ABOUT

Thai people are proud of their spicy thresholds. So, when KFC Thailand wanted to launch the spicy fried chicken ever named "KAI JAI DED" (that means Brave Heart Chicken in Thai,) we triggered their pride by offering some help.

We launched "The Spicy Relief Hotline," a hotline for Thais to complain about our too-hot-to-handle spicy chicken! Then, spice lovers from nationwide called in to vent their heat, resulting in 22 HOURS AND 7 MINUTES of non-stop, fiery rants in the first week. But instead of hiding them, we turned them into real-time ads — on in-transit radio, Social, Spotify, and in-store. The more they complained, the more ads we made, The more they suffered, the more they loved us and the more chicken we sold. Soon, the whole nation was on fire.

By the end of the campaign, We've got 1.994M total engagement, 7.72M PR value, and the menu sold out in 2 weeks.