KFC needed to relaunch its click&collect service. A key ecommerce channel where people can get discounts in exchange for ordering through the app, and picking up their order themselves.

The first problem, is that lots of people don't even know about the existence of this service. The second, that in the age of convenience and delivery, nobody wants to walk to the restaurant and then have to walk with a fast food branded bag. As a result, only 0,4% of the orders were made through Click&collect.

The brief was to relaunch the service, called YaVoyYo in Spain, creating buzz around it.

The objectives included first, driving app downloads, and then, drive orders through the click&collect service. And as we had a very small media budget, we needed the idea to generate earned media and PR coverage in order to amplify its reach.

We needed to convince people to walk to our restaurants.

So we decided to make walking to pick up your order something really worth watching and sharing.

We turned Spain's most famous (and busiest) street into a KFC themed fashion runway, with models catwalking down the whole street to pick up their orders in the KFC Gran Via restaurant in front of the crowd.

And while they walked and stopped in iconic locations of the street for everyone to see, they did it carrying something special: designer bags inspired by KFC's takeaway bags with exclusive click&collect promotional codes to redeem in KFC app.

One of the most iconic elements of the service, transformed into moving ads that ended up crowding social media feeds, and appeared in all the news and magazines coverage organically. In the end, a live experience that transformed the ordering and pick up experience along the way.

We had a double target for the idea to work:

First, all the people in Spain's most crowded street. Both locals and tourists that wouldn't be able to resist photographing an unusual and surprising event in the middle of the street.

Then, media outlets, specially fashion and mainstream media, that would be attracted by the newsworthiness of the experience.

Both were equally important to get to our actual real business target: potential KFC consumers that would discover the promotions and the service thanks to the amplification of both people's social feeds and media content pieces.

And as the results demonstrate, we hit the sweet spot between them.

To make the idea something worth photographing, watching and sharing, we collaborated with UNO models, the leading fashion talent agency in Spain to select some of the most sought after models, which have worked with luxury fashion brands and appeared in the Madrid Fashion week and would attract media attention.

Then, Reparto Studio, award winning Spanish atelier created 10 exclusive clothing designs inspired by KFC's distinctive assets, such as the colonel, the bucket, or the original recipe.

And they also created a unique bag design, inspired by our paper takeaway bags, that included exclusive promotional codes to be redeemed in KFC app when selecting click&collect service. The key part to sneak our promotions in every news piece and every image that people would take of our unique runway.

As we expected, not only the surprised passers by were shocked by the activation and couldn't resist bringing out their phones to capture the moment, but every major news media outlet in Spain was eager to cover the experience.

We generated more than 1,5 million € earned media value with an activation that lasted only a couple of hours.

As a result, every photo, Stories, reel, post and every news piece became an undercover KFC click&collect promo, making the news last far longer than the actual event.

And the catwalk led to the ecommerce.

The impact was such that we achieved and actually surpassed the business objective. New app users grew by 161%.

Click&collect orders went through the roof, growing +2500%. In just 48 hours, we got more orders than in the entire previous year. We didn't just bring Click&Collect back to life. We made it the trendiest commerce channel.