Kentucky Fried Chicken and CJ WORX Thailand have teamed up on a unique campaign. KFC Thailand went viral this month when KFC founder Colonel Sanders' Birthday campaign was shown on millions of screens on the same day as Thailand’s 9.9 double-digit sale.

9.9 is essentially Thailand's Black Friday. Brands go hard on discounts with the hope to get their sales up. This 9.9 went wilder than ever with Colonel Sanders’ Birthday getting the big screen treatment with the campaign "Thanks for Discounts on the Colonels’ Birthday."

Many brands joined in Colonel Sanders' big day by putting discount labels on their products. KFC brought the prominent figure out to the public to show the founder’s gratitude by helping promote other brands that offered discounts. KFC is sticking to its brand concept of bringing the community together and delivering pleasant moments in their lives. And that's not the end of this brilliant approach.

The KFC ad was aggressively advertised through different media channels. KFC went all in with online, offline media, and the brand's own channel.

Adding a bit of Thai insight to the recipe, billboards at BTS stations and Tuk Tuk wraps were put in place to spice up the campaign.

KFC gave complete freedom to CJ WORX - a digital agency known for its viral campaigns - to come up with the campaign idea. CJ WORX sees it as a win-win situation for all parties since KFC helped in promoting other brands’ products while also celebrating Sanders' birthday.