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 restaurants was crucial and our objective was to get people back in-store.

With this campaign, we wanted to speak to KFC fans before reaching the masses. Given the wide fan base, and the fact that Malaysia is a multilingual country, we wanted to make sure to speak to everyone. So, we used the universal language of music and curated a trilingual Spotify playlist to express how much we’ve missed them. We also launched a dedication video featuring a lonely KFC store on YouTube, Instagram and Facebook to drive viewers to the playlist. The media buy was focused on garnering reach and frequency via our social media platforms. YouTube was used to push the video, whereas Facebook and Instagram drove static posts about the stores’ reopening.

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 the usual announcement, they serenaded people back into their stores with a curated trilingual Spotify playlist. It featured 86 songs for 86 days of loneliness to tell people how much they’ve missed them. To drive the playlist, the brand launched a dedication video featuring a lonely KFC store on the 16th of June 2020, and let the furniture do the talking – literally. They expressed how they’ve longed for the return of customers through lyrics from sentimental songs like Officially Missing You, Baby Come Back, When Can I See You Again and Wish You Were Here. The video ran on YouTube, Instagram and Facebook.

KFC made their “open for dine-in” announcement music to people’s ears. 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.