Malaysian Media Awards Winners Showcase

2013 | |

Project X – Separating the Men from The Boys!

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: Rally - Division of IPG Mediabrands
Credits: Rally — Derek Tan (Executive Director - World Markets, Asia), Yvonne Lau (Communication Strategist), Angelyn Soh (Social Media Specialist), Bryan Hoo (Senior Social Media Specialist) / Universal McCann — Rina Low (Business Director), Lavend Ng (Senior Media Planner) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager - Marketing), Reem Shakira Aziz (Digital Executive - Marketing) / Monster Interactive — LV Chong (Regional Business Director), Erwan Emran (Account Manager)

KFC’s launched the Zinger Double Down, a unique “bunless” burger, featuring two thick, juicy boneless white meat chicken fillets that replaced the original bun covers. This was positioned as “ALL MEAT, ALL MAN” burger and the challenge was to target men who would buy into the proposition and drive sales.

“Alpha Males” were targeted to popularize the new ‘talk of town’ bunless burger. They loved attention and recognition as the ‘cool testosterone filled dudes’. Using Facebook as a hub, where men were in their natural social behaviour, Media Agency recommended creating a unique program, and developed a ‘pyscho social’ mapping technology platform. The program could screen out ‘Alpha Males’ through behaviour, shares, network size, influence score, brand affinity and recruit them as Double Down men.

Project X’s technology was shrouded in a Facebook game, based on the final days on earth which would identify the ‘Alpha Males’ to be the forerunners to an exclusive club. Specifically targeted ads were used to rope in our participants. They had to suceeed in different missions and reveal things about themselves, solve problems, rescue hot women. The Real Men standing at the end earned bragging rights and were proclaimed the Real Double Down Men.

After the gruesome battle, 500 Real Men were victorious. Accepted in the KFC Double-Down club, they got money-cant-buy exclusive taste of the ALL MEAT ALL MAN burger. With 5 million organic impressions and RM150k in earned media, the ZDD burger accounted for 40% sales of all burgers in KFC.