2013
2013 | Finalist | Best Use of Social Media
Advertiser: Hasbro (Malaysia) Sdn Bhd Brand: Monopoly Creative Agency: Appleseeds Creativity Credits: Rachel Jenagaratnam (Senior Social Media Executive), Matthew Ho (Head of Interaction)
Challenge
Even though Monopoly’s relevance continues to be high, the younger generations of “face-in-phone” consumers are neglecting healthy social interactions. The brand’s challenge was to find a way to engage this younger generation and remind them how fortunate they are to even have an opportunity to spend time with family.
Solution
With Christmas approaching, we saw the perfect opportunity to remind people of this and to spread a little cheer to the less fortunate. Enter ‘Toys to Bring Joy’, a 6week CSR-Social campaign that reminded fans how lucky they are and to give them a platform to give back. Monopoly Malaysia pledged to donate RM10,000 worth of toys to underprivileged children if fans would share the cause with their friends.
Execution
We encouraged fans to spread the word of the cause by liking and sharing our Facebook posts. This simple call-to-action coupled with the public’s enthusiasm helped Monopoly reach 70,000 fan within just 3weeks. Even though surprised with the early success, Monopoly decided to respond by increasing the value of their pledge to RM 15,000 with a new stretched target of 90k fan base by end of the campaign.
Results
The campaign helped Monopoly increase their fan base by 3 folds during the 6weeks to 102,846 fans at an average acquisition per fan of RM0.40 (60% below industry average). More than 70,000 people were reminded of their good fortune and most importantly, it helped bring immense joy to 350 children.
2013 | Finalist | Best Use of Social Media
Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Malaysia Creative Agency: Rally - division of IPG Mediabrands Credits: Rally — Derek Tan (Executive Director - World Markets, Asia), Yvonne Lau (Communication Strategist), Angelyn Soh (Social Media Specialist) / Universal McCann — John Woo (Assistant Manager, Content Services) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager - Marketing), Reem Shakira binti Aziz (Digital Executive - Marketing) / Monster Interactive — LV Chong (Regional Business Director), Erwan Emran (Account Manager)
Challenge
KFC launched it’s global release of Colonel Sander’s lost recipes by distributing a coffee book to every country. The recipes contained non halal ingredients and could not be distributed openly. With limited budget, KFC Malaysia had to create an impact to coincide with the global launch yet observing the sensitivities.
Solution
We understood that Malaysians love free stuff and to be part of an exclusivity global community. Media agency recommended to select 20 recipes from the book, decided to empower the community to earn and share the top secret recipes, and wear it as a global badge of pride. Seeding the recipes as long lost original recipes from a global icon, we decided to created content that centered around creating talkability and ownership over these recipes.
Execution
We built and seeded Colonel Sander’s original recipes into desired and sought after staples that only the KFC community could unlock on Facebook. Only those belonging to the fraternity of KFC could unveil the details on social media and by sharing, elevate their status as an KFC custodian of a global icon’s secrets. The exclusivity recipes were only awarded to the deserving fans who earned it through ‘social currency’ of shares, likes, comments and posts.
Results
The social seeding created ripples of conversations with over 1,823,859 impressions and 116,844 fans joining the KFC Malaysia Facebook community. Colonel Sanders secret recipes garnered 8,174 downloads of recipes and over 473,895 social currencies exchanged in just 4 weeks! Brand mentions increased by over 218% with zero media investments.
2013 | Finalist | Best Use of Social Media
Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Malaysia Creative Agency: Rally - Division of IPG Mediabrands Credits: Rally — Derek Tan (Executive Director - World Markets, Asia), Yvonne Lau (Communication Strategist), Angelyn Soh (Social Media Specialist), Bryan Hoo (Senior Social Media Specialist) / Universal McCann — Rina Low (Business Director), Lavend Ng (Senior Media Planner) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager - Marketing), Reem Shakira Aziz (Digital Executive - Marketing) / Monster Interactive — LV Chong (Regional Business Director), Erwan Emran (Account Manager)
Challenge
KFC’s launched the Zinger Double Down, a unique “bunless” burger, featuring two thick, juicy boneless white meat chicken fillets that replaced the original bun covers. This was positioned as “ALL MEAT, ALL MAN” burger and the challenge was to target men who would buy into the proposition and drive sales.
Solution
“Alpha Males” were targeted to popularize the new ‘talk of town’ bunless burger. They loved attention and recognition as the ‘cool testosterone filled dudes’. Using Facebook as a hub, where men were in their natural social behaviour, Media Agency recommended creating a unique program, and developed a ‘pyscho social’ mapping technology platform. The program could screen out ‘Alpha Males’ through behaviour, shares, network size, influence score, brand affinity and recruit them as Double Down men.
Execution
Project X’s technology was shrouded in a Facebook game, based on the final days on earth which would identify the ‘Alpha Males’ to be the forerunners to an exclusive club. Specifically targeted ads were used to rope in our participants. They had to suceeed in different missions and reveal things about themselves, solve problems, rescue hot women. The Real Men standing at the end earned bragging rights and were proclaimed the Real Double Down Men.
Results
After the gruesome battle, 500 Real Men were victorious. Accepted in the KFC Double-Down club, they got money-cant-buy exclusive taste of the ALL MEAT ALL MAN burger. With 5 million organic impressions and RM150k in earned media, the ZDD burger accounted for 40% sales of all burgers in KFC.
