BANGKOK, THAILAND — Keeping its high-energy spirit burning bright right up to the very end of the year, KFC turns the rollout of the “Free Delivery” campaign on its head with “KFC Bucket Billboard,” an artfully orchestrated unfurling of miniature billboards dotted across neighborhoods luring all Thais to the brand’s free delivery service.
Nestled within the iconic KFC chicken buckets, these billboards are playfully tucked away at food pickup points beneath various office buildings and residential complexes across Bangkok. Strategically positioned, these buckets have become enchanting focal points, sparking sizzling-hot conversations among consumers both offline and online.
KFC strategically unveiled its “Free Delivery” campaign during these year-end festivities, a time when people joyfully gather with their families and friends. And what better way to enjoy the vacation than to add to the convenience of finger-licking mealtimes, freshly prepared and delivered to your door. Meticulously crafted to stir up lively conversations, particularly online, the dazzling miniature “KFC Bucket Billboards” illuminate in the dark with the message “KFC Free Delivery.”
Such shining examples include: “Wanna pick me up instead? Cause now I’m Free..Delivery,” “No idea about the others, but KFC has Free Delivery,” ”Picking up something? Pick KFC Free Delivery,” and ”Don’t wanna be here, wanna be with you – with KFC Free Delivery.”
Park Wannasiri, Chief Creative Officer (CCO) of Wunderman Thompson Thailand, and lead creative partner to KFC, delved deep into how this innovative campaign came to be, expressing that The KFC Bucket Billboard involves hijacking pickup points under buildings throughout Bangkok, creating out-of-home ambient ads. The project aims to capture attention with miniature billboards tucked inside KFC’s iconic chicken buckets, ensuring visibility that everyone couldn’t ignore.
The mystery concept of KFC’s Bucket Billboard is undeniably “eye-catching,” and piques curiosity by the very nature of its placement. As individuals within office buildings and residential complexes order meals, the centralized “pickup points” are unavoidable, ensuring extensive exposure and far-reaching talkability.
“We created these miniature billboards to resemble giant billboards down to the minutest detail, deliberately wanting them to jump out right into the limelight – precisely during these crucial times, brightly burning KFC on everyone’s mind,” added Park.
The innovative KFC Bucket Billboards have garnered substantial attention since its launch in November, prompting people to capture and share photos on various social media platforms.
KFC Thailand Chief Marketing Officer Suhayl Limbada championed this innovative campaign, stating, “As a top-ranked fried chicken brand that has secured the hearts of many, we are devoted to crafting uniquely new experiences for our customers through creative, delectable, and unexpected ideas. Our goal is to provide experiences that resonate with distinctiveness, echoing the brand’s joyful and accessible nature for all, as well as its profound understanding of its fans. Not only does the campaign align with the brand’s personality but it also genuinely reflects the brand’s intention to make it the New Year’s gift for everyone, contributing to the joyous moments during the festive season.”
