Title | THE OTHER SANDERS |
Brand | QSR STORES SDN BHD |
Product / Service | KFC |
Category | A12. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | REPRISE Petaling Jaya, MALAYSIA |
Idea Creation | REPRISE Petaling Jaya, MALAYSIA |
Media Placement | UM MALAYSIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Kevin Le | Reprise | Executive Creative Director |
MUN | IPG Mediabrands | Executive Creative Director |
Amir Faiz | Reprise | Social Creative Director |
Stanley Clement | Reprise | Managing Director |
Kevin Le | Reprise | Executive Creative Director |
Zahir Mazlan | Reprise | Senior Copywriter |
MUN | IPG Mediabrands | Executive Creative Director |
Amir Faiz | Reprise | Creative Director |
Izham Sofi | Reprise | Junior Art Director |
Shannon Chan | Reprise | Illustrator |
Hajar Yusof | Reprise | Senior Social Media Manager |
Charmaine Boo | Reprise | Senior Social Media Executive |
Angelina Villanueva | KFC Malaysia | Chief Marketing Officer |
Rina Low | Universal McCann | Vice President |
Phoenix Tang | Universal McCann | Media Manager |
Nicole Choo | Universal McCann | Senior Media Planner |
Alexis Hong | Universal McCann | Media Planner |
Crystal Nai | Universal McCann | Media Buyer |
Vicky Kok | Universal McCann | Senior Media Implementer |
Lim Nian Shan | Universal McCann | Media Buying Manager |
Through a simple logo change, we revealed the inspiring true story of Claudia Sanders, wife of Colonel Sanders – the '12th Secret Ingredient' in KFC's success. Its timely revelation on International Women's Day allowed us to celebrate the many Claudias among us – our staff; our customers; our stronger, better halves.
Approximately USD$1,000 were spent for the digital buys.
On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders. We then celebrated her pivotal role in the success of KFC via their social and digital assets including Instagram Stories, Facebook postings, and microsite. It was a simple logo takeover but the whole world noticed.
KFC spent just $10,000 to push out the Claudia Sanders campaign but the response went beyond local shores. - $1.3 billion impressions. - Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show. - Reshared by other KFC markets including Thailand, Panama and Costa Rica. - Earned media value of more than $2 million. Sometimes the best way to change the world is to simply share a secret.
With little paid media, we used a simple logo change to reveal the inspiring true story of the real hero behind KFC – Claudia Sanders, wife of Colonel Sanders. The publicity created by this simple celebration of gender parity was shared exponentially – way beyond its intended audience in Malaysia.
Of 31 million Malaysians, over 68% are Muslim Malays. While the urban population is more liberal, rural conservative voices are well served on digital and mobile. Out of the 31 million people, 24 million are active social media users. It was a strategic decision to use social as our key communication channel. As an established, universally popular brand across Malaysia, KFC serves and respects Malaysia's diverse culture and conservative majority. Our support of gender parity on International Women's Day must reflect this. Instead of confrontation, or mere 'lip-service', we opted to simply reveal a story – one that is rooted in our brand and relevant to the cause of empowerment. The honesty (a hidden truth in the age of fake news) and tonality (the silent assistance of a dutiful wife) of our message would resonate well with the conservative values of the Muslim majority.