Short List
Category G04. Social Behaviour
Entrant PS21 Madrid, SPAIN
Idea Creation PS21 Madrid, SPAIN
Name Company Position
Víctor Blanco PS21 Executive Creative Director
Patricia Medeiros PS21 Head of art
Sergio Hernández PS21 Account Director
Alejandro Pere PS21 Creative Director
Alfonso Moreno PS21 Copywriter
Gonzalo Cordero PS21 Art Director
Gema Díaz PS21 Copywriter
Blanca Otero PS21 Account Executive
Michel de Larroque PS21 Producer
Gonzalo Rodríguez PS21 Art Director
Ana Pintané PS21 Copywriter
Jorge Panedas PS21 Art Director
Pilar Llorente PS21 Account Executive
Florencia Ilari PS21 Graphic Designer
Stefano Marchesini PS21 Social Media Manager
Guillermo Fernandez PS21 Community Manager

Why is this work relevant for Direct?

It's a sampling campaign by nature, and it urges consumers to hunt for coupons through YouTube videos.


The Spanish consumer has little to none awarness of KFC secret recipe and treats the brand as a commodity when it comes to fast food. KFC secret is the most replicated fast food recipe in the world. Thousands of youtubers have tried to unsuccesfully mimic it that equals thousands of hours of unsolicited brand mentions unclaimed, yet. We wanted to show the Spanish consumers how relevant our recipe is and while at it, lead them to sample our product.

Describe the creative idea (30% of vote)

We managed to use the hours of YouTube footage from our recipe's copycats into coupons. We developed an API that read distinctive keywords in order to turn those videos into discount codes thorugh URL validation, so you can copy a YouTube video URL and paste it into our web to claim a coupon for Free Fried Chicken.

Describe the strategy (20% of vote)

In order to make a seamless (and free) collaboration between major YouTubers and our brand, we managed to capitalize their content without tampering it, by borrowing a piece of unclaimed asset on their videos: their URL.

Describe the execution (20% of vote)

We built a website that behaved as a URL-to-Free Chicken convertor. Every user could browse for one of the many YouTube KFC copycat videos and exchange its URL for Fried Chicken.

List the results (30% of vote)

14K+ videos claimed in the first 24 hours 46% Conversion rate (vs 4% average) 13MM+ Impressions 800k+ Interactions 1.2MM+ Views 28K+ pieces of chicken redeemed 19,97% increase store visits

Please tell us about the social behaviour that inspired the work

Imitation is the biggest form of flattery. We wanted to expose the consumers to the massive amount of copycats KFC's original recipe has.