Creating with "The Journey of Memories"
From July 5, 2024, to August 11, 2024, CreativePoint collaborated with KFC Vietnam to launch the #KYUCVERSES marketing campaign. By integrating gamification and augmented reality (AR), the campaign delivered an emotional and highly interactive experience.
The campaign was seamlessly implemented across 222 KFC stores in 64 provinces and cities, with flexible integration across both online and offline platforms. Customers simply scanned the QR code on KFC’s promotional packaging to access the AR filter, play mini-games on Zalo, and participate in the lucky draw for valuable prizes such as an Apple Watch, CGV movie tickets, or KFC discount vouchers.
What Did CreativePoint Do?
With creativity and professionalism at its core, CreativePoint brought unique value to the #KYUCVERSES campaign. Our team developed gamification experiences deeply rooted in Vietnamese culture, featuring a user-friendly interface and engaging gameplay on the mini app, making customer interaction seamless and inspiring. Additionally, AR technology was flexibly integrated to create innovative filters, ensuring the campaign stood out across digital platforms.
Beyond creativity, we closely collaborated with KFC throughout the execution process, from system management to optimization. By ensuring smooth operations and promptly addressing any arising issues, we maximized the overall customer experience.
Outstanding Results
The campaign achieved remarkable success, with impressive milestones:
- 116,719 QR code scans for the AR experience.
- 42,148 purchases and mini-game participants on Zalo.
- 30,549 rewards distributed to customers.
- The “Ô Ăn Quan” game led the way with 12,378 visits and an interaction rate of 41%.
- Drop-off rates at each game stage remained below 30%, reflecting an optimized user experience.
- On average, users required only 1.8 attempts to successfully scan receipts, thanks to significant improvements in OCR technology.
- Ho Chi Minh City and Hanoi recorded the highest participation, with the 24-34 age group and female users making up 63% of the total audience.
Impressive Achievements
The campaign not only left a lasting impression on customers but also earned KFC Vietnam the prestigious title of “Innovative Food Brand of the Year” at the Van Xuan Awards 2024. This recognition is a testament to KFC Vietnam’s creativity and strategic vision, as well as the impactful collaboration with CreativePoint.
The #KYUCVERSES campaign is a clear testament to the perfect blend of creative ideas, cutting-edge technology, and the professional execution capabilities of CreativePoint. It also serves as a stepping stone for KFC Vietnam to further solidify its pioneering position in the fast food market.
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