The Campaign

No direct knocking or mentions of competitors.

Results

It all started from an insight: that Malaysians spend a quarter of their waking hours on phones. KFC wanted people to reconnect with the people around them through good food. We challenged them to put their phones down at meal time. The KFC Phone Stack is an app that allowed people to link their phones in a stack at KFC outlets. Touch their phone, and the link was broken. Leave the stack alone, and the more KFC rewarded them. What began in stores soon spread everywhere. In one month over 6,000 So Good minutes were shared.

It was a simple matter of leveraging on social and gaming culture, to make a social game out of not using your phone. The KFC Phone Stack is an app that allowed people to link their phones in a stack at KFC outlets - a stack that could not be touched. Touch the stack, and the link was broken - game over. Leave the stack untouched, resist the urge to answer texts and check your timeline, and the more KFC rewarded you.

With people's phones tucked away in a dining table corner, what was left? Time for meaningful conversations and connections. People used the app an average of 3 times in the first three weeks of downloading it. That's three definite good conversations. An average of 23 minutes were spent offline per month by those who used the app. That's 23 minutes of So Good moments. In one month, over 6,000 So Good moments were shared.