Ayam Goreng McD: Bukan Macam Biasa

8. Brand Experience & Activation Kancils [8.9 Best brand experience & activation-led integrated campaign]

Links:

https://www.youtube.com/watch?v=SjazZPQKDCI

Product/Service:

Ayam Goreng McD

Client:

Gerbang Alaf Restaurants Sdn Bhd

Brief:

In this year's Local Window, we highlighted our signature menu items that appeal to Malaysians: Ayam Goreng (Regular, Spicy, 3x Spicy) and Nasi Lemak Ayam Goreng. The task was single-minded: Ayam Goreng McD is already famous amongst Malaysians, but how do we get a bigger audience to make it even more viral, create more talkability, and get new audiences to enjoy the spiciness, crispiness, and juiciness of Ayam Goreng McD?With a clear common unifier, we highlighted the Ayam Goreng as the overarching campaign hero and brought attention to the different ways you can enjoy Ayam Goreng - on its own or with fragrant Nasi Lemak!

Solution:

Since its launch, our Ayam Goreng McD has become a signature menu item that is widely celebrated for its quality and taste. Not only does it offer an epic satisfying crunch, but it's also popular for its juicy, tender chicken, and perfectly balanced level of spiciness - there's nothing like it. Bukan Macam Biasa.We knew that Ayam Goreng is the true OG of Spicy, Juicy, and Crispy. So we staked our claim and kicked off a comeback, using a delightful blend of what worked '“ delectable shots of our Ayam Goreng, our head-turning vignettes of everyday Malaysians enjoying Ayam Goreng McD '“ and reaching out to our audiences in freshly-cooked ways. We launched with an updated version of our classic lead film with a nod to Gen-Z viewers and crafted enticing food social posts. Knowing the sensorial power of sound, we also inserted audio placements on Spotify and Astro Radio, and shook moviegoers with a larger-than-life Dolby 7.1 cinema surround sound ASMR ad placement, enticing them

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