The Campaign

Instead of introducing a bot, we revealed AYAM, Malaysia’s first talking chicken. First, to give AYAM the Nando’s tone and manner, we had to shape its entire vocabulary. To appeal to the locals, the language we gave Ayam was Manglish, or Malaysian English. Then, we identified four topics which are most relevant and hottest to our audience: Romance, food, the Olympics, and Malaysia’s Independence Day. We added silly jokes, cheeky questions, and even memes so that whenever anyone started a chat with Ayam, they would feel like they’re chatting with the cheeky Nando’s chicken. Using targeted Facebook ads, we lured our audience to chat with Ayam. At the end of the chat, the user would be surprised with a meal voucher, then redirected to the Nando’s Facebook page.

Creative Execution

Once Client approved of the idea, we quickly work out a script structure Backend coding structure also commenced We leverage on Cleverscript to work out a list of possible answers in order for the Bot to recognise the many possible answers from the audience Testings were carried out by Agency and Client When all testings were stable, the Bot was submitted to Facebook for approval Upon approval, we launched our Bot on 1st August Backend coding took about 6 weeks Scripting of the 1st topic took about 4 weeks Subsequent topics scripting took 4 days and coding took 3 days Testing happened throughout the period of 8 weeks The bot was launched on 1 August The chat-bot was placed on a separate Ayam Facebook page. At the end of the chat, they would be redirected to the official Nando’s Facebook page. We reached out to our audience via targeted Facebook ads.

Reach - Total reach: 28605 - Total reactions for Ayam posts: 10945 • Engagement - Over 1800 chat interactions in 10 days - More than 4000 views on Ayam’s page

• Data gathering • Target audience (consumer demographic/individuals/organisations) - 18 – 24 college students, fresh graduates and first-jobbers - They spend most of their time on Facebook - Growing up in multi-racial Malaysia, they’re used to speaking in Manglish, or Malaysian English, which is in fact a combination of Malay, English, Chinese, and Tamil. • Relevance to platform - Internet savvy with Social Media in particular impacting on internet usage - Heavy users of smart mobile phone and tablets with need to always stay connected - Majority of them would access information (News, entertainment and etc) via Internet mainly from their smartphones • Approach - Engage with them where they are at majority of their time. Converse with them on relevant topics