Submitted by OgilvyAgency IPI Score 95/100

Scroll Thru

Content Creation

Ogilvy turned KFC's drive-thru into a shoppable social-feed experience for the Middle East, letting people order instantly instead of making a high-cost phone call.

Case in 60 seconds

KFC was lagging in Middle East delivery, and 83% of delivery orders were phoned in (a high-cost channel) while only 2% came through the website.

People will not switch to a channel that is more effort than a phone call, so ordering had to happen where they already spend time, in the feed.

Recreate the drive-thru inside the social feed, with a virtual attendant, so people can browse the menu and order instantly.

Scroll Thru used a shoppable social format across Facebook and Instagram, letting users tap to order rather than dial or go to the website.

The agency page presents the idea and the starting problem but reports no post-campaign performance metrics.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Middle East fried-chicken lovers who order delivery but default to phoning it in rather than using the website.
Delivery was growing fast, yet KFC's cheapest, most scalable ordering channel, the website, was barely used.
The existing website experience was enough of a barrier that people preferred a costly phone call, so a better path was needed.
KFC positioned itself as the easiest, most fun way to satisfy a fried-chicken craving, meeting people in the feed.
Removing friction and placing the order button inside a familiar social experience makes people more likely to switch channels.

Creative & Execution System

Assets & channels

  • In-feed shoppable social 'drive-thru' format
  • Virtual attendant suggesting menu items
  • Facebook and Instagram feeds (per third-party coverage)

Partners

  • Ogilvy (Memac Ogilvy)

Participation mechanic

  • Users encounter the Scroll Thru in their feed, browse the menu with a virtual attendant, and order instantly

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    Rebuilding the order flow inside the social feed removed the friction that kept people on the phone.

  2. 2

    A virtual drive-thru attendant translated a familiar KFC experience into a digital one.

  3. 3

    A shoppable format let people order in the moment of craving, without a detour to the website.

  4. 4

    Targeting a specific, costly behaviour (call-in ordering) gave the idea a clear business rationale.

Related Case studies