CLIENT
Yum China
1. Maggie Chen - General Manager, KFC Marketing
2. Kathy Zhuge - Director, KFC Marketing
3. Bin Guan - Director, KFC Marketing
AGENCY
1. Yong Yuan - President, Ogilvy Shanghai & President, Advertising China Group
2. Thomas Zhu - Executive Creative Director
3. Jenny Gao - VP Strategy, Brand
4. Joe Wu - Group Creative Director
5. Robin Wang - Business Director
6. Juan Zhang - Creative Director
7. Jamie Yu - Senior Strategist
SUMMARY
Before KFC’s Crazy Thursday campaign, no one has ever imaged such a simple promotion could be turned into a weekly online crazy festival. By leveraging the insight that every Thursday has already become a cathartic release for many young people, KFC rode on and amplified crazy stories drafted by youths to make crazy story creation a ritual for every Thursday. As a result, the brand successfully broke the homogenous promotion competition and won a ten-fold increase in monthly average exposure.
