Malaysian Media Awards Winners Showcase

2018 | |

How KFC honoured tradition to win Modern minds

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

The Challenges
Time honoured Raya traditions have given way to modern practices. Just like our KFC bucket, a product popular on the 3rd day of Raya when everyone is so sick of Raya food, was stumped with declining sales year on year during Raya.

Insight, Strategy and the Idea
In our pursuit for progress, things get left behind. Like playing congkak with your cousins, or cooking lemang over firewoord. Phones and Gas stoves threathen to take over. Likewise, “modern” food was replacing the KFC Bucket during the 3rd & 4th day of Raya. But Raya is about nostalgia and tradition, modern ways can’t take away that warmth. It was about time KFC Bucket, a traditional Raya item, did something about it. Our Idea: The return of Raya traditions from yester years starting with a KFC bucket

Media Execution
Invoke Nostalgia with a digital video: Joget Abah video centers on Aiman, a 10 year old boy who picks up the baton on Raya traditions after his father passes away, tearing up audiences online. We dominated digital with in-stream,native and out-stream video buys. Getting listeners to reminscent about the past: On Era FM, we created call-in segments for people to share their top “traditions they could bring back” for Raya. It was a joy to listen to interesting traditions such as lighting gas lamps, joget dancing with the family, flying kites with Abah or helping Mak slowly cook the rendang over a charcoal stove. Teaming up with Astro, we created a talk show on Ria with old & new celebrities sharing how differently they celebrate Raya, concluding with breaking fast with KFC buckets. Each episode was themed around a particular facet of Raya such as food, music etc to steer conversations around traditions. The show was actively promoted through on-air promos within the Astro network.We toured the city in course of the shoot of the talk show even stopping and makaning at key KFC outlets. We then picked up the traditions discussed in the talk show and turned them into content for social media – launching the ‘Warisi Tradisi series’, schooling the digital population on the long forgotten Raya traditions. As every episode aired, there was a fresh batch of content that would take the social space by storm – prodding conversations and shares. These content pieces were in the form of posts,banners and even articles boosted contextually to maximize reach & prod conversations.

Results and Effectiveness
1. We achieved RM22.5Mn in bucket sales, outperforming sales targets by 12%.
2. The TV show garnered a viewership base of 268K – a base equivalent to shows that have been running for 3 years.
3. Aiman’s video received 4Mn views entering Google’s most watched list.
4. The Warisi Tradisi content series (all 250 of them) sparked engagement rates exceeding 15% – a record in itself for FB & Instagram.
5. Searches for the KFC Bucket that had been flat for the last 10 years grew by 48%.