APPIES Winning Presentation: How KFC got customers craving for more

August 28, 2017

In its second year, APPIES Malaysia — organised by MARKETING Magazine — came back strong with a total of 17 awards handed out to the most effective campaigns in Malaysia.

In this series, we share winners’ insights, thought processes and how they went for a brief to award winning campaign. 

Kicking off, we put KFC’s ‘The Secret Lives of KFC Fans’ done together with its agency Entropia Global under the scope.

Presenting the campaign and its unique mechanics were Head of Digital Marketing for KFC Dennis Foo and Ramakrishnan, Partner at Entropia. 

“The Secret Life of KFC fans” was a unique campaign derived from data driven insight to address overall awareness of KFC delivery and increase online sales, enrich database acquisition and finally, how to drive operational efficiency during off-peak periods in a fast growing market space. 

Hyper targeting audiences based on the location of stores were equipped with delivery capability revealed ‘Craving Clusters’ — specific cravings different customers had but could not fulfil at physical outlets. Leveraging on database collection driven by tactical legs led to a creative solution being born. Using eight different KFC fan personas and the insights of their KFC cravings, eight unique characters were developed to personify these ‘cravings’. Dubbed ‘The KFC KAKIs’, they eight characters had become a staple part of online delivery conversations through eight short stories executed as shareable video content. The idea solved the business challenges for KFC delivery in a hotly contested market space.

Results of the campaign locked in over 5 million views on its video content, doubled engagement for KFC Delivery surpassing industry benchmarks, increased website traffic by 44% and online sales by 32.5%.

Check out their full presentation below:

 

 

 

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Join us at TGV Cinemas 1 Utama and gain creative, marketing and advertising insights from the industry’s finest. MARKETING is organizing a screening and creative forum that feature the best of Cannes Lions 2018.

Get inspired by how creativity is a force for business growth, positive change and the greater good of society. Take away key learnings from the winners and discover future trends you can use in your work. The MC2 Awards 2018 winners presentation will also be held at the same event, followed by drinks and a light dinner buffet.

  • Joe Pullos – Director, Spikes Asia festival
  • Ted Lim – Chief Creative Officer, Dentsu Asia-Pacific + Cannes Lions Jury President 2017
  • Gigi Lee – Chief Creative Officer, TBWA\KL (who is also part of the Cannes Lions Jury)
  • Rajay Singh – Founder, Directors Think Tank

Date: 28 January, 2019 (Monday)
Time: 4.30pm – 10.30pm
Venue: TGV Cinemas 1 Utama

For more information, call Ruby or Amira at 03-7726 2588. You can also email them at ruby@adoimagazine.com or amira@adoimagazine.com. Or better yet, book your seat now via online registration here.