The Arab youth spend 3 hours daily online, equating to scrolling through 90 meters of content a day. So when KFC Middle East wanted to make it easier for their young consumers to order in their favourite fried chicken, we decided to open a Drive Thru on a slightly different route than the usual big city roads: The route from the top to the bottom of their social feeds.

Leveraging the shoppable, mobile format, Facebook Collection Ad, people could choose a meal right at the Scroll Thru window in their social feed. Meanwhile, our Scroll Thru employee would welcome people, present the meals, help them choose and even entertain them if they couldn’t decide.

Using the targeting possibilities of digital and social media, we opened the KFC Scroll Thru in social feeds and on websites all over the Internet – wherever people would scroll, they could scroll by for a bite. Then, we retargeted them with videos from The Scroll Thru where our KFC employee would welcome them back and help them choose if they didn’t order anything the last time around.

After just 1 Month, the KFC Scroll Thru had already made people hungry:

• Over 24 million people reached within the target audience

• Click-trough-rate is 5 times higher than benchmark

• 10 times more engagements than usual

• Over 2 million clicks to e-commerce platform

• The number of online orders increased by 7.4% - and the numbers continue to rise.

• Over 70.000 meals delivered

• Cost per order 30% cheaper than before

The KFC Scroll Thru won Gold and Silver at Dubai Lynx 2019.