Ryan O'Connell head of Strategy

ABOUT

KFC wanted to get more people downloading and using its app, without bribing them with costly freebies. Ogilvy Australia discovered that KFC staff love hacking the menu to create crazy products, so it hid them in a ‘secret menu’ on the app... and told no one about it. Finally, someone discovered and shared it everywhere, putting the KFC App on front pages and newsfeeds across Australia. Best of all? Every time the menu is updated, it happens all over again – resulting in a sustainable driver for app downloads, retention and, most importantly, sales. Not bad for $0 media budget.

MADEIT CREDITS

  • KFC AustraliaClient
  • Cassie PoinerGroup Account Director
  • Chris Phee ChongChief Technology Officer
  • Chris Phee ChongChief Technology Officer
  • Dan AdijansTechnical Director
  • Emilie AmmannSenior Digital Account Manager
  • Gareth MorganDigital Project Director
  • Gavin McLeodExecutive Creative Director
  • John Harding-EasonSenior Digital Strategist
  • Jonathon PedreiraSenior Digital Project Manager
  • Jordana SmithAccount Manager
  • Kristi WoolrychChief Marketing Officer
  • Leigh BignellExecutive Business Director
  • Mike ForsterDigital Marketing Director
  • Mike ForsterDigital Marketing Director
  • Mireille PonsSenior Account Director
  • Olajoke AmosunBrand Manager
  • Sophie McIntoshSenior Account Manager
  • Stephen MaherSenior Creative
  • Steven JinBrand Manager
  • Steven JinBrand Manager
  • Taylor YorkAccount Director
  • Tom FogartyAccount Executive
  • * Ryan O'Connellhead of Strategy
  • * Shaun BranaganGroup Creative Director
  • * Wilson KwongWriter
  • * James CurtisAssociate Director
  • * D&AD
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