'KFC Delivery By The God Of Rain': Celebrity namesake is a herald for inclement-weather discounts

Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.

Campaign details

Award name: ROI FestivalAward category: OutdoorAward level: Grand Prix 2019Brand: KFCBrand owner: YumAgency: Isobar ChinaCampaign name: ‘KFC Delivery By The God Of Rain’Industry category: Fast foodRelease date: May 2019Budget: RMB 2-5 millionCountry: China

Background

In China, more than 1/3 of the year is rainy, and the number of smartphone orders for KFC home delivery increases by 10% as soon as it gets rainy. 

In addition, food delivery platforms in the market currently rely on location-based technology to deliver...

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