Results and Effectiveness

1. Record breaking sales! •Exceeded sales target by 200% •33% sales increase for first day of launch •120% increased on volume sales per day •1st week toy collectible sold out within 2 days 2. Buzz and engagement that was crucial for our success •393% increase in total consumers reach •494% increase in post engagement reach •552% increase in daily unique visits on facebook •Made KFC top 3 brands by daily page engagement rate on Facebook 3. Strong results on Digital •Strategic placement achieved high CTR of 0.95% on Gamespot. •31% increase to ‘Avenger’ web-page through Search 4. Awesome PR coverage

Creative Execution

With a two pronged approach, we aimed to:- I.Create the proof upfront Facebook fans were given an exclusive treat of ZDD and collectibles 1 day prior launch. They became our advocates which got another 153K fans excited. This is a record first!– No other player ever released its new product news prior launch. To intensify the experience news, we brought ZDD tasting to press & online editors office. This resulted in huge PR coverage II.Pairing ZDD with ‘The Avengers’ Any communications created here would be seen pairing ZDD and ‘Avengers’ to capture audience enthusiasm with Avengers at its highest On Digital - Contextual placements on movie related sites On Search - ZDD message will appear with ‘Avengers’ related keywords On Cinema - Special placement negotiated to tag Avengers TVC right after the movie trailers. The launch initiative was amplified further with the use of OOH, Television and Press.

Insights, Strategy and the Idea

With an upsurge of dining choices and visits to fast food outlets declining in Singapore, it was a constant battle for fast food players to continuously excite consumers and keep them returning. For KFC, Zinger is our hero burger product. To increase sales, we plan to attract non-Zinger lovers and competitor’s burger lovers with a unique burger concept - Zinger Double Down (ZDD), an all meat and no buns burger, together with a highly anticipated movie “The Avengers” limited edition toys to heighten interest. Research reveals: 1) Consumers think all burgers are similar, yet 94% consumers who tasted ZDD loved the product 2) KFC have poor quality toys but consumers adores Avenger’s toy quality when they experience it. We set out to:- 1.Get people to experience ZDD and Avenger’s toys 2.Achieve sales target by 10% Our Strategy: Create the proof and buzz around the mightiest duo (ZDD/Avengers)