Hong Kong – iProspect Hong Kong has recently spearheaded KFC Hong Kong’s brand campaign with the sought-after Japanese anime “Attack on Titan The Final Season”. This “Krunch! Chill Out and Attack On!” campaign marks another massive undertaking by KFC with an iconic anime IP.
Despite the anime’s focus on high-stakes battles against giant titans, iProspect demonstrated its expertise in orchestrating complex brand collaborations. Through its dedicated IP offerings and a blend of creative, media, and UX/UI elements, iProspect thoughtfully reframes these intense anime motifs in a way that resonates with the local market and aligns with KFC’s brand identity.
At the heart of the campaign is KFC’s brand positioning of providing a “Krispy” break – a moment of indulgence and relaxation amidst the daily pressures of life. This concept is brought to life through the animated commercials that integrated “Attack on Titan” characters into scenarios that mirror the daily struggles faced by the local consumers.
Leveraging iProspect’s creative expertise in marrying animated IP and the brand products seamlessly, the animated Titan characters were designed to carry KFC chickens in their hands, further echoing the KFC brand identity of playful and bold.
Moreover, one of the animated spots features the Attack Titan dressed in business attire who emerges to tell a stressed-out office worker “Feeling stressful? Eat KFC to relax! (有壓力？ 食件雞囉！)”. The other commercial features the Attack Titan who stopped the Jaw Titan with a student backpack who is overwhelmed with homework, to “Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你！)”.
These relatable scenarios, enhanced by the use of familiar Hong Kong idioms and colloquial phrases, further enhance the local relevance and resonance of KFC’s brand messaging.
iProspect Hong Kong and KFC have also developed a line of six exclusive merchandise items inspired by “Attack on Titan: The Final Season” character elements with a pun-intended product name in Cantonese – “Krispy Break” Maneuver Gear (唞唞「雞」動裝置)”, including ‘Krispy Break Titan Eye Mask’, ‘Survey Corps Neck Pillow with Cape’, ‘Infinite Stress Popping Bucket’, ‘Survey Corps Krispy Break Portable Fan’, ‘Titan “Kooling” Towel’, and ‘“Krispy Break” Acrylic Stand Blind Box’, aimed to remind working classes and students to take a break during their busy days.
Both have also have taken the collaboration a step further by transforming the flagship KFC store in Causeway Bay into a fully immersive “Attack on Titan” experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.
The second floor also features two giant photo spots, recreating classic scenes from the anime. This first-of-its-kind move showcases KFC’s commitment to providing consumers with a 360-degree engagement that aligns with their brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.
Lastly, to further reinforce the brand’s role in providing a moment of respite and relaxation, KFC created an opportunity for the audience to reflect on their daily stresses and the need for a break. Leveraging iProspect’s UX/UI expertise, an interactive “Titan Attribute” game has been implemented to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods.
Janet Lau, marketing director of KFC HK & Macau, said, “We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration. The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.”
Meanwhile, Christa Ma, business director at iProspect Hong Kong commented, “This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.”
The campaign is running from 22 August to 18 September and being promoted across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising, influencer social media channels, print ads, MTR network, domination of the Causeway Bay KFC flagship store and all other KFC stores.
