KFC | SA Idols Sponsorship - TV Promos
In 2012, KFC wanted to do something different for their sponsorship of SA Idols.
The premise of this campaign sought to answer the question: if Idols is all about people with hidden talents becoming superstars, what happens to the regular guy? We wanted to give anyviewer the chance to live the SA Idols dream, if only for a day.
We came up with the idea of getting viewers to tell us their So Good moment (“So Good” being KFC’s payoff line at the time), and we picked a winner to make a music video of that moment.
We had a tight budget, but with the expertise of Team Best, we managed to win the trust of our great KFC clients and produced something truly remarkable. In fact, this sponsorship overtook Samsung’s main sponsorship in terms of brand love and viewership, and cost a fraction of the budget.
The campaign launched with a series of fifteen second TV stings that showcased the different styles of music videos the winners could potentially star in.
In the second part of the campaign, we booked thirty second TV spots to be aired during SA Idols, and we had three of South Africa’s biggest comedy talents featured on them. Now, we just needed to get the word out. So, we got South Africa’s answer to Ryan Seacrest, super rapper ProVerb, to let us make a music video out of his So Good moment. This was, weirdly enough, playing tennis.
Thanks to ProVerb’s performance, and the attention it attracted from lifestyle programme All Access, we were able to get the word out about our videos.
People from all over the country, and a few from Nigeria, entered for a chance to be in a music video, and win VIP rock star treatment befitting any music video star.
Videos were shot just a week after we picked the winners and aired shortly after that. They were on-the-edge-of-your-seat productions.
Check them out yourself:
