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.
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.
Scope
- Advertising
- Video Production
- Digital & Social Media Campaign
Awards & Mentions
- Sliver Ad Star 2020
Pivot during Covid-19 - The One Showcase
Project Outcome
KFC made their open for dine in
music to people’s ears.
Beyond just intent, these brand health indicators also translated into actual sales as we saw a measurable increase in Current Customers from 51.8% to 56.5% post-campaign.
6
impressions
28
lift in Brand Buzz scores
13
lift in Brand Consideration scores
66
lift in Purchase Intent scores
