Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Newspapers / Magazines
Advertiser: QSR Brands (M) Holdings Sdn Bhd Brand: KFC Malaysia Creative Agency: BBDO (M) Sdn Bhd Credits: Universal McCann — Rina Low (Business Director), Lavend Ng (Senior Media Planner), Way Chooi Yee (Media Planner), Alina Tan (Media Buyer), Neeraj Gulati (Executive Director) / QSR Brands (M) Holdings Sdn Bhd — Kelvin Hong (General Manager), Shariza Hazni Jamaluddin (Assistant Manager), Liew Chee Seng (Marketing Executive), Arif Eddy (Marketing Executive) / Astro Publications Sdn Bhd — Koh Fook Hoi (Account Manager) / Hot Potato Publishing Sdn Bhd — Mary Teoh (Assistant Sales & Marketing 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. It was positioned as “ALL MEAT, ALL MAN” burger and the challenge was to reach men who would attracted by the proposition and drive sales.
Solution
Research showed that Alpha-Males would be the first to try the new talk of town bunless burger. They also loved attention, especially from hot women! Media Agency recommended to stroke his ego by making him believe that top models, he lusted for in magazines, actually love real men who eats Zinger Double Down. We took it a step further with James Bond, Captain America & Thor claiming they are the real double down men.
Execution
In a media first, we converted the address stickers on FHM, the premier male targeted magazine, as our ads with personalized message to only the male readers, through shoutout bubbles, appearing as if the usual hot women on the cover are talking to him directly. We also partnered with magazine ‘HOT’, where inside the magazine he found his idols like James bond, Captain America and Thor also claiming to be real men, just like him.
Results
Alpha males openly expressed their approval for Zinger Double Down! The campaign garnered 177,551 Facebook likes. Purchase intent increased by 73.8% where 50% was repeat purchases. Incremental servings was up 45.6% and Zinger Double Down accounted for 40.3% of all burgers sold in KFC!
