Malaysian Media Awards Winners Showcase

2019 | |

Framily Radio Reunions!

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

The Challenges
KFC CelebrationBucket is synonymous with group eating. However, during CNY, our sales suffer due to the rise of hotel buffets and extravagant family dinners. We wanted to bring back the love for the KFC bucket and create a new consumption occasion during CNY for ‘group eating’ outside family events

Insight, Strategy and the Idea
CNY is centered on reunions. And reunions are not just tied to families but also friends who are tight, close like a family… actually, a lot closer than family. The friend you’ll call at 4:00 am with a flat tyre, a friend who finishes your sentences, the friend who will help you hide a dead body. These relationships are beyond what are labelled as friends or family. To create a new consumption occasion, we decided to pay a tribute to the reunion of these friends who are like family = Our Framily!

Media Execution
With the young Chinese always being on the go, radio is the golden medium to connect with them. In collaboration with the top chinese station MYFM: Radio DJs triggered nostalgia by sharing their fond memories of their framilies on air & on social. Each story ended with an invitation for listeners to submit their Framily stories on MYFM’s website. The DJs then selected the top creative tributes on air & shared the most heartwarming Framily stories on air. Needless to say, it was a tsunami of emotions broadcasted stirring the hearts of millions. All this lead to the ‘KFC’s Special Framily Reunion’ open house event, where millions of Framilies were reunited, together with their favourite radio DJs from MYFM. The KFC CelebrationBucket had turned into an icon for Framilies nationwide!

Results and Effectiveness
More than 2.4 million Chinese listeners reached. Top of Mind awareness was +96% higher than McD. Achieved +10% increase in Chinese footfalls, our highest ever store visitation since 2016!