KFC SG launches gamified wallscape at Serangoon MRT for burger campaign

KFC, renowned for its finger-lickin' good chicken, has launched a new campaign that aims to blend indulgence and fitness to mark the return of its Zinger Double Down burger. The burger is returning with a new variation, the Cheesy Mushroom Zinger Double Down.

The campaign features interactive elements such as a wallscape at Serangoon MRT station that has a 'Whack-A-Mole' game. The immersive campaign is also designed to offer commuters an interactive fitness experience and to give them yet another reason to satisfy their cravings.

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Conceptualised by Havas Media Singapore, the game encourages individuals to shed any guilt and relish the fast-food chain's 'Zinger Double Down' burger with SG$1 off when they play. Commuters may also upload a video of their gameplay to Instagram and tag @kfc_sg to redeem free fries.

“KFC’s Double Down is usually seen as a sinful treat. With this campaign, we hope to show fried chicken lovers how they can go ahead to indulge, and how KFC can be a part of their everyday lives – without the need to feel guilty for eating their favourite food,” said Juliana Lim, senior director, marketing and food innovation at KFC Singapore.

"The gamified wallscape speaks to the concept of guilt-free indulgence. Our collaboration with KFC to execute this innovate concept not only showcases the delectable appeal of its new launch but also offers fans an experiential incentive to treat themselves," said Kelvin Goh, media director from Havas Media Group Singapore.

The execution features creatives from R/GA to entice commuters with the campaign tagline, “Go On. Give In”, to drive them to the closest KFC outlet.

In tandem with the campaign, KFC is also celebrating the launch of its new Cheesy Mushroom Zinger Double Down burger with a collaboration with local gym F45. 

With every purchase of KFC’s new Cheesy Mushroom Zinger Double Down burger, fried chicken enthusiasts all across Singapore will be entitled to a free class at F45 Lower Peirce to work off their indulgence.

R/GA Singapore, the creative agency of record for the fast-food chain, brought this concept to life with KFC’s marketing team with a simple premise: Helping consumers remove the guilt of giving in to their cravings – because balance is the name of the game.

“There are salad lovers, and there are people who love Double Down. A burger with no buns, no lettuce, no tomatoes. Pretty hardcore stuff that sells itself. So, we figured that the right thing left to do is partner with a renowned high intensity fitness studio to help Double Down lovers burn after they bite," said R/GA's executive creative director Ed Cheong. 

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