TCRS Flavours That Make You HOT-AH
2. Audio Kancils [2.5 Best use of Cultural Insights in Audio]
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Links:
Product/Service:
AYAM HOT-AH
Client:
The Chicken Rice Shop
Brief:
During Chinese New Year, The Chicken Rice Shop launched a new limited-time Chinese-inspired dish. They aim to increase footfall and get more customers to dine-in at their outlets.We needed to come out with a campaign that focuses on the festive season while creating buzz and talkability that resonates with the audiences.
Solution:
During Chinese New Year, it is a time when we hear common blessings such as ONG AH, HUAT AH, HENG AH being thrown out and about. But it is just not enough to SAY it, one has to FEEL it. So, to celebrate Chinese New Year, we named the dish Ayam HOT-AH (HOT-AH Chicken), playing on the wordplay 'HUAT AH', which means to prosper.Seasoned with mapo tofu and chillies, this spicy chicken dish will surely make the audience go HOT-AH during the festive season.We introduced our radio jingle by spoofing typical Chinese New Year music videos, where we hear backup singers shouting HOT-AH, HOT-AH, HOT-AH.
