Creative Brief:
Background
KFC is a Malaysian institution, leading the fast-food market since late 1970’s. In fact many in Malaysia think of KFC as a local brand and not one from Kentucky. Since it’s launch the brand has always enjoyed a youthful and forward-looking reputation. But in recent times, with the aggressive approach of younger, urban, seemingly more exciting competitors, KFC is losing its young consumers.
Issues
1. KFC is a boring and ‘family-type’ brand.
Young people still go to KFC or do a take- away to satisfy their fried chicken craving; but most don’t think of KFC as a place to hangout. In fact sitting and eating at KFC is seen as being infra-dig.
2. KFC is no longer the ‘first’ fast food brand for young consumers.
KFC has built its reputation on fried chicken. But that’s a Malaysian staple, widely available at ‘mamaks’ (local eateries) and often part of ‘nasi lemak’. It is getting increasingly difficult to fight burgers, pizzas, grilled chicken and the like.
3. Aggressive McDonalds is making the right noises.
They have a knack for associating themselves with pop-culture; whether FIFA/Olympic sponsorships, Coca-Cola/Hello Kitty premiums, or blockbuster movie sponsorships. KFC’s efforts are going largely unnoticed.
Task
Create a campaign that will inspire the young to hangout at KFC.
Team
Herne Gan / Kevin Low / Ellaine Chin / Joshua Lim / Su Hwa
Herne Gan / Kevin Low / Ellaine Chin / Joshua Lim / Su Hwa
Award
Finalist Merit
Finalist Merit
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T H A N K Y O U
