Viewers respond to feel-good zeitgeist of 'KFC moment'

Fastfood brands and telcos have once again proved their dominance in the market by scooping the majority of the top 10 places in the August Adwatch chart for Malaysia. Category leader KFC took the top spot with a recall rate of 90 per cent with Pizza Hut coming in second with 89 per cent. The 'What's your KFC moment?' TV spot features people from different walks of life enjoying different KFC moments with friends and family. The campaign launched on August 11 and will run until next year.

"The concept was derived from the insight that in today's hectic lifestyle we don't have enough time to bond with family and friends," said Sharon Rodrigues, BBDO's associate account director. "This is where KFC fulfills the unmet needs of consumers, who look forward to spending quality time with families and friends."

Malaysia's national petroleum company, Petronas, has remained in third place since the last survey in June, but this time for its annual Malaysian independence day, or Merdeka Day, campaign, which ran for one month. The 60-second vignette entitled 'Stepping stones' and subsequent TVC were created to mark the festival and aimed to evoke a spirit of patriotism. Set in the 1950s, the storyline centered around a disabled boy who faces life's challenges with a smile until his old age.

"The lead talent is a real life amputee, adding to the film an invaluable touch of realism to the message that Petronas wanted to portray," said Eugene Yong, brand executive at Leo Burnett Malaysia, which handles the Petronas account.

The only newcomer to the August chart was tea brand Lipton Yellow Label in 20th position.