Campaign details

Brand: KFC
Brand owner: QSR Stores Sdn. Bhd.
Lead agency: Universal McCann, Ensemble Worldwide
Country: Malaysia
Industries: Restaurants & takeaways
Media channels: Content marketing, Livestreaming, Online video, Sales promotion, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Quick-service brand KFC was on the verge of losing relevance among young adults – an important segment for a family-oriented brand. So it decided to engage with them where they normally spend most of their time: Facebook. It launched Malaysia's first Facebook Live gameshow, co-created with millennials in mind. The gameshow was a huge success and KFC was seen as a fun brand once again.

Market background and cultural context

Young adults were not trying new products