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KFC - Untold Haunted Camping

Helping KFC fans find acommodation at Romania's prime music festival - with a price!

See case study

So what was the problem?

KFC has a certain quirk in Romania - it is the only country where you get a certain type of garlic sauce. It is, coincidentally, also the most popular sauce.


So popular in fact that KFC decided to release it as a standalone product in retail. So it needed a bit of a boost in awareness to get sales going.

Introducing:

Untold is Romania's biggest music festival and happens yearly in Cluj-Napoca, the city closest to the famed Hoia Baciu haunted forest. So, under the protection of vampire repelling garlic, we organized a camping space right in the haunted forest. The campaign got a Silver Golden Drum in the Local Flavor category, as well as several local awards.


See the case study below for a more complete view.

Campers had a special way to apply: with a photo of themselves watching a jumpscare video we had prepared for them in the application form.

The campaign also had a strong digital leg, in form of reviews and social media content.

It was also picked up by various press outlets.

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© Mihai Stoica 2024

© Mihai Stoica 2024

© Mihai Stoica 2024

© Mihai Stoica 2024