KFC: KFC Thanks for Discounts on the Colonels’ Birthday 9.9

INSIGHT:
9.9 in Thailand is the Mega shopping day all shoppers have been waiting for. But, on the 9th of the 9th month (September 9th), apart from being the day of Mega shopping day, it's also Colonel Sanders’ birthday, the founder of KFC. So, KFC Thailand decided to disrupt the market to announce that 9.9 was not just a big sale day, but it's Colonel Sanders' birthday!!!!

IDEA:
KFC created a phenomenon. We hijacked every brand and every shopping platform on 9.9 by having Colonel Sanders step out and 'THANK YOU FOR ALL DISCOUNTS ON COLONEL'S BIRTHDAY. It's like a mega shopping day event. It was meant to be celebrated and given as a birthday present for the Colonel until it became a big trend in Thailand to make everyone pay more attention to KFC than the big sale day!