Advertiser: QSR Stores Sdn Bhd Brand: KFC Creative Agency: - Credits: -
School holidays spelled trouble for KFC. This is when Malays, our loyalists travel out of town with their families for staycations, forgoing their preferred KFCs in favour of the laksa in Penang and nasi ganja in Ipoh. With their eating patterns changing, we had a huge task ahead. Compete with the culture of traveling during holidays to regain product relevance.
Insight, Strategy and the Idea
We started from ground zero. Using social listening, we set out to understand the pulse of the Malays, by labelling the emotions that accompany every word that they talk about online. We found a range of emotions from stress to anxiety to surprise. But if there was one emotion that unites all Malays: It was comedy. And comedy was omnipresent even when travelling! Long car drives? They’ll pull up Sepahtu (comedy group) videos and laugh through the hours. Bored at their kampung? They’ll switch on the TV to watch MaharajaLawak (comedy competition) to entertain themselves. Comedy just makes every moment better! As KFC, we wanted our fried chicken to be loyal companions to their ‘feel good’ moments. Our idea: Make every comedy platform during school holidays better, with KFC.
We capitalized on the pinnacle of comedy in Malaysia : MaharajaLawakMega (MegaMaharajaOfComedy), the highest rated comedy show and a raging phenomenon with Malays, launching smack in the middle of school holidays. We spun off various assets of MaharajaLawakMega like comedians, content nuggets, episodes, sketches & seamlessly weaved KFC into them. It’s time for some hilarious action!
1. ‘EPISODES’ MADE BETTER WITH FRIED CHICKEN
Our fried chicken became the star of the show with comedians integrating KFC into their comedy sketches. Chicken jokes stormed the media with entertaining episodes across TV and digital.
2. ‘MOVIE AND DRAMA SCENES’ MADE BETTER WITH FRIED CHICKEN
The MaharajaLawakMega comedians took original scenes from 2018′s top Malay dramas & peppered it with a Chicken & Comedy twist. Releasing these parodies on social media unleashed a barrage of conversations.
3. ‘COMEDIAN GOSSIP INTERVIEWS’ MADE BETTER WITH FRIED CHICKEN
Gossip being integral to Malay content, we built a ‘KFCPartyLounge’ for comedians to dish out juicy gossip, while also eating our juicy chicken! These nuggets were amplified via social & video buys and vignettes on TV.
4. ‘RADIO COMEDY SKETCHES’ MADE BETTER WITH FRIED CHICKEN
On radio, we entertained listeners with our audio comedy sketches, all ending with our fried chicken as the star.
5. ‘IN STORE PRANKS’ MADE BETTER WITH FRIED CHICKEN
In KFC stores, MaharajaLawakMega comedians disguised themselves as KFC employees and entertained customers with their pranks, even rewarding them with free chicken. These pranks were recorded into videos released online, prodding conversations aplenty.
Results and Effectiveness
Malays flocked back to their beloved KFCs! Brand shares grew +18% higher than our strongest competitor. Our top of mind awareness with Malays increased +13%. TV content reached 5.6 million Malays. On social, we reached an average of 11 million. Our parody videos were viewed more than 1.6 million times, with average view rates +5.3x higher than benchmarks! And that is how our fried chicken became the nation’s next Maharaja of comedies.