Rhandell Rubio
May 26, 2011

KFC Singapore campaign ties in with Transformers sequel

SINGAPORE - KFC Singapore has rolled out a new multi-platform campaign as part of its tie-up with United International Pictures to promote the upcoming movie 'Transformers 3: Dark of the Moon' with its new KFC Boxmaster meals.

wide player in 16:9 format. Used on article page for Campaign.

Various platforms including a 20-second TVC, print and outdoor advertisements will be tapped in the new campaign developed by Grey Singapore. Diners will also be able to collect limited edition collectibles featuring Transformers characters.

The Boxmaster reflects the huge image of the Transformers robots, which KFC said was developed for chicken lovers with the desire for big bites and new taste experiences.

"With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the movie beyond the big screen and into our restaurants. The launch of 'Transformers 3: Dark of the Moon' is also a perfect platform for KFC to venture into the 'big eat portable' segment to satisfy the appetites of bigger eaters," explained Virginia Ng, marketing director of KFC Singapore. 

Michael Gian, CEO of KFC Singapore, pointed out, "'Transformers 3: Dark of the Moon' is one of the most highly anticipated movies of the year and KFC is very excited to be part of this action-packed movie which has proven popular among a huge audience in Singapore. This collaboration will allow us to reach out to the youth while building excitement for a major movie through the launch of a Transformers-themed menu item and collectibles."

Credits:

Campaign  KFC Boxmaster
Brief  Launch of an all-new KFC big-eat in conjunction of Transformers 3 movie release
Client  KFC Management Pte Ltd
Agency Grey Singapore
Creatives Ali Shabaz, Joseph Cheong, Ang Sheng Jin
Art  Susie Sun, Christopher Wong
Copy  Joseph Cheong
Strategy  Nisha Sivan
Account  Carryn Dawn Francis, Chrix Yong
Director  Yee Chang Kang (Shooting Gallery)

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