To stay relevant among Muslim communities across South Africa during Ramadaan, KFC South Africa and Ogilvy partnered with Waze, the largest mobile navigation app in the country, to create the KFC Ramadaan Redirect; a real-time Waze detour that helped those observing the fast across South Africa avoid the irresistible aroma of KFC during Ramadaan as they commuted to and from mosques.
Using Waze as a direct mobile platform, KFC geo-fenced its restaurants and used Waze’s built-in functionality to talk to its audience while they were on the go. If someone approached a KFC during Ramadaan, an in-app banner would pop-up to warn them that a KFC was on route and suggest a short detour that would avoid that particular KFC.
Waze was designed to give users the quickest and most optimal route to their destinations. To pull this off, a temporary functionality was built that contradicts Waze’s original purpose. Stores within locations with a high Muslim demographic were identified and selected, and detours were plotted avoiding KFC restaurants that would also be the least inconvenient to users that opted in.
The KFC Ramadaan Redirect was launched with an online film and featured two of South Africa’s funniest Muslim comedians – and had them share the skit via their social pages. The KFC Ramadaan Redirect solidified their credibility across communities; ‘using a tool to help Muslims during Ramadaan, shared by Muslims’.
OGILVY
www.ogilvy.co.za
