借此机会向公众和陷入困境的肯德基员工道歉。
KFC 'FCK'
案例简介：Synopsis KFC were hit with a major supply chain issue, resulting in the temporary closure of most of their stores across the UK. As the crisis deepened and became public, it became imperative that KFC issue a statement and take control of the conversation. Our task was: · To deliver a mass-scale public apology for the KFC chicken crisis store closings. · To provide clarity and understanding around what KFC were doing to fix the issue. Strategy The apology had to deliver on two levels. It needed to both acknowledge KFC’s responsibility for store closures, and provide transparency in what was being done behind the scenes to fix the issue. But it was also crucial that it felt sincere and believable. The UK general public are no strangers to empty corporate apologies, and this certainly wasn’t the time for one. We needed to be human in how we delivered our apology. Our solution was to take out a full page press ad in two of the UK’s most read newspapers, and deliver an apology ad that was bold, down-to-earth and human in equal measures. Relevancy The week commencing 19th February 2018 was not a great one for KFC. A new logistics partner and delivery problems meant hundreds of their restaurants had to close. It was a huge national news story, and it demanded an equally noteworthy response from KFC. Outcome KFC FCK first appeared on 23rd February, in two UK publications - The Sun and Metro. With a combined audience of just over 6 million. Since then 733 articles have been written about KFC FCK, all carrying the branded image. This delivered an audience of 796,709,795. The commentary was almost uniformly positive, with KFC praised for both the tone and content of the apology. In social media, KFC FCK was shared to an audience of 219,138,216 - this does not include posts without the branded FCK image; these have not been counted. That makes the combined reach of KFC FCK by May 2018 1,015,848,011. The FCK ad is so prolific on the internet, that a reverse image search lists it over 25 billion times (which is absolutely extraordinary, but true). Execution Unlike most empty corporate apologies, we spoke to people on a frank, real, human level. The location of the ad was central to the idea too - it had to be a full page press ad. Because sometimes when you’re responding to the news, you have to behave like (and indeed become) news. CampaignDescription In shifting one letter, KFC became FCK, and immediately captured the not only the mood of the whole of the KFC organisation, but also the mood of a nation that apparently until then hadn’t realised how much it wanted what we had to offer. A deliberately provocative and human response to a crazy problem, backed up with understated, but equally heartfelt body copy that explained a bit more about the situation, and took the opportunity to apologise to both the public, and KFC employees who’d been left in the lurch.
肯德基 'fck'
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KFC 'FCK'
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基本信息
- 广告战役： #肯德基-推广与活动-2a34#
- 广告品牌： 肯德基
- 发布日期： 2000
- 行业领域： 餐饮/饮食 , 餐饮连锁 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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