In 2015, Romania faced an education crisis. Only 40 percent of high school students in the country passed the baccalaureate exam, which is equivalent to the SAT. To help address this nation-wide concern, KFC Romania teamed up with MRM/McCann Romania to launch the Wi-Fi Test Campaign. The campaign aims to offer free Wi-Fi to students if they get to answer a test question correctly.
Nir Refuah, Chief Creative Officer of MRM/McCann Romania said: “While Romania holds record numbers in teen Internet usage and high Internet speed (top 3 worldwide), education performance ranks much lower. Donating digital assets for the community is trending up among social aware brands, and I’m proud that KFC and MRM//McCann Romania are part of the movement.”
KFC Romania is donating a total of 5,700 square meters of free internet to Romanian high school students in the name of education. KFC already has plans of changing its entire internet infrastructure to make way for the knowledge-protected access. And by knowledge protection, KFC means that their router software will have 1,600 questions embedded before access is given to a student. These questions were approved by high school teachers and they were compiled from old baccalaureate exams.
Any student that walks in a KFC Romania restaurant can immediately search for the KFC Wi-Fi Test network. Once the student tries to connect, he or she will be presented a random question. If the student answers correctly, a free hour of Wi-Fi is provided. If the answer is incorrect, KFC will provide the student with the correct answer.
KFC and MRM/McCann Romania believes that this campaign will give students an alternative to studying for the baccalaureate exams—one that doesn’t restrict them to textbooks. Executive Creative Director of MRM/McCann Romania said it best:
“When you’re a teen and everybody tells you to study, you’d do anything but that. We wanted to give teens an alternative way to studying for their final graduation exams in a way that makes school and education fun. And how can you do it better than through the Internet they use every day?”