KFC You Soon

Agency

NAGA DDB TRIBAL

Client

KFC Malaysia

Product/Service

KFC Dine In

Brief

During the Covid-19 lockdown in Malaysia, KFC had to close their stores. Although they were still open for delivery, dine-in was their main source of revenue. So, after the 3 long months, the reopening of their stores was crucial.

Solution

Instead of doing the usual announcement, KFC decided to serenade people back into their stores. A specially-curated trilingual playlist titled “KFC You Soon” was created. It included sentimental songs like Officially Missing You, Baby Come Back, When Can I See You Again and Wish You Were Here to tell people just how much KFC has missed them. The playlist featured 86 songs to commemorate the 86 days that the dine-in service was unavailable.

To drive the playlist, the brand launched a dedication video that featured a lonely KFC store, and let the furniture do the talking – literally. They expressed how they’ve longed for the return of customers through lyrics from songs in our playlist.

The campaign garnered over 6 million impressions, 9.9% increase in brand consideration
and 22.3% increase in purchase intention. More importantly, the KFC stores are no longer a quiet place.