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KFC to create 100 short-form videos in programmatic campaign to reach Malaysia’s ‘skip generation’

KFC Malaysia creative workKFC has launched a programmatic campaign for the Malaysian market that involves 100 pieces of short-form video inspired by the most popular films on YouTube.

Devised by IPG Mediabrands in-house creative agency Ensemble, data was taken from 10 different categories on YouTube to develop pre-roll ads that will target users based on their search results, before they land on the video.

New videos featuring a cartoon character of KFC’s Hot & Cheesy burger are to be developed every week according to viewer trends. The campaign is to run until Christmas.

The new song from Adele, Hello, Malaysia’s top badminton player Lee Chong Wei, and cute cat videos were among the trending content that informed the initial video creative, which is aimed to appeal to Malaysia’s ‘skip generation’. One execution suggests why the viewer is like a kitten.

In another of the videos, to run before sports content, the burger explains why it can’t play badminton with the viewer.

As well as the videos, programmatic masthead banner ads are to run with similarly “cheesy” jokes. Here is an example of a banner that is running on YouTube.

Hey good looking banner

Slightly different versions have been produced for mobile devices.

Mobile ads

The campaign also involves a “cheesy” profile on dating app Tinder.

Hot and cheesy Tinder profile

The campaign also involves an interactive billboard featuring the “cheesy” burger that talks to passers-by, and a series of Facebook posts.

KFC Malaysia Facebook post

Amit Sutha, MD of Ensemble, said: “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.”

Two ECDs worked on the campaign, including Woei Hern Chan, who wrote in a recent opinion piece on Mumbrella that Ensemble is more like a newsroom that a creative agency.

Credits:

  • 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
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