Malaysian Media Awards Winners Showcase

2021 | |

Turning annoying holiday selfies into vouchers for our Thai chicken

Advertiser: QSR Stores Sdn Bhd
Brand: KFC
Creative Agency: Ensemble
Credits: -


Objective & Challenge
It’s tough to stay relevant in the fast food market. Millennials have an increasingly shorter attention span, and so do their tastebuds. That’s why brands have to constantly create and launch new flavours and variants. We were tasked with the launch of the KFC Thaiinspired flavour, Sawadee Crunch through a digitalled campaign. So how do we capture the attention of millennials and their tastebuds in a fresh and engaging way?

Insight & Strategy
We found insights that Malaysians travel to Thailand all year round, peaking during October 2019, the launchmonth of Sawadee Crunch. With Facebook and Instagram penetration growth year on year, we knew they would be sharing their holiday selfies for all their friends to see. And for those stuckatwork, it would be a bummer scrolling through their
social feed so we decided to help them out by turning their social travel envy into KFC currency by designing ads to look just like your friend’s travel photos that could be redeemed as a discount voucher for the allnew KFC Sawadee Crunch via a microsite.

All digital touchpoints played major roles in driving traffic to our microsite, generating daily photo submissions to redeem a KFC Sawadee Crunch voucher. To achieve high and relevant awareness, we kickstarted the campaign with YouTube prerolls to stir envy among viewers and showed them how they can still get a taste of Thailand by submitting their friend’s Thailand selfies. We peaked further interest through radio spots to encourage listeners to start looking out for their friends’ travel photos to exchange it for the voucher. For those who were googling for their next getaway, we came up with cheeky, interest targeted display banners that highlights the expensive exchange rate from MYR to THB and airfare costs!

Despite having a low budget and short campaign period, KFC surpassed their KPI benchmarks. 1. It garnered 326,000 clicks throughout three weeks, which led to an 84% conversion rate to KFC Delivery site. 2. Received 16.5 million social impressions 3. Reached a 2.8% CTR on Facebook from a starting benchmark of 1% 4. Gained a 33.2% success rate on Youtube VTR with benchmark of 20% 5. Aside from the campaign making noise in Malaysia and Southeast Asia it also attracted attention from worldwide publications like La Reclame from France and marketing, media, advertising and technology show Melt from India.