2013 | Bronze | Best Use of Radio
Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Malaysia Creative Agency: Marvelous (IPG Mediabrands Sdn Bhd) Credits: Universal McCann — Rina Low (Business Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Abhishek Bhattacharjee (Associate Director, Emerging Platforms), Adam Yeoh (Digital Ethnographer), Angelyn Soh (Social Media Specialist) QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Shariza Hazni Jamaluddin (Assistant Manager), Liew Chee Seng (Marketing Executive), Arif Eddy (Marketing Executive), Reem Shakira binti Aziz (Digital Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)
KFC launched a new sauce – Chipotle, a hot chilli sauce that is well loved in Mexico. However Malaysians are not savvy when it comes to Mexico. They have low familiarity and affinity with Mexican culture and food, we had to get them excited about Mexico and of course Chipotle!
We realized there were a few stereotypes about Mexico which are relatively known, the Sombrero, the moustache, the poncho and of course the accent. We decided to surprise everyone by bringing Mexico to Malaysia by using the familiar elements and making it fun! For this to work we needed some really familar and famous names to kick off our campaign and be the glue, we found them in the pop culture icons JJ & Ean.
We created 2 make believe Mexican radio DJs, Hector and Jose(a.k.a JJ & Ean) who rambled about everything Mexico, reporting football matches in exaggerated accents, and of course about the new irresistible KFC Chipotle Pokkits. They were on air with lots of conversations & camraderie. Audience was pleasantly surprised by Hector and Jose’s real identity when the duo was launched in the KFC Chipotle social game looking Mexicans to the core! Both became overnight sensation!
We reached out to 1,369,000 people in Malaysia. Scores for brand attributes ‘Easy to eat on the go’ increased by 5.2% and ‘In snack & drink before meal’ improved to be on par with our closest competitor. Brand health for KFC within snacks improved by 220% and over taken McDonald’s.