Campaign details

Brand: KFC
Brand owner: QSR Stores Sdn Bhd
Lead agencies: Ensemble Worldwide, Universal McCann
Contributing agencies: Reprise Malaysia, Cadreon
Country: Malaysia
Industries: Restaurants & takeaways
Media channels: Mobile & apps, Online video, Programmatic display, Search marketing, Social media
Budget: Up to 500k

Executive summary

KFC wanted to relaunch its Golden Egg Crunch at Chinese New Year (CNY) 2018, but this was the season where TV ad frequencies are at their heaviest and most expensive. We needed a way to break through the commercial clutter. For product launches, frequency is key to capture attention that will, ultimately, drive sales.

So, we decided to use second-screen sync technology to hijack ads of brands that advertised heavily on TV during the CNY period, turning the entire ad break into one giant KFC commercial.

Market background and cultural context

Owning the festive conversation of Chinese New Year