To mark the launch of the brand’s new “FING FING Cajun Chips”, KFC Hong Kong has released a series of billboards in the city to get curious on-lookers shaking their heads to reveal the new news.
The campaign is a take on the product name and characteristic (FING FING meaning “shake” in Cantonese) – with the chips accompanied by a sachet of Cajun seasoning and customers are encouraged to remix them together for an enhanced Finger Lickin’ Good flavor and experience.
The billboards use an optical trick in which the message is concealed in black lines and is only visible when you shake your head. It’s a fun, interactive approach that has been launched at the same time as other FING FING Cajun Chips announcements in press and media around the city.
“We want to get as many eyeballs on the new FING FING Cajun Chips launch as we possibly can – and playing with the product identity felt like the perfect way to do this in a playful and engaging way,” said John Koay, Regional Executive Creative Director of Edelman Hong Kong.
“Our mission for this product is to get the whole of Hong Kong in the FING FING spirit and what better way to get the ball rolling than with the ads,” said Janet Lau, Marketing Director of KFC Hong Kong. “It’s a simple way to connect the ads with the product incorporating the fun spirit of our brand.”
Agency: Edelman Hong Kong
Regional Executive Creative Director: John Koay
Creative Directors: Amy Cheng, Oliver Davis
Design Director: Andy Chan
Art Director: Carson Ho
Production Manager: Richard Poon
Head of Strategy: Phyllis Yip
Digital Senior Manager: Logan Cheng
Digital Associate Manager: Sammie Wong
PR Brand Manager: Mona Tin
PR Brand Assistant Executive: Suki Chu
Client: KFC Hong Kong Marketing Team
Production: Ray Man Photography