KFC launches new live music series ‘Bucket. Why Not? featuring UK band Rudimental via BRING
Yesterday saw KFC launch a new Live Music Series with Brit Award winners Rudimental. The series, under its new brand ethos of ‘Bucket. Why Not?’, saw KFC ask music fans to drop everything they are doing to take part in one-of-a-kind music experiences, the kind that only happen once and the kind that people are going to be talking about for years to come.
250 lucky fans brave enough to say “Bucket. Why not?” and follow their intuition were rewarded with one of the hottest gigs of the year at quite possibly one of the world’s coolest locations – inside the Icebergs pool at iconic Bondi Beach.
The activation started early in the morning with a call-out from the band on their Facebook page. Fans were guided to KFC in Bondi Junction unaware of the gig venue until the private transport dropped them off at the famous beach location. The gig erupted when band member, Mark Crown led fans down into the pool with a trumpet chorus
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The gig was broadcast live on Facebook, for fans not lucky enough to be there.
Says Angela Richards, CMO of KFC: “We’re incredibly excited to launch our first music event with world-class music act Rudimental. It marks a first for KFC as we enter new territory and reward fans who are bold enough to say Bucket. Why Not? In the spirit of seizing the moment, KFC is very excited to uncover more surprise events to allow fans to live this mantra with us.”
Says James Griffiths, creative director of BRING who led the strategy and creative behind the series: “With no credentials in music here in Australia, it was important that we did something massive to really make a splash and assert KFC’s position in the cluttered music space in a way that would resonate with fans. And what better way to do it than by bringing Rudimental, the biggest name in drum and bass, a band known for their free-spirited nature, to one of Australia’s most famous backdrops, with a world-first live gig in the pool.”
The live music events don’t stop now the water is back in the pool either. The series will continue to engage and excite music lovers across Australia with more original and in-the-moment experiences planned for those that are ready to take the leap of faith.
Fans that want to hear about these experiences first can sign up on the KFC website.
The KFC launch marks another powerful campaign from BRING agency as it establishes itself as the powerhouse of branded entertainment experiences in Australia. The agency, affiliated with Universal Music Group (UMG), the world leader in music-based entertainment, prides itself on delivering ideas that make noise working alongside some of the country’s most recognised brands
Says Roddy Campbell, MD, BRING: “What a crazy fun event. We’re finding our sweet spot at BRING, helping brands create their own entertainment properties that explode across social. We’re proud of this latest example and believe it sets a great foundation to build on for KFC. BRING on the next challenge!”
The project, led by BRING, was a successful collaboration with KFC’s retained agency, Ogilvy who got Australians talking through socials and a PR campaign as well as via a partnership with MTV to amplify the reach.
BRING
Roddy Campbell, Managing Director
James Griffiths, Creative Director
Will Blackburn, Creative Lead
Eoin Stanley, Senior Designer
Katie Brown, Project Manager
KFC
Sally Spriggs, Marketing Director
Nora-Kate O’Connell, Marketing Manager
Kate Horton, Brand Manager
Ogilvy
Jessica Farahar, Senior Account Director
Alex Watts, Head of Social
Ola Olorunnimbe, Social Strategist
Dharshini Sundran, Social Account Executive
Madeline Hoskin, Social Creative
OPR
Madeleine Hanley, Account Director, Publicity
Stephen Maher, Account Director, PR
Sophie McIntosh, Account Manager, PR
Event Production: Second Sunday
8 Comments
Very poorly made, just makes it unwatchable.
If the recent Extra gum pre rolls are good example of how to make this kind of content.
This would be the ideal poor example. It really does fall flat on so many levels.
Nice try comparing studio shot content to a live performance. Why don’t you compare it to Christopher Nolan’s Dunkirk while you’re at it.
Took me about 5 seconds to get the ‘bucket/fuck it’ pun.
Then another to groan at how bad it is.
Puns. Seriously?
And this “assert KFC’s position in the cluttered music space”
KFC has a position here? based on what?
Fair dinkum, you guys have some lazy people working on this brand.
if it was 2012.
Surely some heads will roll for this. Lazy work indeed. Isn’t going to BRING and new clients in the door, that’s for sure.
I loved Dunkirk!
That aerial shot of the ‘crowd’ looks mighty depressing