Menu
Outdoor & Events
 

Tray Typer

KFC Germany

Issue 35 | June 2015

Agency

serviceplan/plan.net

Creative Team

Chief Creative Officer Alexander Schill Executive Creative Directors Christoph Everke Markus Maczey Copywriter Volker Heine Art Director, Graphic Design Marko Savic Art Director, Animation, Graphic Design, Illustrator, Animation Christian Mittelmaier

Production Team

Creative Producer Maximilian Janda DoP Alexander Hackinger Director Katharina Ludwig

Other Credits

Account Supervisor Julia Meinetsberger Innovation Director Per Poulsen Creative Innovation Managers Franz Roeppischer Lorenz Langgartner

Date

March 2015

Background

KFC had positioned the brand as being fingerlickin' good food that was good for sharing, especially among young digital natives. But, whenever a new KFC opened, if customers wanted to share their impressions of the new restaurant with their friends, how could they enjoy fingerlickin' good food and use their smartphones without leaving greasy marks on them?

Idea

The KFC Tray Typer was a durable paper tray that transformed into a super-thin, wireless and rechargeable keyboard when connected to a diner's smartphone via Bluetooth. Tray Typers were handed out with every order during the opening week of any new KFC restaurant, so new customers could both enjoy the food and share a taste of it at the same time.

Results

A total of 1,000 Tray Typers were handed out in three new KFC restaurants and every single one of them was taken home. In addition geo-located social media discussions increased during the campaign period.

Our Thoughts

Finally the print industry is innovating. On pages 92-93 you can see how a newspaper in Sri Lanka printed the news with ink mixed with mosquito repellant. Here is an example of paper becoming digitised in order to create a handy rechargeable keyboard. It’s not just fun and exactly the sort of thing KFC’s core target group would love, it’s a way forward. Print is beginning to reinvent itself. As Tim Milne wrote in Directory 33, now print is freed from the burden of information, it can become more premium and more interesting. As here.