Malaysian Media Awards Winners Showcase

2016 | |

Malaysia’s first lunchtime radio delivery service

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency:

The Challenge
To remain current, KFC needed redefine their modern classics. So, KFC launched the Zinger Rice Wrap, a combination of Malaysian staple food items in a modern wrap. Our challenge was to showcase the Zinger Rice Wrap as the perfect on-the-go lunch option for busy Malaysians.

Insight, Strategy and the Idea
Malaysians are the world’s 4th most productive workforce, meaning that they often skip lunch. The Zinger Rice Wrap was the perfect product to target young working adults who skipped lunch, due to its on-the-go format. Radio was identified as the key media touchpoint because it was the most highly used medium during work. We therefore decided to create Malaysia’s first lunchtime radio delivery service using social media!

Media Execution
Partnering with OneFM and FlyFM, we ran radio spots advertising our lunchtime delivery service for the Zinger Rice Wrap. Knowing that they were extremely busy, we made ordering easy too. All they had to do was post a selfie and tag #KFCMalaysia and #GrumpyNoLunchFace on Instagram. Someone from KFC would DM them to confirm their order and out it went via the radio cruises. So while they were stuck in the office, KFC and the radio cruisers scrambled around town to deliver fresh Zinger Rice Wraps to their workplaces.

Results and Effectiveness
We saw an immediate 3-point jump in ‘easy to eat on the go’ attribute that has been stagnant for 2 quarters! The attribute ‘for place in between meals’ improved by 6 points and bringing ‘innovative brand’ up by 7 points vs last quarter! Performance from Central region jumped by 10 points, highest in the past 4 quarters. As all age segments improved especially working adults, P3M visitation increased by 9% against a declining category.