Credit: Universal McCann
Challenge
School holidays spelled trouble for KFC because their Malay loyalists would travel out for staycations, foregoing their preferred KFCs in favour of the laksa in Penang and nasi ganja in Ipoh. With their eating patterns changing, they had a huge task ahead. Compete with the culture of travelling during holidays to regain product relevance.
Solution
Regardless of travel, there are two things that Malays carry everywhere:
- Their sense of humour
- Entertaining, hilarious content!
KFC wanted their fried chicken to be their loyal companion in moments of giggles.
The campaign capitalized on the pinnacle of comedy in Malaysia : MaharajaLawakMega, the highest rated comedy show and a raging phenomenon with Malays, launching smack in the middle of school holidays. We spun off various assets of MaharajaLawakMega like comedians, content nuggets, episodes, sketches & seamlessly weaved KFC into them. It’s time for some hilarious action!
- ‘EPISODES’ MADE BETTER WITH FRIED CHICKEN
Fried chicken became the star of the show with comedians integrating KFC into their comedy sketches. Chicken jokes stormed the media with entertaining episodes across TV and digital. - ‘MOVIE AND DRAMA SCENES’ MADE BETTER WITH FRIED CHICKEN
The MaharajaLawakMega comedians took original scenes from 2018′s top Malay dramas & peppered it with a Chicken & Comedy twist. Releasing these parodies on social media unleashed a barrage of conversations. - ‘COMEDIAN GOSSIP INTERVIEWS’ MADE BETTER WITH FRIED CHICKEN
Gossip being integral to Malay content, a ‘KFCPartyLounge’ was built for comedians to dish out juicy gossip, while also eating our juicy chicken! These nuggets were amplified via social & video buys and vignettes on TV. - ‘RADIO COMEDY SKETCHES’ MADE BETTER WITH FRIED CHICKEN
On radio, listeners were entertained with audio comedy sketches, all ending with fried chicken as the star. - ‘IN STORE PRANKS’ MADE BETTER WITH FRIED CHICKEN
In KFC stores, MaharajaLawakMega comedians disguised themselves as KFC employees and entertained customers with their pranks, even rewarding them with free chicken. These pranks were recorded into videos released online, prodding conversations aplenty.
Results
- Top of mind with Malays increased by 13%.
- Brand share grew +18%, higher than our strongest competitor.
- TV content reached 5.6 million Malays, with average 11 million reach weekly on social.
- Our parody videos were viewed over 1.6 million times, with average view rates 5.3x higher than benchmarks!