Malaysian Media Awards Winners Showcase

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%!