Advertiser: QSR Stores Sdn Bhd Brand: KFC Creative Agency: - Credits: -
Come 2018 ChineseNewYear (CNY), KFC launched it’s very own salted egg yolk infused chicken: the Golden Egg Crunch (GEC). However, we were just one among 24 food brands riding the salted egg wave. We set out with the ambitious goal to sell out the GEC in 8 weeks, smack in the middle of the most cluttered advertising season. A sellout goal demanded an unapologetically high TOM, which meant investing in TV. With brands going ballistic on TV during CNY, even if we wanted to, we couldn’t afford to outshout.
Insight, Strategy and the Idea
We chose to ‘Outsmart and not Outspend’. Studying TV viewing behaviours, we discovered that 87% of TV viewers browse their mobile as they watch TV. What if we used technology to bridge digital and TV to create a simultaneous experience? What if we could use on the fly creativity to deliver a brand message on digital that is connected to what’s playing on TV at the same time? Using second screen sync technology, we set out to hijack ads of other brands that were advertising heavily on TV during the CNY period. The Idea: Cross screen hijack done right, with the right content!
THE IMPACT PLAN ON TV: 1. We predicted 20 ads that would be popular this CNY, by econometrically modelling 10 years of CNY commercials and understanding patterns on budgeting, reach and social conversations. 2. We singled out the memorable part of each of the 20 ads via an algorithm. 3. Using that we created 20 KFC parody videos, each mimicking the popular 20 ads with a GEC twist. 4. Leveraging on TV sync technology when the popular 20 ads aired on TV, KFC parody videos were activated on mobile. Example: when the Panadol ad played on TV, we deployed a Panadol lookalike video on mobile promoting the GEC, all in real time. We topped up the cross screen hijack with a strong SUSTENANCE PLAN on OOH & RADIO. We bought into 13 large OOH sites nationwide and plastered it with visuals of the GEC and the price, simple! On Radio, we operated on a high frequency with spot buys into 14 stations on Astro, Media Prima and RTM across 4 languages,all calling out the GEC.
Results and Effectiveness
The GEC sold out in 6 weeks (against the targeted 8 weeks), delivering a 38% sales lift. Visits to KFC increased by 2% when category eating out dropped by 5%. KFC achieved the highest brand awareness score in 2 years,12 points ahead of the competition. Our hijack captured 4 million video views, it would have cost us 1260% more with just TV. Our OOH sites reached 43 million people and on radio we delivered 10.6 mil reach. The icing: McDonald’s even responded to our stunt driving even more noise. In all, we garnered RM286,000 in earned media even getting picked up by the likes of Contagious. All in all, one finger lickin’ good campaign!