Malaysian Media Awards Winners Showcase
2018 | Finalist | Best Use of Audio (Including Radio)
Advertiser: QSR Stores Sdn Bhd Brand: KFC Creative Agency: - Credits: -
The Challenges
No Millennial eats burgers at KFC, they’d rather choose McDonald’s. How do we get Millennials to choose our newest ZingerDoubleDownBurger (a bunless burger that uses the ZingerPatty as buns with bacon and cheese as filling)?
Insight, Strategy and the Idea
Taking inspiration from a bunless burger (one would need to be BOLD to try that), we wanted to “celebrate everyday boldness”. Insight : Boldness is often limited to social media- #shitwesay, #justsayin. Unfortunately our bravery was NATO (NoActionTalkOnly). When confronted in reality, most would shrivel and fall. Could we bring out their bravery when they least expect it? Radio was a medium where we could confront them in a spontaneous manner, putting them immediately on the spot. Idea: We intercepted Millennials with ridiculous ,tough situations triggering to speak up for themselves via radio, recording the best ones to inspire others.
Media Execution
Partnering bold stations HitzFM and FlyFM, we invited listeners to nominate friends they’d like to put in tough situations to encourage their boldness. Equipped with relevant information, DJs called up targets & put them in awkward situations where targets had to talk themselves out. It was hilarious to listen to our targets turn from timid to brave while manouevering through difficult and sometimes nonsensical conversations! Like when a ‘father confronts his daughter’s newest boyfriend’ or a ‘college admin calls a student to tell them that they’ve been found plagiarising their final paper’. Bold targets were then celebrated on air and sent ZingerDoubleDownBurgers as a reward for their everyday boldness.
Results and Effectiveness
HitzFM and FlyFM reached 2,991,000 listeners during campaign period. KFCBrandPulseTracker showed Radio Campaign as having highest persuasion score across all mediums. Servings exceeded their 2012 and 2014 launches by 148% and 187%. By far the most successful ZingerDoubleDown run in Malaysia’s history, selling out in 4 weeks — 2 weeks before the official end date.
