Campaign details
Brand: KFCBrand owner: Yum Restaurants International (Thailand)Lead agency: Ogilvy & Mather Advertising BangkokCountry: ThailandIndustries: Restaurants & takeawaysMedia channels: Content marketing, Online video, social media
Executive summary
Due to the arrival of several international fried chicken brands with their own 'original' recipes, KFC's 'originality' had lost its relevancy to Generation Y – the most valuable target in Thailand's food category. To win Gen Y's hearts, KFC created insightful branded entertainment about being 'original' or being true to oneself, an effective approach to attract and engage with a YouTube...