DMA Talent - Marketing Challenge 2024

How does it work?

KFC and creative agency RAPP have set the brief for 2024’s challenge.

KFC launched their own delivery service in the summer of 2022, which is accessible through their app.

Your mission – should you choose to accept it – is to create a 3-month campaign to increase the share of KFC app delivery transactions from 10% of total transactions to 15%, whilst maintaining or increasing the average delivery value of £22.

The Challenge

The vision

That the Entry Platform will become the go-to place for companies to run competitions. It will launch initially with prize draw competitions and roll out over 24 months with image/video competitions, paid for entries, scratch card equivalents and more.

The ultimate aim is to build a long-term subscriber base i.e., brands and marketing agency customers who pay and use the platform for at least 12 months.

Objectives

1. To sign up 1,000 new customers to a paid subscription with ‘The Entry Platform’ within the first 12 months.
2. To retain 80% of customers at the end of year one, on their existing or a higher level of subscription.

Target audience

This is a B2B (business to business) subscription brief and the target audience is split into two large groups:

• Brands – key sectors include consumer goods and leisure, but you can use any sector you think would be suitable.
• Marketing agencies – those who are building marketing campaigns on behalf of brands.

Your marketing plan

A 24-month marketing communications plan that will achieve the required subscriptions in the first year, and a retention rate of 80% in the second year.

The plan should contain:

• An executive summary of the key points of your plan.
• A clear statement of your objectives - these should be SMART.

• High level summary of your situation analysis so we understand the 

  rationale for your decisions – just the key points.
• A coherent data strategy – this is a B2B brief so be clear on your target audience from an organisation perspective but also the individual personas you will communicate with. You can target particular types of businesses e.g. marketing agencies or brands and align with specific industry vertical if you wish. Ensure that your strategy is both compliant with GDPR legislation and works for the customer.
• A proposition that highlights both the value of using competitions and the advantages of using The Entry Platform.
• A creative idea to persuade people to buy into the platform – you are welcome to illustrate these but explaining your ideas is also acceptable.
• A media plan explaining the marketing channels you will use to communicate to execute your creative idea.
• A measurement plan to track the success and conversions of the marketing activity and customer retention and engagement.
• A budget for your activities to demonstrate the ROI of your campaign. Your budget for the plan is £100,000.

The deliverables

• An elevator pitch video or presentation (maximum 3 minutes) that outlines your main creative idea and approach. This is your chance to shine. It’s not all about how the video looks; the content is the most important bit. This will be used to create the longlist of teams to consider to pitch.
• A marketing communications plan. This should be no more than 20 pages long plus 10 pages of appendices, which must be referred to in the main text. Your executive summary should highlight the key themes and outputs of your campaign so the reader can gain a quick understanding of your creative idea, execution and forecasted results. The full report will only be considered if the video peaks the judge’s interest.

Judging process

We will review all videos and presentations as the first stage of judging and put the best entries forward to the client to choose who will be asked to pitch. At this point your full campaign plans will be referred to.

Deadline

The deadline for entries is 23:59 GMT on 5 June 2023 at 23:59.