2013

Challenge
The infamous I-City incident caught the country by storm when one server assaulted a customer. The debacle spread like wildfire. Overnight, KFC was infested with severe negative sentiment and became Malaysia’s hotly debated topic of the year. KFC was in danger of losing not only relevance but also brand equity.

Solution
Not taking any action would have been disastrous. Media agency recommend a fast and multi- dimensional strategy to counter the explosion. We first needed to contain the outbreak, then we needed to build a longer positive green line against the red line and finally we needed to give the proof-of-the-pudding at the heart of the problem, the KFC outlet. Search, Social, POS and Radio had the best mix of speed, context and affinity for each stage.

Execution
We deployed a 3-pronged strategy to CONTAIN the pandemic via a Paid Search campaign, using an interceptor strategy for 4 different audience Search behaviours of ‘Strangers’,’Onlookers’,’Activists’ &’Propagators’. Once intercepted we CO-CREATED positive advocacy in social media by using Facebook to gather ‘SoGood moments’ from them, under 29 different life experience buckets. Once consumers visited the outlet we CONVINCED them by refreshing the positive image of the KFC server, using Malaysian’s favourite radio DJs as KFC frontliners.

Results
KFC turned crisis into opportunity. Sales +19.8%, transaction +15.4% and 0 cannibalization, pushing visit shares increased by 2x in Q2 2012. ‘Staff are friendly’ improvement of 71.4% vs our closest competitor. The place attribute around ‘Warm and welcoming’ improved by 100% vs our closest competitor.

Challenge
Friso had limited shares in IFT segment. It needed to win first time moms against the cacophony of pharma brands. To stand out, Friso had organized unique events nationwide called “Growing up together days”(GUT) to break through clutter, we had to get moms excited and attend the event. 

Solution
Friso believes that ‘experience is a child’s best teacher’ it’s about a child’s curiosity and the surprising discoveries that come with it. When the child shares these discoveries with her mom, the gleeful camaraderie that ensues is a priceless moment which will touch the heart of any mom. Media agency recommended to bring alive this experience of ‘Growing Up Together’ for moms, by giving then a unique and surprising encounters on various media platforms. 

Execution
Executing a unique first time ever cross platform collaboration with NST, a light activated device embedded within our print ad emitted a gleeful exchange between a mom & her child. Special Friso tabs on headlines & articles across online and mobile, narrated stories in a mother’s voice, interspersed with curious questions, laughter of her child. Covered by TV and radio, the GUT on ground event saw moms experience an interactive, fun outing with her child. 

Results
We reached 84% of Target Moms, 12,298 mothers & children attended the GUT event. Campaign drove 91.32% of new visits to Friso Website, recording 1.1 million online interactions! Brand-shares increased by 32%, Friso’s purchase consideration increased by whopping 75% QoQ. Sales increased 21%. Total campaign ROI was an unprecedented 10.51x.