The Artex Compound is a permanently flooded residential area in the Philippines. Despite being part of Metro Manila, it’s a completely different world of its own. The chest deep waters make it inaccessible by land, and residents have to get around the village in small wooden boats. KFC identified Artex as the perfect place for a very special delivery. The mission was simple: to boldly go where no fried chicken has gone before. The Amphibious Delivery proves that even if KFC is outnumbered and outspent by the leading competitors, there's nothing they wouldn't do to get to you. This fried chicken feat was devised to keep the brand top of mind when it came to chicken... and delivery.

In the Philippines, KFC is losing the 'fried chicken wars'. Having only one-fourth the number of the leading competitor's stores, we knew we had to do something special to reinforce our presence and drive up sales.

The mission was simple – to go where our competitors couldn't and wouldn't.

The Amphibious Delivery brought chicken to a place that has been inaccessible for decades: the submerged city of Artex Compound in Malabon. Known as the Venice of the Philippines, the chest-deep waters of this permanently flooded residential area make the place inaccessible by land. Residents have to get around in small wooden boats. KFC partnered with H20 technology to make use of the first Philippine-made amphibious vehicle, and surprised the residents with an unforgettable day filled with finger lickin' good buckets.

So why did the fried chicken cross the flood?

To get to you. And well, because it could.

After making a special delivery to the submerged and inaccessible Artex Compound, the documentation of the stunt was seeded online. As it picked up steam, we also tapped local advertising news outlets to help the velocity of the campaign. Online, we worked hand in hand with the social media team and community managers to engage netizens and respond to their overwhelmingly positive comments and queries. On the day of the launch, delivery sales skyrocketed. And after a week, the content film was viewed over 2 million times, gained 230 million impressions, and received various international PR pick-ups.