Best Agency Collaboration Event at ICEAWARDS19
CLASSED AS A PARTNERSHIP, ITG SHARE KFC UKI’S VISION AND ARE EQUALLY INVESTED IN THE SUCCESS OF ALL EVENTS, DELIVERING YEAR-ROUND SUPPORT, COACHING AND THOUGHT-PARTNERING
CATEGORY: Best Agency Collaboration
SPONSOR: ACC Liverpool
WINNER: KFC UKI
EVENT: RGM Fest
LOCATION: Birmingham ICC
RGM FEST is the most important event in the KFC UKI calendar, however due to a challenging previous year as a result of a distribution crisis, there was even more importance placed on this event. It was therefore imperative the messages and tone were exactly right.
The key objectives set for KFC UKI were to reward and recognise; rebuild brand trust with transparency and credibility; inspire and motivate delegates with the new 2019 brand strategy and to create a ‘Love Army’ - a community of employees who feel so good about KFC they make guests feel good too.
In addition to these objectives, they wanted to make the event fun, interactive and engaging for a very diverse audience, bring the new brand world and values to life, rebuild trust and credibility with the delegates and to share stories of employees to create a sense of community and to inspire hearts and minds.
KFC needed to introduce the new brand world to delegates but had to work with very limited guidelines regarding how to interpret the new brand identity. They also needed to elevate the event from the previous year to ensure it felt fresh, bigger and better for their delegates whilst motivating and inspiring delegates after a tough year.
As a result of the crisis, there was a lingering negative sentiment to navigate and rebuild fractured relationships, to make the event really special for their managers.
The team consists of two people who look after communications and engagement across KFC UKI and they rely on their partners, ITG, to help bring the events to life.
ITG offer a full-service partnership including project management, content creation, production and logistics. However, they operate as one team and their partnership isn’t limited to the event planning and delivery phase. Its year-round support, coaching and thought-partnering. The partnership works due to ITG having a shared vision and are equally invested in the success of KFCUKI’s events.
The event team decided to increase their production by recreating a KFC restaurant front counter with menu boards in the brand session which gave the delegates the opportunity to see everything from a customer perspective.
There was a festival theme for the event with a festival line up featuring multiple acts, roaming presenters and wandering entertainers. There was also a fun element to the event with KFC swag/giveaways, balloon drop, a live digital quiz and delegates were encouraged to ring bells if they liked an idea.
There was also a wrap around evening stage, which was modelled on the Glastonbury Truth stage, to wow their delegates. They created an interactive mosaic photo wall which revealed key conference messages throughout the evening.
Delegates were welcomed with lots of branding and videos of delegates which made the event feel personal, driving a sense of community. They received a festival pass and contributed to a mosaic photo wall which later revealed one of the key conference messages ‘care hard’.
The event was opened with a very honest presentation from the CEO highlighting ‘the crisis’ which was deliberately different from the usual format followed by interactive breakout and Q&A sessions.
The event carried on into the evening and delegates were led into dinner by Dhol drummers. Delegates were able to set off party cannons on their table throughout the evening which created lots of energy. The stage continually featured videos of delegates, entertainment and hosts. After the awards, there were games, glitter artists and a VIP cocktail area which really brought the festival theme to life.
The team put together real life manager examples and stories through presentations and videos to create a sense of community and inspire hearts and minds. There was recognition in every presentation with a live digital recognition wall in the evening. The awards became more focused on behaviour rather than results.
The CEO received congratulatory messages from franchisees commenting on how it was the best conference yet, in particular, the messaging surrounding the crisis.
80% of the survey respondents rated the conference very good or excellent whilst the awards, evening party and interactive sessions were the biggest drivers of this.
73% of the respondents could articulate key messages around ‘care hard’.
KFC launched #FastFriday and this engagement saw a huge success with a 891%(!) engagement increase on their internal social network.
This was clear evidence that they have been able to inspire delegates around the brand strategy, in particular, their part to play.
RGM Fest was a turning point for KFC in terms of rebuilding trust and transparency which allowed them to firmly put the crisis behind them. Any crisis related negative sentiment towards the brand has now disappeared within their social network.
The event was pivotal in rebuilding trust that had been lost in 2018 and it wasn’t enough to deliver a ‘good experience’. And ITG were on that same journey from start to finish and were equally invested in the success of the event. Together KFC and ITG pushed harder and challenged each other to create bold, innovative and fresh ideas.
The Judge’s Comments
The judges appreciated the level of honesty and self-analysis within this submission. The organisation did not try to ignore the operational challenges faced during the previous year but instead used this as motivation to ensure success. In their own words – “It wasn’t enough to just deliver a great event!”
The content was clear and concise while giving enough detail to make the event come to life. The clarity of the four main objectives was evident at all stages while all solutions and possible challenges always linked back to their original goals.
An event that was truly “owned” by its’ audience and that had “heart” resulting in numbers to prove its achievement and a legacy that led to behavioural change and re-ignited trust. In conclusion excellent creative, effective delivery and proven metrics.
Enter for ICEAWARDS20 here