ANYTHING IS BETTER WITH KFC GOLDEN EGG CRUNCH

TitleANYTHING IS BETTER WITH KFC GOLDEN EGG CRUNCH
ClientKFC
Product / ServiceKFC
CategoryF03. Excellence in Media Execution
EntrantENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA
Idea Creation ENSEMBLE WORLDWIDE Petaling Jaya, MALAYSIA
Media Placement UM MALAYSIA Petaling Jaya, MALAYSIA

The Campaign

Given the mass nature of our product our TG was broad covering all parents and families. The biggest challenge for us was to identify which ads to highjack during the key 14 day period around CNY, ads that would be both popular and heavily advertised to our TG. So we created an API connected directly to the TV log data and econometrically modelled 10 years of CNY commercials to understand patterns on budgeting, media scheduling, reach build-up as well as social success and search behaviours triggered. Using these learnings we identified 20 TV commercials that we predicted would become popular and also be heavily advertised.

Creative Execution

Implementation 1. Custom algorithm curates TV commercials for shortlisting. 2. Custom visual recognition API to deploy the mobile ad. 3. Real time syncing to social feed of target audience 4. Daily reports pushed to war room so we turn around new content in 3 days Media Channels and integration Facebook, Instagram and Google platforms. Mobile phones video buys were triggered within proximity and target audience match on Facebook and Instagram. Timeline The TV-synch campaign kicked-off a week before the start of the festival and ended 7 days later. So this was a sharp 14 day burst to garner maximum attention and sales in tandem with promo period of KFC Golden Egg Crunch.

1. The product sold off within 6 weeks. Two weeks faster than targeted date. 2. KFC’s sales were 60% higher as compared to the same CNY period last year 3. For the first time in decades the ad recall and TOM scores for a KFC CNY product was higher than the McD prosperity burger. 4. 45% of all video views crossed the 10 second mark and the VTR beat industry average by 50%.

KFC Golden Egg Crunch TV Synch successfully demonstrates innovative usage of an existing programmatic technique – smart synching of branded videos to commercials aired on TV, with a twist. This is the first time that TV synch was done with competitor ads, successfully owning the entire ad belt with minimal media buy.

Insights, Strategy and the Idea

Target audience Families with young adults and teens who converge on TV sets during family moments, with high instances of switching to mobiles during ad breaks. Media Planning Combining data from social media, viewership and ad program, the TV Sync technology we used deployed the 20 parodies on Facebook, Instagram and Google platforms within seconds of the live commercial trigger on TV during prime time (11am-2pm & 7pm-11pm). Approach 87% of TV viewers browse their mobile during TV ads. So we owned the entire TV ad belt by hijacking ads of all brands that advertise heavily on TV during CNY period by TV-synching our ads on mobiles. We identified 20 TV commercials that were predicted to both garner social currency and have big media investments. For each one of these ads, we singled-out its most memorable part and used that as inspiration to create a snappy KFC parody.

Credits

Name Company Position
ensemble ensemble worldwide ensemble
Alexis Hong Universal McCann Media Planner
Nicole Choo Universal McCann Senior Media planner
Phoenix Tang Universal McCann Media Manager
Links
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