KFC was the first brand to establish fast-food fried chicken since 1950s but has been facing fierce competition from new chicken players especially from Korea and Philippines such as Nene and Jollibee respectively. Consumers are lured by new variants and flavours but KFC needs to play to its strength. Not just the Original recipe but its signature Bucket which always creates instant excitement on a dinner table. They want to leverage their signature Bucket to rekindle people's love for the Original Recipe again. Success indicators would be time spent with the brand, quality of conversations to indicate love for product and enquiries to purchase.

In the fast-food business, different products and promotions happen all year round. For the Original Recipe specifically, it's done once a year for a short period of 6-8weeks. Typically for most campaigns, media would include TVC, print, outdoor and social/digital. Creating content specifically designed for mobile experience is the first for this client and it has proven successful even in comparison to their TV spots placed and boosted on their Facebook wall.

Less than 1% of media budget was dedicated to mobile as this is the client's first efforts to test and learn to see if content designed specifically for a platform resonates with the audience. It is a new approach for a brand that typically relies on traditional media to get its reach and awareness.