TBWA\RAAD and KFC MENA took the Grand Prix at the 2021 WARC Prize for MENA Strategy for ‘Shift +K+F+C’, their unique cheat code campaign that helped users score a limited-edition menu item. The WARC Prize for MENA Strategy uncovers and celebrates the best cases of strategic thinking and execution across the Middle East and Africa.
The campaign also went on to earn the Special Award for Pivot to Digital.
Awarded for its effective and innovative strategy in linking up with gamers, KFC leveraged its own online ordering process to connect with gamers. With just a few tweaks to the website’s code and zero production costs, KFC tapped into gaming culture by establishing an unprecedented way of ordering fried chicken online – creating an innovative cheat code to accelerate the online ordering process and unlock a unique menu item tailor-made to gamers’ needs.
Ozge Zoralioglu, Chief Marketing Officer, KFC MENA said: “We are honored to receive the Grand Prix in effectiveness at the WARC Prize for MENA Strategy for our ‘Shift +K+F+C’ campaign, which drove great affinity with gamers in the region. This is due to our ongoing collaboration with our creative partners, TBWA\RAAD and their continued innovative creative thinking and considerable understanding of the brand and its consumers.”
Jennifer Fischer, Chief Innovation Officer at TBWARAAD said: “’Shift +K+F+C’ perfectly demonstrates how a simple idea with a modest budget, coupled with a disruptive, innovative strategy can effectively resonate with its audience, drive traffic and generate sales. Above and beyond the results, ‘Shift +K+F+C’ gave us a deep understanding of the gaming community and set us on track for many more meaningful ways to engage with gaming culture and deliver on their needs. We’d like to thank our client KFC MENA for their continuous trust and support for creativity.”
Prior to this, TBWA\RAAD also earned a Silver Award and the Local Hero Special Award for ‘Thank You Russia’ campaign for LADA carmaker.