Earlier this year Gloo@ogilvy were asked to help KFC increase the relevance of its offering and drive an exciting in-store experience creating brand love, word of mouth and return … read morevisits in the urban youth market.We knew from research that this core target audience is heavily interested in music so we decided to create a new one-of-a-kind music platform. We also knew that there are many local artists still battling to get signed by music labels. So we looked to see how we could publish their music right in front of the our music loving audience while they ate at our restaurants. Thus the 'KFC Sound Bite' was born – and the creation of digital audio tables inside our stores. Turning an ordinary eating experience into an immersive digital sound experience to support and amplify local up and coming artists. We used bespoke Digital Ink as apposed to normal digital screens allowing for greater durability on a surface where customers ate and often spilt their orders. This technology also allowed for fast national rollout due to the lower cost. The tables boasted illustrations by local artists to create branded digital touch tables where customers could touch table graphics to play tracks, and initiate further distribution of their music through social sharing. They could listen by placing their elbows on the tables surface, giving them an immersive musical experience without disturbing anyone else in store.
Our technology transmitted sound waves through their arms to their ears using innovative 'bone technology’.
Results
Customers were drawn to the visually impactful tables and gave overwhelmingly positive feedback about the experience.
The installation increased the average dwell time of the customer in store and led to widespread social media hype about the innovation.
The tables have become an important element of KFCs national store upliftment programme.
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