Malaysian Media Awards Winners Showcase

2017 | |

Fresh new technology, fresh new campaign

Advertiser: QSR Brands (M) Holdings
Brand: KFC
Creative Agency: -
Credits: -

The Challenge
Whilst wraps is new-age, KFC has never stood for wraps amongst millennials. While they try not to judge a book by it’s cover, they inevitably are judging the taste by it’s bland looking tortilla wrap. We had to find a way to sell taste and ingredients by showcasing ‘that’s inside’ the tortilla wrap!

Insight, Strategy and the Idea
In the age of Big Data, KFC needs to be seen within technological space if we want to catapult KFC into the millennial space. Our strategy is to increase time spent using technology to ensure maximum engagement. GlobalWebIndex research show that millenials spends most of their time on social media, watching videos and playing games so naturally we combined all 3 activities into 1 big idea. We created Malaysia’s first-ever Facebook live gameshow responding to the power of the new platform.

Media Execution
Using FB comments, viewers are able to control-a-celebrity by instructing the blindfolded celebrity to do as told. Viewer(s) with comment that immediately leads the celebrity to break the Pinata wins! We selected up and coming quirky personalities that millenials engage with namely Elizabeth Tan, Izara Aishah and Reuben Kang to unveil KFC wrap. Days before the first gameshow, social media covered the details of participation and created huge awareness around the event. To make it more engaging, we even held polls to decide what was the weapon of choice for the celebrities. All ad elements of the campaign were pushed out live to reflect consumers’ choice!

Results and Effectiveness
Teens TOM increased 15%! Over 8,000 Instructions were submitted to our helpless celebrities before the first pinata was broken!The campaign delivered 7x more than the targeted deliverables. Facebook live videos also garnered more than 119,500 views organically. We also achieved the highest teens visitation to store after 4 quarters since Q3-2015. ‘FunBrand’ increased by 11% vs last quarter.