Client: KFC Malaysia
Agency: IPG Mediabrands' Ensemble
Name of campaign: 'Hot & cheezy'
Campaign scope: 100 short, programmatically delivered preroll ads, plus online banners, YouTube mastheads, a Tinder profile, Facebook ads and a talking billboard
Details: In partnership with Google, the agency is creating new videos 'built for the skip generation' on a weekly basis based on real-time viewing behaviours. Specifically, the videos mirror the top 25 trending videos across 10 categories viewed on YouTube. Examples include Adele’s Hello, Malaysia’s top badminton player Lee Chong Wei playing against defending champion Chen Long from China, popular dialogues by Southern Indian star Rajinikanth, and the inevitable cat videos. In all, the campaign will end up creating 100 videos through 25 December.
In addition, the campaign will include a talking billboard featuring the “cheezy” burger, a cheeky Tinder profile and multiple YouTube mastheads that target users based on browsing behaviour. (See below for more videos and images from the campaign.)
Amit Sutha, managing director, Ensemble
Data is a great source of consumer insight. It informs our intuition and helps us create beautiful stories. In this instance programmatic technology was the bridge between creativity and analytics, allowing us to create, deploy and improve on the fly.
Angelina Villanueva, chief marketing officer, KFC Malaysia:
The Hot & Cheesy burger was designed keeping in mind changing consumer food trends. Just like food, consumers’ content consumption habits are changing too and our content marketing strategy has to morph to keep up with that change. This campaign does just that.
Campaign Asia Pacific's comments: We've heard many industry leaders intone at various conferences that brands must get beyond shoving their 60-second TV ads into preroll spots, but we've seen precious few examples of that actually happening. The creators of this campaign have not only thought about how to make short, tolerable preroll videos but also how to to use data and programmatic tools to tune their creative output and deliver the results to the right audience.
And sure, the burger's come-ons may make you cringe. But admit it, after seeing one or two, you'd at least consider giving future examples 15 seconds just to see how cheezy they can possibly be.
ECD: Woei Hern Chan, Mun Tuk Wai
Art: Norman Tang, Yves Wan
Copy: RuZen Chung
Production: Loreen Lim
Strategy: Rina Low
Technologist: Marlo Ongpin
Media: Laura Ajong, Yee Wen
Vice President, Ensemble: Sean Wong
Social Media: Wong Nwan Jeng
Social Media: Aisha Tan
Production house: Effecthory