APPIES 2018 Winning Campaign: KFC’s Made for the Bold wins Gold

Naga DDB Tribal double downs with KFC for winning campaign

KFC was facing a huge challenge – with new burger innovations constantly dominating Malaysian headlines, how does one make a comeback and especially with a product that wasn’t new to the consumers taste buds?
Rolling out the Double Down

The Made For The Bold campaign was introduced. The campaign was launched with a bold statement, “It takes guts to try the KFC Zinger Double Down.”
Firstly, the campaign introduced advertisements with catchy slogans like “if you’re scared of your girlfriend, then this is not for you” and radio ads. Next, KFC celebrated the brave acts of Zinger Double Down men and women.
Thirdly, the outlandish nature of Zinger Double Down was reinforced, the concept of all meat and no bun. Conversations on social media were also used to stir up acts of boldness that netizens believed deserved a KFC Zinger Double Down.
The Made For The Bold campaign was a resounding success. The campaign exceeded expectations by achieving 7 times the projected growth target. By week 4, the KFC Zinger Double Down was sold out, way earlier than expected.
KFC Zinger Double Down drove sales up by a whopping 148%, double the success of the previous launch. Plus, KFC also managed to hit a total of 5.4 million customer transactions during the campaign period, 7 times the projected growth target!

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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