“The sponsorship industry is cluttered with wallpaper branding and our objective was to implement an idea that was relevant to KFC and dining and that would cut through the clutter with high talk ability value,” says Richard Dunn MD of Playmakers, the KFC sponsorship agency that brought this experience to the skies of South Africa.
This was done through an integrated leveraging plan that included a national competition through SABC and SuperSport, radio, print and in stadium promotions where fans could stand the chance to watch the cricket at over 30m in the air above the ground while having their favourite KFC meal.
Playmakers activations director Matt Ellenbogen continues, “Logistically the idea had its challenges but fortunately the ICC believed in it and understood the value of putting the fans at the core of their activation thinking.”
Over 1000 people will have experienced the Champions Box during the ICC Champions Trophy 2009. On top of the experience for fans, the brand received a massive amount of PR and media exposure around the world, through the global television feed to countries such as India, Sri Lanka and Australia.
“The idea has been a massive success for us. We backed an innovative idea and leveraged it through an integrated media strategy which has allowed us to create ownership around one of the ICC's premier cricketing events,” concludes Verity Smith, senior brand manager KFC.
