KFC HK brings on the 'FING FING' spirit with billboards leveraging optical trick

KFC Hong Kong has joined forces with Edelman Hong Kong to unveil a series of fun-looking billboards throughout the city to get curious on-lookers rocking their heads, upon the launch of its new product “FING FING Cajun Chips” (Fing Fing薯條).

The campaign is inspired by the name and fun characteristic of the new product, of which "FING FING" means “shaking” or “rocking” in Cantonese, with the chips accompanied by a sachet of Cajun seasoning and customers are encouraged to mix them together.

While the move smells suspiciously like a marketing stunt, the billboards, which are located at tourist hotspots such as Causeway Bay and Mong Kok throughout September, have leveraged an optical trick in which the message is concealed in black lines and is only visible when the passersby rock their heads. The billboards were also launched at the same time with other FING FING Cajun Chips announcements across the city.

Furthermore, a teaser video was uploaded on KFC HK's Facebook on 6 September, featuring a girl rocking her head in Causeway Bay. The post has received over 100 likes and 10 shares, with some netizens asking whether the girl would feel dizzy after shaking her head, while some said her behaviour was related to KFC's new product. 

“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. It’s a simple way to connect the ads with the product incorporating the fun spirit of our brand,” said Janet Lau, marketing director of KFC Hong Kong. 

Meanwhile, John Koay, regional executive creative director of Edelman Hong Kong, said: “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,” 

MARKETING-INTERACTIVE has reached out to KFC for more information.

Don't miss: KFC HK welcomes HKers to take a 'Krispy Break' with Bucketverse VR game

Back in August, KFC Hong Kong joined forces with Edelman Hong Kong to unveil a thought-provoking gaming experience “Bucketverse VR”. It came after the launch of the KFC Brainwave Bucket last year. As part of the brand’s new “Indulge in a Krispy Break” campaign, the initiative aimed to offer HongKongers a brief escape from their everyday stress, as part of its “Indulge in a Krispy Break” campaign.

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