Chapter 8
Cocker-doodle-doo welcome to
kentucky town!
Come on in, it's friendly and made for you.
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Hi there Gen-Zs! Do you feel like there's nowhere to go? Do you feel like no brands ever cater to your needs? Do you feel like you're just looking for something cool? Well, come on into the place where friends come to have a finger-lickin' good time, Kentucky Town!
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For KFC's 50th anniversary in Malaysia, we wanted to do something that pays homage to the culture of KFC in Malaysia while also casting a net on our new audience, the Gen-Zs. The Gen-Zs are a group where nothing is more important than genuine connections, friendships, and trendy experiences that allow them to be part of the group. They long to have a sense of belonging. So, along with KFC’s brand proposition of always being original, we gave them a platform to have a true form of self-expression.
Welcome to Kentucky Town!
The Anthem
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Every new town needs an anthem and we wanted to write one that fully encapsulates what it means to be a townie in Kentucky Town. This song talks about being with your friends and truly vibing while being yourself completely. The music video is done in a hyper-funk, "Into the Spiderverse" style that again gives the audience a hint as to what can be expected and felt when visiting Kentucky Town, a place where there is a burst of fun and expressions where you are transported into a new world free of judgments.
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The innovation
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As we wanted to attract the Gen-Zs we knew we had to attract them through innovation and immersion, enter Framemotion. Framemotion is an innovation house that specializes in augmented reality and new technology. With their help, we created the Friendship Tunnel, Friendship Mirror, and Friendship Game.
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Friendship Tunnel = The entrance to our town that serves as a portal to the world of friendship. We created a tunnel that immediately transforms you into a Kentucky Town mascot giving you the impression that once you enter you are a friend of KFC where everyone is equal.
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Friendship Mirror = As we partnered with a popular streetwear brand Pestle & Mortar and legendary cartoonist Ujang we created a mirror that would tell you the size you need and show you how you look in the clothes without ever entering the fitting room!
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Friendship Game = A first-of-its-kind game we used augmented reality without goggles but motion sensors which allowed players to make Kentucky Town meals. The game had to be played in duos and the fastest times of the day would win prizes.