Malaysian Media Awards Winners Showcase

2013 | |

Bringing back the joy to KFC’s Point of Serve

Advertiser: QSR Brands (M) Holdings Sdn Bhd
Brand: KFC Malaysia
Creative Agency: BBDO (M) Sdn Bhd
Credits: Universal McCann — Rina Low (Business Director), Velda Kon (Associate Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Derek Tan (Executive Director), Yvonne Lau (Communication Strategist Manager), Angelyn Soh (Social Media Specialist) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Connie Liau (Senior Marketing Manager), Erica Tan (Marketing Executive), Sharel Samat (Marketing Executive) / Astro Radio Sdn Bhd — Sukhbir Sidhu (Associate Radio Sales)

It was a gloomy start for KFC. The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC’s POS needed a refresh!

To reinstate the confidence in KFC we needed to re-connect with consumers and change current perception of KFC servers. We knew that POSMs like posters/standees will not cut ice, but something drastically innovative at the KFC- POS counters was necessary to bring the love back. Media agency recommended to turn point-of-sale into point-of-endorsement, by deploying people’s favourite radio DJs as the new KFC Frontliners serving and interacting with customers and families for the first time ever.

Every 5 weeks we worked with Malaysia’s 10 most sought after DJs from top 3 stations, who worked tirelessly with KFC servers across major KFC outlets nationwide. On air, they assumed the role of a DJ and broadcasted live, the chronicles of well-rounded frontliner, juggling speed and importance of rendering good service. Seeing them at the counter and then hearing them on radio talk about being a server changed the face of a KFC server!

KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit share increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.