Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Creative Agency: Universal McCann Credits: Universal McCann — Rina Low (Business Director), Wong May May (Associate Director), Hor Jian Tsin (Head of Outdoor), Amy Yep (Associate Director), Way Chooi Yee (Media Planner), Nur Alina binti Abdullah (Senior Media Buyer), Ridzwan Ibrahim (Senior Content), Lim Yee Wen (Media Planner), Tham Hui Ying (Media Planner), Cheng Xiu Wei (Media Planner), Angelyn Soh (Social Media Specialist), Andrew Ong (Social Media Specialist),
Urban young adults love McDonald’s and Burger King’s iconic burgers whereas KFC was never known for burgers. It was a tall order to launch the all new Zinger Burger given its small brand share and weak top of mind. We had to disrupt McDonald’s virtual monopoly to induce trial.
The Solution – Insight & Idea
INSIGHT: Malaysians are generally lazy. Our QSR buyer’s research shows that consumers have this ‘never mind’ and ‘biasalah’ attitude, the tendency of being indifferent about things. But we know too that Malaysians are ‘kepoh’ and nosy and can be motivated to overpower their ‘never mind’ attitude if there is some novelty on offer. STRATEGY: Motivate young at heart Malaysians with disruptive tactics that CHALLENGE THEIR BURGER OF CHOICE AUTO PILOT MODE with insatiable triggers for the KFC Zinger Burger instead. Implement forced consideration when they are on the go with a differentiated out of home placement to create curiosity during consumers’ moment of truth. IDEA: Media Agency planned and implemented a guerrilla attack in Shopping malls, the hippest hang out place for youth. We seeded KFC’s presence with an unique ambient placement called ‘the Zinger Machine’ right in front of our competitor’s door step! Intercepting consumers and teasing them with the proposition of ‘what lengths will you go to for a free KFC Zinger Burger’.
We placed the machine just outside McDonald’s. This is not your regular machine but one that intercepts consumers’ path to purchase. As the consumer passes by, KFC Zinger Machine is activated and as soon they show interest, Zinger machine interacts immediately and challenges them with simple but exciting tasks. Consumers were drawn like moths to a flame and it was hilarious seeing what lengths they would go to impress the Zinger machine. So many hidden talents were discovered from hip hop to unidentified dance genre, some cat walked, whilst some others simply declared their love by hugging the machine openly with hundreds of strangers watching. Sporting consumers were rewarded with an immediate gratification of a free Zinger burger! These smartphone and the machine recordings of these hilarious scenes sent the webosphere buzzing with Zinger videos. Even top notch influencers like Lisa Surihani applauded the activation spreading to millions of her fans. Once and for all, Malaysians proved that they are not lazy after all especially when it comes to the all-new KFC Zinger burger.
Sales +102% per store daily vs the norm. We garnered 1.2 million views for Zinger videos. Over 131,000 interactions with the campaign. KFC Facebook page gained new 75,328 fans. Brand score for ‘easy to eat on the go’ improved by 38%. The mall allowed us to carry on with the activation despite numerous complaints from the competitor as customers and their management were loving it! Now, what would you do for a KFC Zinger Burger?
Advertiser: Sime Darby Auto Connexion Brand: Ford Creative Agency: Astro Credits: Mindshare — Joe Ng (Senior Executive), Bryan Chiang (Manager), Elaine Lee (Manager), Stephanie Looi (Senior Manager, Client Leadership),Koh Yee Ling (Director, Client Leadership), Kristine Ong (Partner, Client Leadership); Astro Radio — Mark Anderson; Sime Darby Auto Connexion — Hazel Khor
Q3 2013 marks the entry of the new Ford Fiesta but prior to that agency was challenged to clear off 480 units of the 2-year old Fiesta model within in 5 months period prior to the new Fiesta launch. But how does one sell an old model to a Millennial?
The Solution – Insight & Idea
The 18-to-34-year old Millennial are fixated with owning a car at a young age. It is a reflection of their image and status. They are thrill seekers and average conventional experience does not appeal to them. Most often than not, they are immune to the bombardment of various ad messages, relying instead on peers recommendation and people they look up to or follow. They want to be seen with the hip and happening in- crowd. Experience also tells us that 80% of consumers are more likely to follow a brand that provides brand experience and engagement activities. Clearly, we needed a surprise and delight strategy. Conventional press advertising will not work and no one wants to be associated with an old model when they can easily buy a new model and they are spoilt with choices. We have to make a 2 year old model cool again. The strategy was for the old Ford Fiesta to make appearance via the most happening in crowd delivered via Thank Ford its Friday, a series of mini concerts in the city Thank Ford its Friday was created.
For 6 consecutive weeks every Friday, Ford brings the best out of your Friday with energetic and entertaining live performances. In partnership with HitzFM, Thank Ford its Friday presented a series of mini concert complete with DJ live spinning in major happening locations ie Sunway Pyramid, Publika, Paradigm Mall and Lot 10 where our target prospects congregates. At each of the event, we invited Fiesta official car club to place their modified vehicles at the event location and shared their driving experience. We featured Fiesta technology and innovation and target prospects would be able to see the Fiesta car in action. We secured test drive leads on ground. The old Fiesta was seen in the company of the coolest concert amongst the cool artiste and DJs.
The 2 year old Fiesta was cool again. The 480 units were cleared off in 2 months! Ford garnered an additional 6634 Facebook likes in 6 weeks and many event photos were shared through #TFIF. Over 380 test drive submission was gained at event, a 3-fold gain compared to walk-ins.
Advertiser: Fonterra Brands (M) Sdn Bhd Brand: Anchor Dairy Creative Agency: MEASAT broadcast network systems Sdn. Bhd. Credits: MediaCom Malaysia — Chan Wan Lih (Business Director),Jessy Yap (Communication Manager), Sean Sen (Communication Planner), Katherine Lee (Implementation Manager),Farriz Yousof (Implementation Executive)
Anchor has established itself as chefs’ preferred dairy brand globally, but it is still relatively new and a challenger brand in Malaysia. Long established local competitors dominate the market, and are priced lower. The challenge for Anchor is to build awareness and differentiation by positioning itself as “chefs’ preferred choice”.
The Solution – Insight & Idea
Moms take pride in cooking for her family. She wants to treat her family with delicious food made from good quality, tasty and trusted ingredients. However, she often struggles to continuously find a variety of simple, yet creative recipes using quality ingredients. Analysis shows that cooking TV programmes is a main source of recipe information for moms, and these TV programmes indirectly become trusted sources of authority for when she selects her ingredients and its brands when she shops. Given the small budget, Anchor’s strategy was to leverage on an existing, well-known TV cooking show to gain brand and product visibility. MasterChef Malaysia, Astro Ria’s Top 10 programme, was the perfect fit for Anchor to connect with moms. By owning MasterChef, Anchor would be able to build awareness amongst its huge existing fan base. Furthermore, Anchor would be seen as an approved brand by the chefs, thereby delivering the message of it being “chefs’ preferred choice”. To afford sponsoring MasterChef, we negotiated to use Anchor products as part of the investment contribution to reduce direct cash injection. Additionally, this also meant that Anchor products would be used by the contestants on the show, giving Anchor further visibility and endorsement.
To drive the association as the chefs’ preferred choice, we negotiated for Anchor products to be visibly used as part of the ingredients in the MasterChef Pantry. An Anchor branded chiller was also featured in the MasterChef Kitchen. Both had incidental shots featured on TV. Additionally, Anchor had its showcase in the “Mystery Box” creativity challenge, being the primary ingredient that the contestants had to work with to create their unique dishes. This showcase not only gave Anchor massive airtime exposure during the programme, but it also demonstrated Anchor’s product versatility as the main ingredient to a variety of delicious dishes! All the above integration was captured in a 30sec creative vignette that was aired throughout Astro Ria. This gave Anchor additional airtime exposure that spread the awareness further as it reached out to more moms, further strengthening Anchor’s ‘chefs’ preferred status’ in the market and driving differentiation for moms to reconsider their current choice of brand before the point of conversion.
Despite a very limited budget of RM85k, Anchor was able to reach more than 2.36million urban moms and 675k MasterChef Facebook fans through the program. This means a low cost per reach of only RM0.04, generating a strong ROI of 16.7X! Average monthly sales increased +9% vs. pre-sponsorship period. Anchor was able to utilize MasterChef as a springboard to deliver its “chefs’ preferred brand” message and own it as a differentiating point in the market.