KFC Zinger Double Down: Be Good

BRONZE Best use of online advertising
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Agency

Naga DDB Sdn Bhd

Client

KFC Malaysia

Product/Service

KFC Zinger Double Down

Brief

KFC Malaysia needs to launch their most sinful burger, KFC Zinger Double Down. It’s meat on meat on meat. However, healthy living has never been more popular in Malaysia. How can we make an indulgent burger like KFC Zinger Double Down appealing when healthy living is on the rise?

Solution

We did what no fast food brand has dared to in the region. KFC encouraged people to exercise and eat healthy. We targeted those who subscribe to healthy living and turned our ads into motivation to cheer them on. We hijacked top trending searches of exercise and clean eating through Search Engine Marketing (SEM). Our GDN banners also appeared strategically on websites they visit. We even aired contextual audio ads that played on national radio and specific Spotify playlists like Fitness Enthusiasts, Runners and Health Living. Then we launched pre-rolls and a series of relatable webfilms on social media. All our communications reminded them to be good, so that they can have the ultimate reward - the KFC Zinger Double Down. Health trends are good. We just gave it purpose.

Credit

NAGA DDB TRIBAL

Chief Creative Officer: Alvin Teoh
Executive Creative Director: Paul Lim
Creative Director: Suryadipura Salleh, Jeremy Yeoh
Creative Group Head: Rachel Hoo
Senior Copywriter: Candice Chhoa
BM Copywriter: Zhafirry Fenner Zakaria
Chinese Copywriter: Ng Ka Chi
Art Director: France Chai
Head of AV: Sharon de Silva
Senior AV Producer: Venus Chen
Business Unit Head: Sharon Woodford
Account Director: RZ Chew
Senior Account Manager: Brian Khoo
Senior Account Executive: Tan Kel Vin

D1 PRODUCTION

Film Director: Dick Chua
Film producer: Jorene Chew
Director of Photography: Kenz Koh
Art Department: Eddy Sih
Food Stylist: Maria & Yin Ling
Posthouse: Asia-Pacific Videolab

GT RECORDS

Producer: Anand Shashidharan
Music Composer: Chin Jim Khim
Sound Engineer: Shaktyvel Neelamekan

FUSE ADVENTURES IN AUDIO

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