The Campaign

Nando’s introduced AYAM, Malaysia’s first talking chicken, which was in fact a Facebook chat-bot. 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 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

• Implementation 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 • Placement 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 Facebook ads. Brand relevance Nando’s is known to adopt new and creative methods when engaging with target audience. We gave the chat-bot a character that embodies Nando’s cheeky tone and manner • Touch points Facebook only • Materials, style elements, design choices Nando’s cheeky tone and manner • Methods and process To start, a script had to be written that could cater for all the responses a user would come up with, and lead a conversation that made sense. We imported the static script into CleverScript, and created our logic rules to jump to our correct responses based on user input. With the script in place, we then wrote a controller to communicate between Messenger API and CS, which allowed us to send and receive responses from users and the conversations came alive. • Timeline 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