2014




2014 | |

What lenghts would you go for a Zinger Burger?

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: Universal McCann
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director), Hor Jian Tsin (Head of Outdoor), Amy Yep (Associate Director), Way Chooi Yee (Media Planner), Nur Alina binti Abdullah (Senior Media Buyer), Ridzwan Ibrahim (Senior Content), Lim Yee Wen (Media Planner), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner), Angelyn Soh (Social Media Specialist), Andrew Ong (Social Media Specialist),

The Challenge
Urban young adults love McDonald’s and Burger King’s iconic burgers whereas KFC was never known for burgers. It was a tall order to launch the all new Zinger Burger given its small brand share and weak top of mind. We had to disrupt McDonald’s virtual monopoly to induce trial.

The Solution – Insight & Idea
INSIGHT: Malaysians are generally lazy. Our QSR buyer’s research shows that consumers have this ‘never mind’ and ‘biasalah’ attitude, the tendency of being indifferent about things. But we know too that Malaysians are ‘kepoh’ and nosy and can be motivated to overpower their ‘never mind’ attitude if there is some novelty on offer. STRATEGY: Motivate young at heart Malaysians with disruptive tactics that CHALLENGE THEIR BURGER OF CHOICE AUTO PILOT MODE with insatiable triggers for the KFC Zinger Burger instead. Implement forced consideration when they are on the go with a differentiated out of home placement to create curiosity during consumers’ moment of truth. IDEA: Media Agency planned and implemented a guerrilla attack in Shopping malls, the hippest hang out place for youth. We seeded KFC’s presence with an unique ambient placement called ‘the Zinger Machine’ right in front of our competitor’s door step! Intercepting consumers and teasing them with the proposition of ‘what lengths will you go to for a free KFC Zinger Burger’.

The Execution
We placed the machine just outside McDonald’s. This is not your regular machine but one that intercepts consumers’ path to purchase. As the consumer passes by, KFC Zinger Machine is activated and as soon they show interest, Zinger machine interacts immediately and challenges them with simple but exciting tasks. Consumers were drawn like moths to a flame and it was hilarious seeing what lengths they would go to impress the Zinger machine. So many hidden talents were discovered from hip hop to unidentified dance genre, some cat walked, whilst some others simply declared their love by hugging the machine openly with hundreds of strangers watching. Sporting consumers were rewarded with an immediate gratification of a free Zinger burger! These smartphone and the machine recordings of these hilarious scenes sent the webosphere buzzing with Zinger videos. Even top notch influencers like Lisa Surihani applauded the activation spreading to millions of her fans. Once and for all, Malaysians proved that they are not lazy after all especially when it comes to the all-new KFC Zinger burger.

The Results
Sales +102% per store daily vs the norm. We garnered 1.2 million views for Zinger videos. Over 131,000 interactions with the campaign. KFC Facebook page gained new 75,328 fans. Brand score for ‘easy to eat on the go’ improved by 38%. The mall allowed us to carry on with the activation despite numerous complaints from the competitor as customers and their management were loving it! Now, what would you do for a KFC Zinger Burger?

2014 | |

The Golden Wrap Newspaper

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: BBDO (Malaysia) Sdn. Bhd.
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director), Lim Yee Wen (Media Planner), Way Chooi Yee (Media Planner), Nur Alina Tan binti Abdullah (Senior Media Buyer), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
With consumer spoiled with choices in Fast Food category, driving foot traffic is challenging despite its tickling their taste buds. With walk-ins reducing naturally during the festive season, our task was to ensure spectacular launch for KFC’s Golden Chicken Wrap for CNY 2013 and counter McDonalds’ festive offering.

The Solution – Insight & Idea
INSIGHT: Whenever someone gets a gift wrapped with a nice bow, it adds to the occasion, the excitement, the expectation and surprise of finding the gift after peeling through the layers of wrapping, is one of the most genuine and heartfelt moments. Malaysians, however don’t always wrap their gifts, the extra effort is made only for special people. More importantly, that moment opening a present is even more special. STRATEGY: We devised a cutting edge strategy that activates consumer’s 5 senses to heighten the sensorial pleasure of opening a gift wrap and make every moment of opening a KFC Golden Wrap special. IDEA: Every day, even though our morning newspaper carries fresh news it is not unique, more often than not the same old mundane look. We decided to surprise Malaysians on a fine lovely morning to have their morning paper delivered and gift wrapped. We used high quality wrapping paper to activate their touch and feel senses with injecting sensorial pleasure of unwrapping their golden gift. It was a first ever.

The Execution
We did not want to do a simple format but a strikingly mind blowing format to activate consumer’s touch sense. Negotiation and exploration took 2 solid months before coming to fruition. It was a media first; a new format innovation with The Sun. We found that The Sun mapped our audience profile perfectly with the right distribution and affinity. It is a paper disseminated across offices, transits, restaurants and home that allows our message to be seen everywhere. We gift wrapped every single copy of the paper with high quality paper bearing the KFC red with a rich golden embossed ribbon that greeted our consumer that special morning. Consumers across every distribution touch points were surprised by gifts lying around for them. When opened, KFC Golden Wrapped was presented in full glory topped with an insatiable appeal and desirable offer. Estimated 2.6 million people saw the execution in various locations where The Sun tagged.

The Results
Top of mind awareness soared by 12.5% directly at the expense of McDonald’s in the same quarter. This resulted in a jump in visitation by 11% pushing our brand share up by 5% in a declining category. It was our highest ever in 11 quarters. Marketing 4Ps also benefited. ‘High quality food’: +5%, ‘New & interesting to try’ +4% and most importantly best tasting chicken +14%!

2014 | |

A Historic Day in Radio require a Historic Gift

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: BBDO (Malaysia) Sdn. Bhd.
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director),Lim Yee Wen (Media Planner),Way Chooi Yee (Media Planner),Nur Alina Tan binti Abdullah (Senior Media Buyer), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
With consumer spoiled with choices in Fast Food category, driving foot traffic is challenging despite its tickling their taste buds. With walk-ins reducing naturally during the festive season, our task was to ensure spectacular launch for KFC’s Golden Chicken Wrap for CNY 2013 and counter McDonalds’ festive offering.

The Solution – Insight & Idea
INSIGHT: Whenever someone gets a gift wrapped with a nice bow, it adds to the occasion, the excitement, the expectation and surprise of finding the gift after peeling through the layers of wrapping, is one of the most genuine and heartfelt moments. Malaysians, however don’t always wrap their gifts, the extra effort is made only for special people. More importantly, that moment opening a present is even more special.
STRATEGY: We devised a cutting edge strategy that activates consumer’s 5 senses to heighten the sensorial pleasure of opening a gift wrap and make every moment of opening a KFC Golden Wrap special.
IDEA: Every day, even though our morning newspaper carries fresh news it is not unique, more often than not the same old mundane look. We decided to surprise Malaysians on a fine lovely morning to have their morning paper delivered and gift wrapped. We used high quality wrapping paper to activate their touch and feel senses with injecting sensorial pleasure of unwrapping their golden gift. It was a first ever.

The Execution
Leveraging on the power of breakfast time belt, it started off with the outgoing DJ – Ean, where they were put through series of golden challenges every morning to test if they deserve to be the all new breakfast DJs. The ultimate challenge would earn Jin and Ryan a special golden gift which had the boys dying in anticipation. The suspense was carried through all time belts rooting for them. Viral videos of the challenges went ablaze on the internet creating talking points across fellow DJs and listeners. Their sensory was heightened on the day of the ultimate challenge. Both were blindfolded and escorted to a secret location, and presented with Golden Wrap first of its kind in Malaysia. Jin and Ryan unwrapped the new KFC Golden Wrap Chicken bit by bit, live on radio before media, consumers and listeners. All who tuned in were engulfed with delicious sounds of the unwrapping of KFC Golden Wrap Chicken. What a way to welcome the all new breakfast show DJs on radio!

The Results
1.2 million listeners were reached, top of mind awareness soared by 12.5% directly at the expense of McDonald’s in the same quarter. This resulted in a jump in visitation by 11% pushing our brand share up by 5% in a declining category. It was our highest ever in 11 quarters. Marketing 4Ps also benefited. High quality food : +5%, new & interesting to try +4% & most importantly best tasting chicken +14%!

2014 | |

Point of Dissonance to Point of Conversion

Advertiser: Dutch Lady Milk Industries
Brand: Friso
Creative Agency: -
Credits: Universal Mccann - Ramakrishnan CN (Senior Vice President), Chinar Joshi (Strategic Director), Goh Soo Mei (Associate Director), Cathryn Pak (Media Manager), Stephanie Chin (Operations Director), Chow Lee Kheng (Senior Media Buyer)

The Challenge
The safety of infant formula milk was severely compromised when Fonterra & Danone announced that bacteria were found in their products, which could cause botulism, a potentially fatal disease. The contamination struck widespread fear in Malaysian mothers which impacted Friso. Friso had to take proactive actions to stem the crisis.

The Solution – Insight & Idea
Insight: The breach of trust by some brands, made mothers re- evaluate their current brand, with source of the milk becoming the focal point in their decision. As no competitors controlled the supply chain, and couldn’t reassure mothers about the source, we could position Friso as the SAFE CHOICE, which had Grass to Glass control over it. Strategy: With government & news editors keen to prevent a widespread panic, we found a unique opportunity to reassure mothers and highlight that Friso Gold was fully imported from Holland, and owned by farmers ensuring complete supply chain control, from the grass that cows eat to the milk that is produced. Idea: We understood that news of milk contamination would be widely reported and covered by media, worried mothers would lap up every bit of information. Therefore we planned to target them right at the point of dissonance i.e news programs. Within 48 hours of the first breaking news, we partnered with news editors to come up with first ever ‘Breaking News’ capsule showcasing how FRISO was uniquely placed amongst all the competitors to ensure control quality. For maximum impact our ‘Breaking News’ segment followed the news coverage of the crisis.

The Execution
Friso wanted to not only position itself as the safe alternative, one that moms could rely on, but also to reassure a worried mother that her baby’s well being was in expert hands. With this in mind we decided to showcase Friso’s Gold Quality control over the supply chain, right at the point of dissonance i.e. TV News. Within 48 hours of the contamination report breaking out, we developed a “Breaking News” capsule that featured expert nutritionist and Friso Brand team showcasing how Friso maintained complete quality control from the grass cows ate, to eventual packaging, therefore being in a unique position versus competitors to ensure quality. With Prime Time News being the key source of information for worried moms, we partnered with TV3, TV9, 8TV, NTV7 strategically deploying our “Breaking News” segment. It was aired immediately after the News Anchor updated viewers on latest developments. Friso was uniquely placed to offer a solution to consumers immediately after they were updated on the crisis, thereby assuring mothers and inviting them to be Friso Moms.

The Results

With only 1 day exposure the campaign reached 862,000 parents within an evening & suddenly repositioned FRISO as the only ‘safe’ choice. This has converted an all-time low of market share in August 2013 to a 1.4% increase in market share in the next 4 months! FRISO emerged a surprise winner in the category, with majority of other competitors bracing market share decline in this period.

2014 | |

Finding ‘Waze’ to Fast Food

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC
Creative Agency: Universal McCann
Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director), Neeraj Gulati (Executive Director), Abhishek Bhattacharjee (Associate Director), Way Chooi Yee (Media Planner), Nur Alina binti Abdullah (Senior Media Buyer), Lim Yee Wen (Media Planner), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner)

The Challenge
KFC’s Lunch/ Dinner treats was facing a huge beating due to the McValue offering from McDonald’s. The first mover advantage and the resounding top of mind of McDonald’s was a huge barrier to overcome. We were challenged to upstage their supremacy and drive people to KFC.

The Solution – Insight & Idea
INSIGHT: Research showed that 78% of the working Malaysians drove out for lunch and also majority drove out with family for dinners. Driving out normally results in long traffic jams during particular time-belts. We understood that a hungry stomach and crawling traffic can create a lot of dissonance that we could tap into. STRATEGY: We decided to to intercept drivers with Time of Day X Proximity to KFC X Traffic condition based customized messages to convert the dissonance into footfalls. IDEA: Media agency proposed and implemented the first ever Fast Food brand partnership with Waze (a social GPS navigator app) with over 4.5mn+ Malaysian users on a daily basis. WE USED ‘WAZE’ TO CALM THE GROWLING STOMACH OF MALAYSIANS AND REMIND THEM EXACTLY WHEN THEY WERE STATIONARY IN A JAM THAT A KFC IS JUST A FEW MINUTES AWAY INSTEAD OF WHERE THEY ARE HEADED TO.

The Execution
KFC became the first food chain to partner with Waze to provide ‘fast’ food to Malaysians. Within 3km of any KFC outlet, we could detect any Waze user stationary for more than 1 minute, and serve him a KFC Lunch/Dinner Treat message, highlighting the fact that ‘your destination is probably far, but food at the KFC store is just a few hundred metres away’. If they didn’t respond we would send a different message after 30 seconds as a reminder. The user could easily click on the message and navigate to the nearest KFC outlet, to satisfy their hunger, fast. The simple execution was strategically targeted to drivers near the KFC outlets, and time targeted for lunch and dinner which generally witnesses high traffic movements. By coupling this with appealing visuals of food available within metres, the impulse was created to drive to KFC instead of spending time being stuck in traffic. Thus KFC managed to help Malaysians beat traffic with a simple technology and brought closer to their food, fast!

The Results
> 9,000 clicks were recorded on pins within 10 days with 3,000 navigations within Waze, resulting in a whopping 11,000+ footfalls to KFC outlets. A total of 400,000+ drivers were exposed to the brand message, making it one of the most visible campaigns on the streets of Malaysia. THE CAMPAIGN HELPED GENERATE 50X OF MEDIA INVESTMENTS. Agency was awarded ‘Highly Commended’ in Festival of Media APAC and now being rolled out in 8 more countries.