KFC HK thinks out-of-the-box and into a brainwave bucket in latest marketing stunt

KFC Hong Kong is thinking out of the box with its latest campaign. To encourage Hong Kong’s overthinking citizens to think less, and indulge more with Finger Lickin’ Good fried chicken, KFC is partnering up with Edelman Hong Kong to launch its latest integrated campaign.

As part of the campaign, a brand-new tech device called the KFC Brainwave Bucket has been created. The KFC Brainwave Bucket is a brain-sensing helmet with a built-in headband that analyses people’s brain activity. The data from the helmet is connected to an app which provides real-time biofeedback showing how active the mind is.

The helmet design, and the mind-detecting enclosure, is based on KFC’s iconic bucket. People are invited to sit inside the bucket-inspired structure and wear the helmet on their head, after which they’re encouraged to switch off and think less with the help of some Finger Lickin’ Good chicken.

A fun and lighthearted way to bring the comforting effects of KFC to Hong Kongers, the event launch on 22 October is being held at KFC’s flagship store where customers are invited to try the experience for themselves. Those who embrace the comforting qualities of the Colonel’s signature chicken and stop overthinking are rewarded with more fried chicken.

The campaign comes as recent studies indicate Hong Kong is one of the most stressful cities in the world and ranks #1 in the stress index of employees all around East Asia, with a massive 53% of employees feeling pressured and stressed from their day-to-day occupation. However, scientific findings have shown that comfort food relieves the stress response in the brain.

“KFC is the ultimate comfort food,” said John Koay, Edelman’s regional executive creative director. “Born from a great truth, we recognise the brand’s ability to provide people in this pressure cooker of a city with a moment of escape – and the Brainwave Bucket is a fun way to prove it.”

He added, “Partnering with KFC always brings so much excitement and innovative opportunity and this campaign is a great demonstration of that.”

The challenge embodies KFC’s commitment to delivering the unique Finger Lickin‘ Good experience to consumers as a moment of indulgence from their busy day-to-day life.

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