KFC Billion Heirs

CREATIVE

This was KFC’s most ambitious campaign to date—a 2.4 billion baht (USD 67.4 million) giveaway where everyone can win.

The ask: Mass appeal + Thai appeal + keep it recognisably KFC

The winning idea: KFC Billion Heirs, where we tapped into the beloved Thai inheritance drama genre (and almost landed ourselves in a whole literal drama. DM to find out more.)

We soft-launched the campaign with a daring cover page ad informing everyone in Thailand that the Father of KFC was giving away his inheritance of 2.4 billion baht.

Thai media and KOLs sent social and broadcast feeds abuzz, as everyone hopped on the bandwagon to uncover what the latest KFC shenanigan, what this inheritance means, and more importantly, who it was going to.

After two days of speculations and media coverage, we satiated our fans with a long-form launch of the campaign:

The result? Thailand’s largest and most successful lotto campaign. (Although if you ask me, the greatest win of this campaign was the mountain of ideas we had to discard along the way—the result of a client with a truly voracious appetite for the creative.)

FUN NUMBERS
Giveaway Sum: THB 2.4 billion
Teams Calls beyond 9PM: >40
Rounds of Presos: 15… 16? Who’s counting?
Creatives: 6
Countries: 4 (TH, SG, AU, SA)
Brief to Launch: 3 months
Shoot to Launch: 1 week 💀

A sneak peek into an idea that almost made it, perhaps better-suited for an English-speaking market:

Client: KFC Thailand