2019 Winners & Shortlists


Short List
CategoryUse of Social & Digital Platforms

Why is this work relevant for Brand Experience & Activation?

KFC Scroll Thru is the first ever wholly digital branch on social media, allowing people to scroll by for a bite when they’re scrolling along their feeds on their 90-meter daily scrolling journey. With KFC Scroll Thru, we brought the human, face-to-face service and experience from the KFC Drive Thru to the social platform and opened the world’s first social media Drive Thru branch leveraging the shoppable format, Facebook Collection Ad. All to create a convenient, entertaining and shoppable social experience right on the route people travel the most today: From the top to the bottom of their social feeds.


In the Middle East, fast food delivery is outpacing traditional in-store channels but KFC was lagging behind its competitors. Moreover, even when people did order KFC for delivery, 83% of the time they chose to call in their order, which is a high cost channel. Only 2% of delivery orders were through the website. We needed to change this. Not only for KFC, but to give our KFC chicken lovers an easier and more convenient way to order when the craving for fried chicken hits. KFC asked for a campaign that would get more people to order online by making it easier and more fun to order. So instead of dialing a number, they would tap their phone to order now. Without having to go through the existing website experience.

Describe the creative idea.

Welcome to The KFC Scroll Thru. It’s like a Drive Thru but right in your social feed, Drive Thru window, menu and dedicated employees included. It’s the first ever social media Drive Thru, allowing people to scroll by for a bite when they’re scrolling along their feeds on their 90-meter daily scrolling journey. Leveraging the shoppable format, Facebook Collection Ad, you can choose your meal right at the Scroll Thru window in your social feed. Meanwhile our Scroll Thru employee presents today’s meals, helps you choose and entertains you if you can’t decide, all bringing the face-to-face service of the physical Drive Thru to social, giving this often very sales-driven channel a human and entertaining touch. The KFC Scroll Thru is KFC’s newest branch making it easier and more seamless for you to order your favorite KFC chicken. All conveniently placed where you’ll pass it the most: Your social feed.

Describe the strategy.

Mobile and social media are the gateway to a more convenient, connected and expressive social life for the Arab Youth. So we harnessed the power of social and mobile to drive orders that went beyond ‘swipe up to shop’. We created an experience that was convenient, fun, and delivered a seamless user journey from awareness to sales in few clicks and within a full-screen immersive experience. We used the trend of blending physical and digital retail. But instead of putting digital into the physical, we put the physical into digital. The mobile Collection Ad format was turned into content that not only drove orders but created an engaging experience with humorous stories unfolding. Moreover, we created multiple versions of unexpected stories to retarget people who didn’t order the first time. Not only did we create a drive-thru in people’s newsfeeds, we turned social mobile ads into an enjoyable brand experience.

Describe the execution

We opened The KFC Scroll Thru window in social feeds and on websites all over the Middle East, making sure to be there for people on any part of their daily scrolling journey. For those who weren’t hungry enough to order when they scrolled through the first time, the employee and his hardworking colleagues inspired them to do so in surprising ways the next time they scrolled by. Each visit to the KFC Scroll Thru would have an entertaining and unexpected story unfolding in the kitchen, keeping the viewers’ attention throughout the film – and making them curious about the next. And like with any other branch opening, we created an awareness campaign around our Scroll Thru opening, unfolded in display banners all over the Internet. 27 films were pushed in the campaign to make sure this new branch will live on in social feeds all over the region.

List the results.

After just 6 days, the KFC Scroll Thru had already made people hungry: • Over 10 million people reached within the strategic targets • Click-trough-rate is 5 times higher than benchmark • 10 times more engagements than usual • 670,000 clicks to website • The number of online orders increased by 7.4% And the numbers continue to rise.


Name Company Role
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Gautam Wadher Memac Ogilvy Dubai Group Creative Director
Majken Gram Memac Ogilvy Dubai Associate Creative Director
Troels Popp Memac Ogilvy Dubai Associate Creative Director
Shamim Ansari Memac Ogilvy Dubai Senior Art Director
Muhammad Umair Memac Ogilvy Dubai Senior Digital Art Director
Tariq Hussein Memac Ogilvy Dubai Designer
Sameer Shirke Memac Ogilvy Dubai Layout Designer
Jaison George Memac Ogilvy Dubai Sr. Layout Designer
Maya ElKai Memac Ogilvy Dubai Copywriter
Aditya Hariharan Memac Ogilvy Dubai Copywriter
Luke Morris Memac Ogilvy Dubai Head of Production
Ishana Tolani Memac Ogilvy Dubai Account Director
Shauna Byrne Memac Ogilvy Dubai Senior Account Manager
Maha Najem Memac Ogilvy Dubai Account Manager
Mohammad Hijazi Memac Ogilvy Dubai Account Executive
Alaa Nour Memac Ogilvy Dubai Account Executive
Matthieu Vercruysse Social Lab General Manager
Leandra Koopman Social Lab Digital Campaign Executive
Umer Farooq Memac Ogilvy Dubai Digital Campaign Manager
Damayanti Purkayastha Memac Ogilvy Dubai Strategy Director
Zeena Ismail Memac Ogilvy Dubai Strategic Planner
Anna Domaneschi Freelance Producer
Jomana Ayoub Filmmaster Production Division
Ben Callner Freelance Director
Mariam Kiwan KFC Digital Director
Ozge Zoralioglu KFC Chief Marketing Officer
Zaher Alzahr Freelance Editor & Online
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