Why is this work relevant for Direct?

Based on the delicate consumer insights during the pandemic, KFC’s “The Red Stool of Hope” aims to support pandemic prevention by launching a “zero-contact delivery service” in which food was placed on the “red stool”. After the event was launched, the growth rate of delivery service performance for the month came up to 12.0% (7% higher than the annual average), the KFC search volume increased to 20%, the OTV result came up to 3.015 million online views, 10,862 effective interactions, and 3,210 active sharing. KFC brought “warmth” to consumers during the pandemic and boosted brand favorability.

Background

Due to the impact of COVID-19, Taiwan was under a Level 3 epidemic alert from May 2021. As a result, all stores in Taiwan have closed eat-in areas, and the catering industry has been hit hard. KFC has launched a zero-contact delivery service with “red stool” where food is placed to provide consumers with a safe delivery service in response to the pandemic.

Describe the creative idea (30% of vote)

A red stool connects the inside and outside of the door, bringing ease, expectation, and hope. During the pandemic, opening the door to receive food delivery is the most anticipated moment of the day for consumers who are at home for pandemic prevention. KFC has launched a “zero-contact delivery service” from consumers’ perspective. This service’s exclusive “red stool” reduces the contact between delivery staff and consumers. Also, it brings a moment of warm interaction, making the moment full of ease, expectation, and hope upon opening the door.

Describe the strategy (20% of vote)

KFC explored consumer psychology to find out the happiest moment of the day for consumers during the pandemic: the moment when the food delivery arrived. From the perspective of consumers, we carefully observed the delivery process, launched a heart-warming “zero-contact delivery service”, and invited consumers to use it during the pandemic. To enhance the brand's favorability, this promotional video aims to emotionally convey the goodwill that during the pandemic, KFC is always staying along with consumers to get through the present, look forward to the future, and keep on holding hope.

Describe the execution (20% of vote)

This promotional video is filmed from the consumers’ sight. The moment when they open the door and see the exclusive “red stool” with food for zero-touch delivery is piled up with expectation and pleasure to build up an emotional connection, which symbolizes the “expectation” and “hope” in everyone's heart.

List the results (30% of vote)

• After the event was launched, the growth rate of delivery service performance for the month came up to 12.0% (7% higher than the annual average). • The KFC search volume increased to 20%. • The OTV result came up to 3.015 million online views, 10,862 effective interactions, and 3,210 active sharing, which generated widespread discussions among consumers and media coverage. • KFC brought “warmth” to consumers during the pandemic and boosted brand favorability.