YouTube Star Callux Takes KFC Around the World in 99 Gigs
When you buy anything from the 99p snacking menu via KFC’s loyalty app, the ‘Colonel’s Club’, you become a ‘99pVIP’. And once you’re a 99pVIP, there are a host of benefits to be had, from gig tickets to great deals on chicken.
BBH was briefed to promote the snacking menu using the ‘Colonel’s Club’ app, driving and sustaining awareness in the most relevant and cost-effective media channels for 16-24 year olds.
The resulting campaign is based on two key insights; that today’s youth value experiences over material belongings, and that they watch a lot of TV and YouTubers.
BBH sought to take KFC beyond advertising by creating a disruptive entertainment-based promotion for this audience. ‘Around the World in 99 Gigs’ is a YouTube mini-series which follows YouTuber Callux and presenter Charlotte de Carle as they travel to a new destination every week, in the search for the coolest and craziest undiscovered musicians from around the world.
With 11 episodes in 11 different locations - from Sitges to Sofia - the series is set to culminate in one hell of a gig this summer, for which 99p VIPs can be in with a chance of winning tickets.
Illustrator: Steve West @ Lazy Chief
Creative Director: Hamish Pinnell
Copywriter: Olivia Shortland
Art Director: Steph Flynn
Strategist: Lucian Trestler
Business Director : Sian Cook
Digital Producer: Adam Overton
Account Director: Leo Sloley, (Social) Suzanne Tennant
Head of TV / Production: Natasha Bloom
Producer: Natasha Bloom
Strategy Director: Tom Roach
Assistant Producer: Zaf Choudhury
Interactive Producer: Kate Sutherland
Creatives: James Rafter, Myles Vincent
Account Management: Maya Nash-Herod
Data & Analytics : (Social) Jack Colchester
Community Management: Tom Cauvain
Strategy: (Social) Tom Hargreaves
Music and Sound
Sound Design: Factory
Post Production / VFX
Post Production House: Absolute Post
Producer: Thom Godsill
Director: Tom Green
DOP: Chris Ross
Executive Producer: Anthony Austin
Producer: Dan Keefe / Alex Hedges
Production Company: Black Sheep Studios
Category: Fast food , Retail and restaurants