KFC Hong Kong has teamed up with iProspect Hong Kong to unveil a new marketing campaign inspired by the popular anime series Attack on Titan: The Final Season. The campaign, titled “Krunch! Chill out and attack on!”, aims to offer a lighthearted reminder to workers and students in Hong Kong to take a break from their busy schedules.
Although the anime focuses on epic battles with giant titans, the campaign shifts the intense themes into relatable moments that align with KFC’s fun, lighthearted brand identity.
A “Krispy” Break Amidst Daily Life
Central to the campaign is KFC’s message of providing a “Krispy” break – a brief escape for indulgence and relaxation amidst everyday pressures. The campaign brings this idea to life through animated commercials that feature Attack on Titan characters in everyday situations, mirroring the struggles faced by the local audience.
Using iProspect’s expertise in blending animated content with brand messaging, the Attack on Titan characters are shown carrying KFC’s signature chicken, reinforcing KFC’s playful and bold identity.
Titans Take on Everyday Struggles
One commercial spot highlights the Attack Titan in a business suit, addressing a stressed office worker with the message, “Feeling stressed? Eat KFC to relax!” Another ad shows the Attack Titan intervening as the Jaw Titan, portrayed as an overwhelmed student, struggles with homework, encouraging viewers to “Slow down, chill out, and eat KFC.”
The use of local idioms and familiar phrases makes the campaign more relevant to the Hong Kong audience, enhancing the connection between the brand and its consumers.
Multi-Platform Promotion And Exclusive Merchandise
Running from August 22 to September 18, the campaign spans multiple platforms including TV, digital channels, outdoor ads, social media influencers, and print ads. The flagship KFC store in Causeway Bay has been transformed into an immersive Attack on Titan experience, with designs of the anime characters covering the interior and exterior of the store.
As part of the promotion, KFC and iProspect have created six exclusive merchandise items inspired by Attack on Titan. This includes the “Krispy Break” Maneuver Gear, featuring items like a Titan-themed eye mask and a Survey Corps neck pillow with cape. The merchandise is intended to remind workers and students to take much-needed breaks throughout their busy day.
Immersive Store Experience
The Causeway Bay flagship store also offers an interactive experience for fans, with the second floor featuring large photo spots recreating iconic scenes from the anime. This effort highlights KFC’s commitment to providing a 360-degree engagement experience, where consumers can immerse themselves in the anime while enjoying a moment of relaxation.
KFC also added an interactive “Titan Attribute” game, allowing customers to match their personality traits with Attack on Titan characters. The game offers stress-relief tips based on the consumer’s “Titan alter ego.”
Brand And Campaign Success
Janet Lau, marketing director for KFC Hong Kong and Macau, praised the partnership with iProspect, stating, “We are thrilled by iProspect Hong Kong’s ability to deliver this captivating ‘Attack on Titan’ collaboration. The partnership allows us to successfully connect with our customers, particularly engaging with the younger demographic.”
Christa Ma, business director at iProspect Hong Kong, echoed the sentiment, emphasizing the agency’s expertise in creating immersive IP activations. “This campaign not only brought the Attack on Titan characters to life but also delivered a unique experience through the Causeway Bay flagship store and merchandise offerings. It has resonated deeply with our target audience of busy workers and students,” she said.
This campaign showcases KFC’s commitment to connecting with its consumers through innovative and engaging strategies, solidifying its place in the Hong Kong market.