HONG KONG- Fast food giant KFC has partnered with Hong Kong-based digital agency iProspect to launch its brand activation campaign centred around the popular anime Attack on Titan.
The brand activation campaign is expected to run until September 18.
Apart from ads, KFC Hong Kong has also launched merchandise and a brand activation deal at its flagship outlet in Causeway Bay.
The partners have jointly created visually appealing and funny advertisements using scenes from the anime featuring KFC’s signature chicken. The advertisements also feature familiar colloquial phrases and local idioms.
According to KFC Hong Kong, six executive merchandise items inspired by anime are available to customers. The merchandise features The Final Season character elements with a pun-intended product name in Cantonese that targets the working class and students.
The Causeway Bay outlet has also been refitted to provide an immersive ‘Attack on Titan’ experience.
The exterior and interior of the flagship store are decorated with the designs of the anime characters, which the fast food giant hopes will ‘bring the characters to life.’
The flagship outlet’s second floor also features two giant photo spots, which the QSR chain hopes ‘will recreate classic scenes from the anime.’
As part of the immersive experience, the fast food giant also launched the interactive Titan Attribute game, which leverages iProspect’s UX/UI expertise to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods.
Janet Lau, Marketing Director, KFC HK & Macau, said, “We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration.”
“The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.”
The partnership is viewed by industry enthusiasts and analysts as the fast food giant’s attempt to reignite brand interest in a challenging QSR market.
QSR chains worldwide have struggled with ravaging inflation, which has caused a significant increase in the cost of raw materials and key ingredients. This cost pressure has translated to higher prices, stifling demand.
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