KFC & Castle Lager - Chicken & Cheers Idea

The Chicken & Cheers Club allows you and your friends to take the hassle out of hosting. You’re all able to all club-in for a pre-ordered bucket and a 12-pack long before you watch the week's sports (e.g. Champions league/Varsity Rugby/PSL, etc.). Every week afterward, the host alternates with spot promos and discounts.

Transcript

1. CASTLE LAGER E-COMMERCE PARTNERSHIP O G I L V Y I N N O V A T I O N L A B F E B R U A R Y 2 0 1 9
2. C O N S U M E R I N S I G H T The weekday after-work get-togethers are often left unconsidered... even if you aren’t in a high-rise, sometimes it’s just not a viable vibe for a braai. B R A N D C O N N E C T I O N KFC and Castle Lager are the perfect after-work sports sharing combo. E X E C U T I O N The Chicken & Cheers Club allows you and your friends to take the hassle out of hosting. You’re all able to all club-in for a pre-ordered bucket and a 12-pack long before you watch the week's sports (e.g. Champions league/Varsity Rugby/PSL, etc.). Every week afterward, the host alternates with spot promos and discounts. S U C C I N C T E X P R E S S I O N “Club in to get-together.” CASTLE LAGER E-COMMERCE PARTNERSHIP The Opportunity © Copyright 2019 Ogilvy South Africa. All rights reserved.
3. 1 . S O C I A L L I S T E N I N G We’ll use a Twitter bot to listen out for week-day sporting conversation from fans, and then respond with an app CTA. CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
4. 2 . D E F I N E Y O U R E V E N T Once a user has downloaded/signed in to our app, they’ll be able to set up their event: + Sporting Event + Host’s location + Participants + Bucket & Beers CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
5. 3 . C H E C K T H E S T A T U S The app will calculate each friend’s costs and remind everyone to club-in before the event. CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
6. 4 . A D D T O Y O U R O R D E R Moving closer to the event, the app will update the participants with relevant detail. It will also offer them the opportunity to top-up their order (e.g. Add another 6-pack). CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
7. 5 . U S E R G E N E R A T E D C O N T E N T Built within the app is a UGC engine that offers the user the opportunity to win a visit from a famous sportsperson. All they have to do is share photos of their Chicken & Cheers moments via social media. CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
8. 6 . T H E H O S T R O T A T E S After each get-together, in a typical stokvel style - the host randomly rotates each week. This ensures that everyone is playing their part in the interests of social etiquette. CASTLE LAGER E-COMMERCE PARTNERSHIP User-journey © Copyright 2019 Ogilvy South Africa. All rights reserved. O G I L V Y I N N O V A T I O N L A B
9. SHAP Copyright © 2019 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request.