Stop Oversharing
US Food Network – KFC Romania
Issue 45 | December 2017
Agency
MRM//McCann Romania
Creative Team
Chief Creative Officer Catalin Dobre Executive Creative Director Ioana Filip Group Creative Director Simona Suman Copywriter Ioana Munteanu Art Directors Alin Sirbu, Miruna Macri, Bianca Urdea, Adriana Savastre
Other Credits
Strategic Planner Madalina Bozeanu
Date
October 2017
Background
According to the Urban Dictionary, an "oversharer" was a person who gave far too much information without request.
In the social media frenzy of 2017, there was far too much oversharing. Too many people were bragging about how beautiful their lives were.
KFC Romania believed they had a public duty to correct this behavior.
Idea
To promote the one item on the KFC menu that was not meant to be shared with anyone, Duetos, a limited edition offer of two mini chicken wraps that was perfect for people to enjoy by themselves, KFC came up with "Stop Oversharing".
If anyone had an oversharing friend, they were encouraged to let the oversharer know, have a laugh and get a free Duetos out of it.
This is how it worked.
When an overshare was spotted, it got uploaded to www.kfc.ro/stopoversharing. Now a team of re-touchers transformed the images from not-worth-sharing to hilariously worth-sharing.
Then, along with a voucher for a free Duetos, it was sent back to the 'friend' who had uploaded it. They then posted it on the social media pages of the oversharer.
Much humour ensued.
Results
As yet unknown.
Our Thoughts
While this campaign has a very contemporary feel about it, understanding and co-opting behaviours in social media to its own ends, it also has a good old-fashioned advertising idea at its heart. And it's none the worse for it.
In these high-falutin' days of branded content, it is not always easy to associate the brand with its content, they can seem so detached. Here, the idea is clear. KFC Duetos are not meant to be shared. Similarly, there are many things in life that are not meant to be shared either. Why share a photo of you standing on a balcony with the world? You in a hat?
In pointing out these daft, vain, pointless moments, KFC is showing its core target audience that it is one of them, a player in popular culture rather than a bystander or a commentator.