Results and Effectiveness

1.Campaign triumphed both short-term sales and sales mix growth • Sales grown by 36.4% Versus pre-campaign • Sales mix growth by 31.9% • Sales normalized at a higher rate post campaign 2.Webisodes garnered over 189,606 views and counting • Approx. 9,480 hours of content consumed online • Garnered high relevance and likeability 3.168,000 fans on facebook to date, surged fanbase by 22,000 fans, and made us Top 5 Singapore facebook brands 4.Over 76% actively engaged fans on facebook 5.Facebook sponsored stories achieved high connection rate of 82% 6.MSN messenger placements smashed benchmarks with 3x CTR for video campaign

Creative Execution

With our strong base of over 95,000 facebook fans that will be more receptive to KFC and easiest to alter preference, social media is handpicked as the anchor channel to roll-out in two phases. 1. Social Invitation: we started by inviting consumers to submit stories of how KFC a.m. brought them closer to their loved ones Drawing inspiration from these moving stories, four x 3 minute webisodes were created to evoke consumer’s desire to spend quality time with their loved ones, and showcased how having breakfast together at KFC can help bridge relationship and allow special bonding moments to happen. These webisodes were uploaded on YouTube brand channel and KFC’s fanpage. 2. Sharing the content: Using a mix of high impact homepage take overs, portal penetration, viral seeding and continued Facebook activity, we amplified reach and impact for maximum views Today, our viewership continues to grow and inspire at www.youtube.com/kfcsingapore

Insights, Strategy and the Idea

Consumers disclosed KFC have a different breakfast offering that satisfy their taste buds, and there is something for everyone in the family – a competitive edge for KFC. Problem is: Breakfast consumers are highly habitual, they go for what they are used to How do we make them wake up longing for KFC breakfast? Our strategy was built on two key insights:- 1.It is important their weekend starts with a tasty breakfast that satisfies everyone and put everyone in a good mood to enjoy each other’s company. 2.They trust consumer’s experience more than advertising. The strategy: Get consumers to share the different KFC a.m. will make to their day Crowd-source consumer’s special moments over KFC a.m. that will:- • Induce audience desire by featuring real consumer’s stories that is insight-driven • Showcase emotional benefit of having breakfast together at KFC The idea : KFC a.m. helps create life’s special moments