KFC Thailand's 'Wait in Line Aunties' Queue So You Don't Have Too
CJ Worx, together with KFC Thailand, created a stunning visual of 100 Wait-In-Line Aunties to promote KFC Just Pick up service.
KFC Thailand wanted to relaunch its 'self pick-up' service with the new name 'Just Pick up' with the objective of shining the lights on benefits consumers will get from using this service. Most Thai consumers are not yet familiar with self pick-up service and not only do they have no idea how they can benefit from it, some of them don’t even know what the service is at all.
However, the young Thai generation is well known to use the 'wait-in-line service' that is mostly run by aunties, which they usually go to to have someone queue up in their place, whether to buy a new iPhone14, limited edition sneakers, or to secure a table at a newly opened restaurant. So, in order to demonstrate in an easy and simple way that using Just Pick up means consumers no longer have to queue up at the store, KFC utilised these local insights to launch the '100 Wait In Line Aunties' live stunt campaign.
All 100 aunties were dressed up in a complete head to toe uniformed swag look to attract all passers-by with the message 'This Queue, we wait for you' on the back side. All 100 aunties queued up starting from the instore counter, with the lines spilling out of the store and taking up the whole front of the KFC stores and other places all over Bangkok. The lines ended up being longer than the iPhone14 line! KFC Thailand was able to deliver the message that by using Just Pick up service through KFC App, consumers will no longer have to queue up by themselves. The campaign is wrapped up with a tutorial film of how to order KFC through Just Pick up service in a simple way, shown by no one else but the aunties themselves.
The campaign was able to gain new numbers of the KFC app downloads and not only register the name 'Just Pick up' to Thai people but also change their purchasing behaviours to use 'Just Pick up' when they visit the KFC stores.
