KFC: Teens like good deeds
Vanich Jirasuwankij, Nuntaporn Laoruangroj and Chanya Sutthienkul
Campaign details
Brand owner: Yum Restaurants International (Thailand)Lead agency: Ogilvy & Mather ThailandBrand: KFCCountry: ThailandIndustry Restaurants and takeawaysChannels used: Content marketing, Earned media, buzz, Online video, Outdoor, out-of-home, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
In an effort to maintain snack-category sales and brand value among the increasingly important, 'recession-proof' teen demographic in Thailand, KFC found a way to connect to their adolescent lives without alienating the brand from their...