KFC wanted to re-enact the success of the Golden Egg crunch first launched in 2015, during the Chinese New Year (CNY) season of 2018. Without big budgets to spare for TV, they took a different route using 4C Insights TV Sync technology. By 2018, TV Sync technology was no longer novel, and lacked the attention of newer technological solutions. To put a new twist on something old and stand out against other brands that advertised heavily during the CNY period, we turned the entire ad break into one giant KFC commercial. The goal - for KFC to benefit from other major advertiser’s ad spends by riding on their TV budgets. CNY 2017 recorded a 377% increase in ad spend compared to CNY 2016 based on Nielsen’s Adex - that’s a lot of airtime to ride on.