PROJECT: KFC - Studycoin
AGENCY: MRM//McCann
PUBLISHED: April 2018
TEAM: ECD: Ioana Filip // AD: Roxana Nita // CW: Adina Stanescu
AWARDS:
Gold - Microsites @ Internetics; Silver - Digital Brand Experience @ Internetics; Gold - Gamification - Studycoin @ Internetics; Silver - Full Digital Campaign @ Internetics; Innovation, 2nd place @ Webstock; Silver Use of Technology @ Festival of Media Global
In recent years Romania has the lowest pass rate in high school graduation tests.
In order to to help teens get prepared for the high-school graduation tests, we’ll hijack the mechanism that stands behind bitcoins: mining through equations.
KFC launches Studycoin, a new currency accepted in KFC restaurants. In order to get an Studycoin, teens have to mine it with math equations on kfc.ro/studycoin. Each mined equation will bring to each user a piece of an Studycoin. All the pieces of Studycoins will be gathered in a virtual wallet. The more users mine the equations, the higher the value of the Studycoin grows. Each Studycoin can be exchanged for KFC vouchers in special exchange booths.
Besides concept and art direction, I also did the illustrations for the whole tutorial.
