Malaysian Media Awards Winners Showcase
2014 | Gold | Best Use of Digital
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.
