|Title||KFC’S HOT & CHEEZY BURGER|
|Product / Service||HOT AND CHEEZY BURGER|
|Category||C03. Use of Social Platforms|
|Entrant||ENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA|
|Idea Creation||ENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA|
|Media||UNIVERSAL MCCANN WP, MALAYSIA|
|Idea Creation 2||UNIVERSAL MCCANN WP, MALAYSIA|
|Chan Woei Hern||Ensemble Worldwide||Executive Creative Director|
|Chung Ruzen||Ensemble Worldwide||Copywriter|
|Mun Tuck Wai||Ensemble Worldwide||Executive Creative Director|
|Narman Tang||Ensemble Worldwide||Art Director|
|Yves Wan||Ensemble Worldwide||Senior Graphic Designer|
|Loreen Eva Lim||Ensemble Worldwide||Head of Production|
|Sean Wong||Ensemble Worldwide||Vice President|
|Marlo Ongpin||Ensemble Worldwide||Director of Digital Startegy|
|Tan Chee Meng||Effecthory||Director|
Malaysian millennials have a short attention span, and will skip YouTube pre-rolls after the 5-second countdown. Using programmatic technology to create and distribute brand messaging in a millennial-relevant manner, we developed a campaign that ‘clicked’ with the younger generation. Our idea: A Hot & Cheezy burger who flirted with Malaysians on YouTube by spouting cheesy lines related to the video currently being watched.
Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. Over 100 videos were created! We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more. On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page. Hot & Cheezy also appeared on Tinder. Matches led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.
Millennials watched. Viewing completion rates touched 35%, breaking Google Malaysia’s record. They shared. Despite it being a programmatic campaign, we managed to get on average, 4X more organic views that previous KFC Malaysia videos, some hitting as high as 37% organic views! They visited. 13% more customers visited KFC during the campaign, the highest in 40 months! KFC’s TopofMind recall increased by 45% to 62% from October 2015 to December 2015, the highest ever! More importantly, they bought. Sales increased by 16% week-on-week, and outperformed targets by 50%!
The campaign interacted with consumers by using Using a Dynamic Content Optimisation (DCO) platform, we created contextual conversation via Tinder and Facebook. On Tinder,a profile for our burger was set up and used DCO to reply chats based on keywords. On Facebook, Hot & Cheezy; using DCO also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC Facebook page. We invited those who interacted with Hot n Cheezy online to meet himin real life at popular malls around town, where big interactive screens allowed the public to chat live with our burger.
Millennials form a majority of the ‘Click Generation’. They are the generation that embraced technology during their highly influential teenage years. With over 15 million unique Malaysian visitors every month (of which 66% are millennials), YouTube was identified as the best medium to reach out to our target audience. We had to develop a marketing campaign aligned with what ‘clicks’ with the younger generation So we decided to use programmatic technology to create brand messaging by distributing content in a millennial-relevant manner