KFC - Location-based programmatic DOOH to drive app downloads

THE CHALLENGE

Dominate against the fiercely competitive Quick Service Restaurant (QSR) sector in Australia with the aim to grow market share through an opportunity in e-commerce and app adoption.

THE OBJECTIVE

Drive app acquisitions and increase KFC app downloads to surpass the success of the previous 'Left-Hand Menu' campaign.

THE SOLUTION

This campaign deployed an advanced segmentation approach to strategically target pedestrian audiences with a higher propensity to take immediate action. GroupM's Advance DOOH Journeys tool was used to plan a strategic site list for inventory. Peak times for the campaign lined up with KFC daily deals and peak retail periods to drive immediate action.