KFC invests in local marketing: partnership with Moovit app
Triboo Group's dedicated local marketing team, T-Local, has closed an always-on positioning agreement with KFC in partnership with Dentsu
KFC, a U.S. fast food chain famous worldwide for its secret fried chicken recipe, has decided to integrate into its digital communication strategy an innovative tool to meet the brand's needs: KFC will be active in an always-on mode on Moovit, a leading urban mobility application, exclusively represented in Italy by Triboo, throughout 2023. The goal of the franchise is to attract users to its stores and increase in-app traffic. Planning is being handled by Dentsu, a leading global communications agency.
The restaurants will be mapped using an innovative format: the KFC logo will be embedded within the Moovit map, and by clicking on it users will be able to delve into the offers and reach the nearest store. In addition to pins on the map, a combination of in-app display formats is planned, which will allow the brand to use customized creative based on current offers. All formats are displayed to users when they are in close proximity to restaurants. In fact, the creative is enhanced with practical information such as estimated travel time to reach the store and find out about current promotions. The aim is to incentivize drive to store, while maintaining a strong focus on promotions,manageable on Moovit with extreme flexibility.
"The agreement with Moovit proves to be extremely beneficial for both companies." - says Davide Totah, Sales Director of T-Local - "We are very pleased to have brought on board, with a continuous agreement on the year, a brand with a strong positioning like KFC. We believe that Moovit represents an ideal tool to intercept an interested and on-target audience. Through the use of innovative technologies and formats, we will be able to attract more and more companies belonging to the all-round retail world."
"Once again Moovit is chosen by a global brand for the local promotion of its activities by going to reach customers at the best time: when they are already on the move in large urban areas and can take advantage of accurate directions to reach a KFC store and take advantage of related promotions." - Samuel Sed Piazza, European Director of the Moovit app, added.