Malaysian Media Awards Winners Showcase

2019 | |

The Playable InstaStories

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

The Challenges
Come Ramadan/Raya 2018, KFC launched the ‘Fierce on the Outside, Tender on the inside’ NachosCheezyCrunch(NCC). We wanted to court millennials the ones leaning into the Ayam Goreng McD. However, we faced a double whammy: 1. Millennials dislike ads, they are 10X more likely to skip ads. 2. Neither could we show them the NCC, as during Ramadan brands were not allowed to promote food in the fasting hours.

Insight, Strategy and the Idea
We needed a ‘pull strategy’. If there was one channel that these millennials were smitten by, it was Instagram Stories. The fact that Stories disappear after 24 hours resonated with their innate spontaneity. Tactic: Create an experience that distracts and excites when they are on InstaStories. Timing: Activate it exactly when they are online. Introducing Malaysia’s first Instastories game ‘Fierce vs Tender’. The game required millennials to pair with a friend & engage in a tapping spree taking on the Fierce or the Tender side. A fun, tapping tug of war not really showing the NCC yet advertising the NCC. Bingo!

Media Execution
The game starts in the middle of a 25 frame InstaStory series with Tender on one side and Fierce on another side. It pitted players against each other to be the first person to tap the fastest across 10 Instastory frames. As Instagram usage peaked during lunchtime, we created 15s InstaStory ads to encourage clicks to the KFC profile where the game was housed in the Highlights. Simply, users could play the game and upon completion, we asked winners to DM us to redeem a voucher for breaking fast.

Results and Effectiveness
The 24 hours game was a game changer. It did not just set off rage on social with 100,000 game taps & 907% increase in profile visits. We gained 8% in dinner time visitation of which teen incidence grew by 29% and teen visitation surged by 3%.