Archives




2022 | |

Magnum x Money Heist – Bella Ciao

Advertiser: Unilever
Brand: Magnum
Creative Agency: Entropia
Credits: Shiv Sahgal - Unilever, Marketing Director Stephanie NG - Unilever, Category Lead Alan Tsing - Unilever, Senior Brand Manager Lee Jo Dee - Unilever, Young Manager Faten Ashrof - Mindshare, Senior Manager - Food & Refreshment Lead Elise Loi - Mindshare, Manager Syamin Yusop - Mindshare, Digital Lead Jefri Javed - Unilever, Head of Media & Digital

Objective & Challenge
Magnum ice creams, which have always stood for self-indulgence, took a back seat during the pandemic as they were pegged as expensive and mostly for individual serving. With life returning to normal, Magnum had to remind the pleasure seekers about its offering in an unconventional manner and generate buzz & excitement amongst its biggest target audiences – Millennials & Gen-Zs. The campaign objectives were to increase preference, purchase and drive talkability for Magnum.

Insight & Strategy
Content consumption, especially on SVoD (SubscriptionVideoonDemand) services, skyrocketed during the pandemic by 25%, especially for the millennials/Gen-Zs where personal screen time had increased exponentially. Our TA was continuously in search of new and exciting content and binge-watching was the only form of entertainment burying their boredom during the lockdown. OTTs like Netflix topped the charts and filled TA’s needs with their excellent content line-up. Indulging in binge-watching behaviour is often accompanied by snacks and sweet treats like ice creams. Avid Netflix viewers would know the most famous series to date Money Heist, also known as La Casa De Papel (in Spanish). This series had emerged as one of the most popular franchises globally and was also one of the most-watched Netflix series in Malaysia. Money Heist is a story about love. With each heist in the story, the protagonist, popularly called “the Professor” paid tribute to the people closest to his heart, the whole operation meticulously planned by him and implemented by his team. The grand finale was scheduled to be aired in December 2021, with fans worldwide, including the ones in Malaysia waiting in full anticipation and suspense. We wanted to create a similar experience for Magnum fans since they were so invested in the characters on the show. As the plot thickens the stress builds up. Our research showed that ice-creams were a good way to overcome anxiety in any situation – and what better therapy than ice cream therapy to help them cope. We identified the Money Heist finale as the perfect opportunity for Magnum to join hands with Netflix & launched a co-branded initiative to give fans a tasty and memorable send-off.

Execution
We kickstarted the campaign with exclusive branded video content created only for Malaysians with a secret message from La Banda (the lead cast/team in the series). The video went on to entice viewers to buy the special Magnum bundle pack containing various flavours of the indulgent ice creams and a Dali mask as a welcome pack to La Banda. Fans were then tasked to scan the QR code on the special bundle pack, visit the co-branded website and work together to unlock the secret message and win exclusive prizes. This secret message could be unlocked by solving a puzzle of 3520 pixels/pieces. TA was invited to uncover these pixels through this unique online experience. The special video was promoted on YouTube, Facebook and popular websites such as WOB, SAYS, KL Foodie, Siakapkeli and Lee Sharing. 8 top lifestyle celebrities & 20 micro KOLs influencers joined the party and urged fans to become a part of this national heist and start unlocking the #TheSweetGoodbye puzzle together. A campaign of such epic proportions required us to go beyond digital to reach out to the masses. We took up prominent OOH sites across 25 locations in Klang Valley, 5 locations in the southern region (Negeri Sembilan, Melaka & Johor) and 5 locations in the northern region (Kedah, Penang & Ipoh) to captivate the whole nation. The curated Magnum Ice Cream bundles were available on eCommerce and food delivery platforms such as FoodPanda, Grab, Lazada and Shopee. Shoppers could also get their hands on an exclusive Magnum Money Heist cooler bag with every purchase of two or more Magnum Mini multipacks at major hyper/supermarket chains. We even identified hard-core fans of Money Heist and pleasure seekers on social media and gave them the sweetest of surprises. La Banda crew pulled up right up to the homes of the fans to deliver a Limited Edition Magnum Money Heist Bundle box that contained Malaysia’s favourite Magnum ice cream flavours- Almond, Classic, White Almond and Cookies & Cream along with the iconic Dali mask! Social media and articles drove urgency pushing fans to get the special pack and enjoy the online experience as it would only be available till 12th December 2021. Once the puzzles were unlocked, we released a congratulatory video thanking fans and pleasure seekers who participated in solving the puzzle, spending a total of 512 hours of teamwork and dedication to unlock all 3,520 pixels and solve the puzzle to reveal the #TheSweetGoodbye message! But wait…we were not done yet! Now that the message was unlocked, it revealed another parting gift -a super cool AR (Augmented Reality) experience that showcased the Professor’s iconic origami bird that swiftly unfolds to reveal the #TheSweetGoodbye message, in a new format, from La Banda! Fans flocked to the online experience and were left amazed, to say the least. A few dedicated participants (who had spent ample time cracking the puzzle and/or got high engagement sharing their posts) also managed to bring home super cool gifts such as the iconic red jumpsuit, the Dali mask and Netflix subscriptions while 15 winners grabbed the grand prize which was the replica gold bars used in filming during the show! The awesomely special collectable was one prized possession they would surely hold on to till the end.

Effectiveness
The Malaysia specific branded content campaign successfully garnered: We reached out to 12 million people (75% reach in demographic TA) from social media, YouTube & social aggregators 300K Clicks to the website & captured the highest CTR at 5.01% – 3x higher than the industry benchmark Influencers post generated 1.07 million engagement 120 million impressions were delivered within just 1 month of the campaign Generated a total PR value of RM 216,000 – an ROI of 10.2X In terms of business results: +18% uplift in unit sales vs the same period in 2020 +17% uplift in off-take sales value vs the same period in 2020 Market share of Magnum increased +60 bps vs. same period in 2020 As we say “Ciao, Bella” one last time, we raise our Magnums to the Pleasure Seekers and to La Banda!​​For one last time, let us sing it together… Bella ciao, bella ciao, bella ciao ciao ciao! 

2022 | |

Wall’s Bersama Grab Rider

Advertiser: Unilever
Brand: Wall's
Creative Agency: Vox Eureka
Credits: Shiv Sahgal - Unilever, Marketing Director Javed Jafri - Unilever, Head of Media & Digital Stephanie Ng - Unilever, Category Lead Michelle Tan - Unilever, Brand Manager Faten Ashrof - Mindshare, Senior Manager Elise Loi - Mindshare, Manager Lee Weng Gene - Mindshare, Executive-Planning Syamin Yusop - Mindshare, Associate Director-Digital Rashmi Sharma - Mindshare, Business Director Aileen Chew - Mindshare, Manager - Digital Implementation Mandy Wong - Mindshare, Manager - Digital Implementation

Objective & Challenge
While COVID19 continued to wreak havoc on the Malaysian economy in 2021, it also casted a gloom on the overall country’s sentiments. Wall’s, in line with its brand proposition, wanted to establish itself as a brand that spread joy and happiness. The pandemic had resulted in Malaysia’s worst unemployment figures in the last 20 years. However, food delivery services were one of the few sectors which experienced exponential growth. In a short span of time, GrabFood and Foodpanda had become everyone’s go-to-option for ordering food online from their favorite restaurants. This incremental demand drove incremental need for riders. More than 15,000 unemployed adults 18+ joined as “Grab Riders”, which although provided a quick fix for protecting livelihoods, inevitably put them at risk as frontliners. At such trying times, when livelihood was put to test, how did a commercial ice cream brand such as Walls, lightened the burden for frontliners –grab riders and drive sales for its brand?

Insight & Strategy
This rise of online delivery presented the opportunity for Walls products within the food delivery app. Grab research showed that “90% of Malaysians were willing to support frontliners”. Statistics also revealed “150 road accidents involving food delivery riders on motorcycles every month”. We wanted to protect our frontliners, who were braving the virus for us, come rain or shine, by riding on compassionate public goodwill. We leveraged this opportunity to strike a collaboration with Grab, Malaysia’s leader in food services. The path-breaking campaign, ‘Abang Hero 2.0 Wall’s Bersama Riders’ was launched in collaboration with Grab, living the true spirit of #kitajagakita (we take care of each other) – personifying Unilever Wall’s brand purpose. This campaign was also designed to drive the sales within the platform through the goodwill that’s generated by the activity.

Execution
Our execution strategy was to amplify positivity by keeping the hero riders safe whilst on the job, aided by crowd funding. With every purchase of Wall’s ice-cream worth RM30 and above on Grab Food, RM5 was channeled towards funding helmet purchases. Alpha, macro & micro KOLs, who bought walls ice cream and contributed to the helmet purchases, promoted this initiative, and shared their memories/experience with riders during pandemic times. FB, IG & Content Publishers were used to create buzz & hype up the campaign, encouraging our target audience to share content leading which leads to the Wall’s ice-cream order site on Grab app. Netizens were encouraged to share their fondest memories with Grab riders on Instagram, tag @wallsmalaysia and include the hashtags #WallsBersamaRiders #TQGrabRider #ChooseHappierTogether. Selected entries were shared on Wall’s Malaysia’s social media channels. We also promoted stories of 10 riders, inspiring netizens to voluntarily join the initiative.

Effectiveness
Staying true to Wall’s brand purpose, “spreading joy and putting smiles on faces”, we delivered the following results: 1. How Media contributed to the partnership – Wall’s donated 1000 ice creams – MYR100,000 worth of safety helmets donated to riders. – More than 174K ice-creams were sold on Wall’s Grab Food store during the activity 2. How Media influenced Wall’s ice-cream sales – +624% increase in sales on Wall’s Grab Food Store versus 2020 during the same period 3. Media campaign achievement over delivered – +20% higher impressions for free! Value added supported by Revasia Network – Overachieved planned reach by 49% driven by free impressions and organic sharing – More that 6000+ orders were shared on social media, contributing to the free organic impressions

2022 | |

Caging The Year of the Tiger in Blockchain Forever

Advertiser: Heineken Malaysia
Brand: Tiger Beer
Creative Agency: Naga DDB Tribal, Chariot
Credits: Hemanth Jayaraman - dentsu X Malaysia, Partner, Head of dentsu X Sean Loh - dentsu X Malaysia, Business Director Joanne Wong - dentsu X Malaysia, Planning Director Cassandra Chan - dentsu X Malaysia, Planning Manager Ismerelda Ismetnayan - dentsu X Malaysia, Media Planner Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Melody Khoo - dentsu Malaysia, Senior Manager, Strategy Lead Cheng Yin Yee - dentsu Malaysia, Planning Director Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation

Objective & Challenge
Challenge: CNY festive is increasingly becoming more cluttered as many brands are now beginning to leverage on the festive season. Every brand is now trying to draw inspiration from the Chinese zodiac signs to make the experience more memorable and distinctive. In 2021, the challenge for Tiger Beer is, how will the brand be distinctive and memorable by leading and owning the CNY festivity. Objective: To drive top of mind awareness and improve brand recall among target audience during the festive season and to stand out from the communication clutter amongst competitors and other brands to drive sales for Tiger Beer and Tiger Crystal

Insight & Strategy
Insights: Malaysians are eager to celebrate CNY after 2 years of compromised festivities. They are optimistic but at the same time are worried about Covid. What they need is that extra encouragement and push to get started and a show of comfort and courage. Tiger is the only brand that has the sole right to bring this to life and own CNY 2022 for 2 reasons: 2022 is the Year Of The Tiger and Tiger is the one brand that can demonstrate optimism to consumers because it is the only beer brand in the world that was brewed in a climate that is not suitable for beer brewing – Asia, showing courage and determination. Strategy: Personify Tiger Beer brand values and show people that we can channel the courage of the Year Of The Tiger to once again feel prosperous and give a voice to all Malaysians to embody and share the Tiger spirit and roar together. Using the iconic Tiger symbol and own the Year of The Tiger by uncaging the festive possibilities and new media world by doing media activation that is first in category and first in market and showcase to consumers that with the spirit of the tiger, anything is possible.

Execution
Tiger Beer ventured into the world of NFTs (Nonfungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on 25th January 2022. 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger. The first ever 6688 Tiger Beer NFT collection with PMC sold out in 10 mins. Besides, Tiger Beer’s efforts to champion the local art scene continues to grow. To spread the CNY cheer to other regions in Malaysia, Tiger engaged with various local artists to create exclusive ‘Roar Together’ murals at eight different locations nationwide including Petaling Street’s famed Kwai Chai Hong. Visitors can view Kwai Chai Hong’s ‘Live Wild & Prosper’ installations by Alice Chang and Odd, giving fans even more Instaworthy moments to welcome the Year of the Tiger. Breakthrough of media, the first Tiger 3D ads on Pavillion screen. Use KOL to capture the gigantic 3D roaring Tiger and on ground activation along the connection to experience the festive vibe. In the same venue, audiences had the opportunity to feast their eyes on the specially commissioned Tiger “Roar Together” art installations at the main entrance by three up and coming artists of diverse backgrounds – Thomas Powell, Sheena Liam and Pamela Tan. Along with the eye catching digital lanterns at the fountain area, guests were also able to experience traditional Asian street decor with a contemporary twist and score exclusive Tiger merchandise via activities at the Connection area. Tiger gathered Thomas Powell, Pamela Tan and Sheena Liam for the artist collaboration in Pavillion, a high traffic place that gathered everyone especially during festive. Tiger turned all the product (Limited edition Can), packaging, merchandize (Ang pao packet), Newspaper to AR roaring greetings. QR code became very common to the citizen since Covid hit. The QR code allowed audience to interact, win special prizes and send greetings to their friends and family. Tiger Beer lined up an abundance of activities and promotions to evoke the Tiger spirit among fans.

Effectiveness
6688 NFTs sold out in 10 mins, the highest traded NFTs euro4,960, total reach of 9 mill with 1.2 mill engagement, recruited 22k member in a month. Kantar captured the highest awareness 85% responses on Tiger 3D ads branding as compared to other advertiser. Aligned with the statement, makes me think Tiger Beer is progressive and dynamic brand. 100k unique visitors to the website, 58k AR roaring greetings session.

2022 | |

Redoxon Turbocharging Malaysian’s Vaccination Drive with a Partnership with MOH

Advertiser: Bayer
Brand: Redoxon
Creative Agency: Fishermen Integrated
Credits: Yuliana Biantoro - Bayer Co. Malaysia Sdn. Bhd., Marketing Manager, Redoxon Junie Hng - Bayer Co. Malaysia Sdn. Bhd., Redoxon ASEAN Brand Lead Steaphy Sin - Bayer Co. Malaysia Sdn. Bhd., Marketing Executive Roland Tok - Bayer Co. Malaysia Sdn. Bhd., Country Digital and e-Commerce Lead Rana Himanshu - MediaCompete Sdn. Bhd., Business Director Saravanan Asogan - MediaCompete Sdn. Bhd., Business Director Shawn Siew - MediaCompete Sdn. Bhd., Senior Communication Manager Robbie Woo - MediaCompete Sdn. Bhd., Communication Planner Joyce Gan - Fishermen Integrated, Group Director Karan Chhabra - Fishermen Integrated, Account Director Mabel Sim - Fishermen Integrated, Senior Account Executive Chong Wei Ling - Fishermen Integrated, Head of Social Lionel Loke - Fishermen Integrated, Social Media Specialist Bala Chow - Fishermen Integrated, Creative Director Shaziana Sajath - Fishermen Integrated, Copywriter Abel Chai - Fishermen Integrated, Art Director

Objective & Challenge
Shaped by the pandemic, Covid-19 has changed the fabric of “normal” amongst Malaysians. In a world where vaccination have been made mandatory, Malaysians are still somehow affected by the myths, misconceptions, and anti-vaxx fake news leading to hesitancy amongst Malaysian to take the vaccine. And on the other end of the spectrum, vaccinated individuals think they are protected against Covid-19 and start to take things for granted. We needed to change that. Fueled by Bayer’s vision “Health For All, Hunger For None” and Redoxon’s brand purpose to nurture human resilience, we collaborated with Malaysian government agency – JKJAV (Malaysia Special Committee on Covid-19 Vaccine Supply) as supporting partners to fight Covid-19 in Malaysia! The goal was to GET Malaysians to fight Covid-19 together by signing up for vaccination, while reminding the public to consistently nuture and care for their immunity and community even after a full course of vaccinations. And this is what we set out to do.

Insight & Strategy
Our insight suggest that for most, the importance of fight covid-19 was important, but confidence levels remained fairly unstable, leaving many Malaysians overwhelmed, but not well-informed. With various global challenges, geo-fencing in any form was hot topic. For many Malaysians, bombarded with news, know-hows, opinions & misconception, we knew we need to ignite confidence for Malaysians to stay united. The big idea is based on one focused goal – Vision to Strengthen Malaysia, also known as Wawasan Kuatkan Malaysia. Redoxon, together with JKJAV aims to make the country stronger by rallying Malaysians to sign up for their vaccination to ultimately drive herd immunity. Our campaign unfolded in 3 nationwide campaigns: Phase 1: Manage information overload, we helped Malaysians filter and recognize how the uptake of the covid-19 vaccination roll-out was a clear path to the end of this pandemic, through a common goal – getting back to what we miss, starts with getting informed and rallying Malaysians to get vaccinated to fight covid together. Phase 2: Now we got Malaysians info-flow-savvy, we shifted our focus on ‘education’ the public to stay vigilant, resilient and championed a collective responsibility. Phase 3: Time to spread advocacy amongst Malaysians. Taking to social, our strategy to achieve our goal, we needed to go viral and quick, our research showed that peer-to-peer conversations was a great inroad to reinforce our message and getting communities signing up for the vaccine uptake and with speed.

Execution
A 360 social campaign was developed to carry out the strategy in 3 phases effectively. With a focused goal of “Rallying, Educating, and Reinforcing”, we carried out the campaign with a single objective to fight Covid-19 together! During Phase 1 & 2: We took social platforms to the centre stage of our campaign – With both YouTube and Facebook to kicking off the Redoxon partnership with JKJAV, whilst at the same time heavily promote content to encourage Malaysians to heighten their awareness and sign up for vaccination. A couple social Myth vs. Fact buster postings and a memento video “Inilah Barisan Kita” were created in the awareness phase. To further boost vaccination rates, education and emphasis on the current situation was important. We moved on to an amplification phase by engaging with KOLs, content publishers, and held activations events vaccination centers nationwide to give out Redoxon Immunity Kits to create conversation of vaccination and immunity importance by Redoxon and JKJAV. Most interestingly, we also utilized polygon geo-fencing on mobile display surrounding vaccination centers and Covid-19 hotspots to target Malaysians with Covid-19 relevant messaging, to fulfil the goal of educating the public to not let their guard down and always be collectively and socially responsible. In Phase 3, the goal was specifically to enforce better and more effective targeting. Seeing how the Covid situation was consistently changing daily, we deployed a dynamic nationwide geo fencing campaign! We geo-fenced all the yellow and red zones in Malaysia with customized messaging, promoting vaccination sign ups while emphasizing on the need to maintain good immunity level. The banners will dynamically change daily based on the status of a particular region, delivering a more precise communication and all in real-time. We also geo-fenced vaccination centers to ensure we are able to send Malaysian customised messaging accordingly their historical recency visit to all the vaccinations centers. We were able to gauge if they were fully vaccinated, vaccinated with a single does, or not vaccinated at all and as a result we were able to deliver reminder messages to Malaysians everyone 7 – 14 days depending on their current status!

Effectiveness
The “Redoxon Wawasan Kuatkan Malaysia” campaign outperformed our success goal, reaching more than 10 million people, garnering 17 million engagements on social media and was featured by a few publications. We drove +120% in surge trend along with +153% increase for Redoxon keywords on Google during the duration of the campaign. And from a business standpoint, Redoxon offtake increased by 20% during the same period in 2020 and e-commerce traffic increased by 40% vs. the average 6M. Above all, we also played a role in boosting vaccination rates in Malaysia. Vaccination registration increased by 10 mil while vaccination rate increased 50% during this period of time!

2022 | |

KFC strikes a nostalgic chord with Burger P. Ramlee

Advertiser: QSR Stores
Brand: KFC
Creative Agency: Naga DDB
Credits: Rina Low - Universal McCann, Managing Director Clarice Lee - Universal McCann, Business Director Jason Yiap - Universal McCann, Media Manager Celine Tan - Universal McCann, Senior Planner Lynette Lim - Reprise Digital, Business Director Zima Azmi - Reprise Digital, Account Manager Yee Ling Feng - Reprise Digital, Social Media Specialist RZ Chew - Naga DDB, Senior Account Director Brian Khoo - Naga DDB, Associate Account Director Dalina Annuar - Naga DDB, Manager Vindy Wong - Rapport, Business Director Marco Soo - Rapport, Associate Director

Objective & Challenge
When you think KFC, you think fried chicken. But the challenge is, when you think of KFC, do you think of burgers? Unfortunately, despite our KFC burger having been on the menu for a while, it was losing resonance with the grassroots and to our friendly competitor dominating the burger segment in Malaysia. We needed to spark and reignite interest and demand to drive our burger segment within the QSR category. Just another runofthemill burger would not cut it. The task was to make a strong impact in the burger segment by gaining market share from our key competitor, McDonald’s.

Insight & Strategy
The initial idea was to introduce a Nasi Kandar burger. But what’s sexy about that? Insights from the community evoked messages of nostalgia, comfort and celebrity in the shape of our very own national star – P. Ramlee. This tied in fantastically, as P.Ramlee’s favourite food was Nasi Kandar. This resulted in the birth of our Burger P. Ramlee! We now needed to ensure we drove consumers to try out this new product and create demand for the first ever Burger P. Ramlee. An innovation combining our infamous Zinger with P. Ramlees’s favourite dish, giving tribute to the legendary icon of Malaysia’s film and music industry. Our strategy was to marry the past and present to evoke nostalgic, happier moments and elevate the current mood in the community from two years of pandemic restrictions. Through search trends and social listening, we knew P. Ramlee remained one of the most iconic names in the entertainment industry amongst Malaysian households. We also knew through YouGov that KFC customers are highly influenced by celebrity endorsements in their purchase behaviours, with Radio driving the high reach and affinity for KFC’s target audience, as confirmed by Nielsen; especially relevant as the campaign is anchored upon music. The idea was to use media, specifically radio, to drive these happy memories and bring back the good times with KFC’s Burger P. Ramlee. We used one of P. Ramlee’s most iconic songs, Kwek Mambo – a song well known for its catchy tune – as the main theme across all key communications. Staying true to our theme of past and present, the TVC was filmed in black and white to reinforce the nostalgic direction.

Execution
And we went retro all the way… RADIO TURNED RETRO! We collaborated with Top Malay radio stations Era, Sinar and Gegar to celebrate the launch of Burger P.Ramlee. Instead of hardselling on the radio, listeners enjoyed the Kwek Mambo song throughout the day, while we curated various audio ads from the song with our burger’s key selling points seamlessly weaved in, driving high reach and frequency. As Era is the number one station (3.73mil Malay listeners) – it is ideal for impact and reach to dominate and drive the hype. On launch day, all major radio spots transformed into P. Ramlee mentions – from Sweepers to Announcers’ Talksets to Contest segments with listeners and announcers celebrating P. Ramlee by singing their favourite song. Sinar was turned into a P. Ramlee retro station for 10 consecutive days for listeners to enjoy his old hits throughout the day. Sinar was a solid choice with the audience as it plays Classic/ older songs – a natural partner to bring back the nostalgia with Kwek Mambo. (Malay listeners @2.81mil, index153) EXCLUSIVE EVENT FOR THAT OLSKOOL FEELS! Not limited to onair, engagement was brought on ground with Sinar through the “Sekali Rasa Bergetar Jiwa” contest. Diehard P. Ramlee/ KFC fans participated in an onair contest for a chance to attend the exclusive closeddoor launch of the burger at KFC Bukit Raja Klang, bestknown as the KFC “Retro” store. The event was broadcast live by Sinar and amplified further on social media to drive buzz for the campaign. An afternoon of music, food and quizzes with full COVID protocol compliances left the lucky listeners with smiles as they got their first taste of the new burger. DRIVETHRU GIVEAWAYS FOR ALL! We continued with a drivethru activation on site inviting anyone within the vicinity to sing a line from Kwek Mambo to win Burger P. Ramlee giveaways. The high energy event with Sinar’s announcers brought a crowd of Malaysians through the drivein to feed the enthusiastic P. Ramlee/ KFC fans. INFLUENCERS GO RETRO TOO! Engaging Macro and Micro influencers, we showcased their transition into Icon P. Ramlee. This was creatively shown with a transition from a retro black & white setting to a colourful modern era, where they are seen enjoying the KFC Burger P. Ramlee in an engaging manner, reminiscent of him in a special origami tarbush hat, truly iconic of the legend. The influencer list includes Fairuz Misran, who famously looks and sounds like the late P. Ramlee. WE RETROFIED TVC, DIGITAL AND OOH! At launch, we deployed our retro KFC Burger P. Ramlee TVC on highreach stations and programs to target our Malay segment primary audience. The campaign covered all top digital/ social platforms, with impact and high reach formats such as Facebook R&F, Google Blast, YouTube Masthead. We also focused on interest and retargeting efforts to drive consideration on these platforms. The campaign completed with 24 Digital OOH sites within hightraffic locations in close proximity of KFC and McDonald’s outlets as part of the customer journey; reminding customers of our new Burger, inducing cravings and triggering action to try out the new Burger P. Ramlee at the nearest KFC outlet.

Effectiveness
Marrying Malaysians beloved chickenbased fastfood chain with the legendary Malaysian artiste was not just a gimmick. It struck a chord with our core Malay audience in positive incremental funnel metrics reflected in YouGov Brand Index. • An increase of +1.8pp in Consideration funnel, KFC surpassed McDonald’s after trailing for 14 weeks (20 Jul to 29 Oct)! • Our limitedtimeoffer definitely moved the needle much more for Purchase Intent as we saw an uplift of +3.6pp vs 2 weeks prior to launch. • KFC’s Burger P.Ramlee received overwhelmingly positive feedback as echoed by the +2.9pp increase in Buzz Score. • Brand Share +3% vs the last quarter • A 21% increase in transaction growth vs. same period last year (Source: KFC internal Data)