“Never has any brand

achieved such results

by strategically using

packaging in-store

with mobile at scale”

– Bharat Singh Ogilvy & Mather, India

Augmented Reality made possible without the need for an app: LogoGrab’s technology allowed KFC to reach its customers at scale aiming to eradicate hunger in India.

• Total donation of $110,000 collected during one month of the campaign.• 20% increase in sales of KFC buckets. • ROI 10X achieved through innovation on mobile.

Campaign brief

With 1 in 4 of India’s children malnourished, KFC decided to come up with an innovative and unique mobile engagement strategy to raise awareness and funding for their Add Hope campaign. KFC and Ogilvy, using their KFC bucket as their messenger, wanted to implement augmented reality to achieve this.

KFC and Ogilvy decided to collaborate with LogoGrab. As a market first, KFC used image recognition AR technology where they delivered video content directly to users’ smartphones via web browser. They wanted to use augmented reality, but AR apps hinder scale and discovery, as well as disrupt the end-to-end customer experience.

Using augmented reality powered by LogoGrab, KFC and Ogilvy created video content about underprivileged children that played when customers scanned a bucket using a smartphone. Every person who purchased a KFC bucket could take a photograph on their smartphone of a character drawn on its surface and unlock this video content.

KFC Add Hope Campaign

Delivering Hope Through Mobile

How the LogoGrab helped

LogoGrab provided KFC and Ogilvy with a fully customizable and easily integratable image recognition AR technology that could be used via a web browser, without the need for a mobile app. Delivered within one minute, it was very easy for customers to participate in this campaign.

After purchasing a KFC bucket, customers visited www.addhope.in from their mobile browser. Using the camera which appeared in the browser, customers “grabbed” the character that appeared on special KFC buckets and relevant video content appeared instantly.

LogoGrab were able to provide a mobile engagement platform that didn’t require customers to download an app, therefore maintaining ease and efficiency when engaging with the product.

Results

KFC’s Add Hope campaign saw unprecedented involvement when it launched in October 2016. Their aim: to raise money by increasing the amount of KFC buckets sold and in the process, t o d e c r e a s e h u n g e r a m o n g I n d i a ’ s underprivileged children.

LogoGrab activated the platform via a mobile web browser for KFC and, as a result, increased their customer engagement. There was a 20% increase in the amount of KFC buckets sold thanks to this Add Hope campaign.

The total donation raised during one month of the campaign was $110,000. KFC also had an ROI increase of 10X through this innovation using mobile.

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