KFC for its new Hot & Cheesy burger in Malaysia has launched a series of “micro videos”.
These videos are created on a weekly basis using insights gleaned from real-time viewing behaviors and distributed to viewers across 10 verticals by Ensemble, the content and creative arm of IPG Mediabrands, in partnership with Google.
Every week new videos are added as per viewing trends. One hundred programmatic videos will be developed by Ensemble throughout the course of the campaign, which will feature as pre-roll ads targeting users based on their search results on YouTube.
This campaign is now live and runs up until 25 December.
Built for the “skip generation”, the short and snappy ads are filled with wry, cheesy humour that drive home the message about the newly-launched burger in a whimsical way.
The videos, each of 15 seconds or less duration were created to mirror the top 25 trending videos across leading 10 categories viewed on YouTube. Adele’s Hello, Malaysia’s top badminton player Lee Chong Wei playing against defending champion Chen Long from China, popular dialogues by Southern Indian star Rajinikanth, and cute cat video are just some of the trending content that inspired the micro videos.
Apart from these 100 programmatically distributed videos, the campaign will also tap into other interesting executions such as an interactive billboard featuring the “cheesy” burger that talks to passers-by; a cheeky Tinder profile and multiple YouTube mastheads that targets users based on their browsing behavior.
Watch the pre roll ad videos here:
“Data is a great source of consumer insight. It informs our intuition and helps us create beautiful stories,” Amit Sutha, managing director of Ensemble, said. “In this instance programmatic technology was the bridge between creativity and analytics, allowing us to create, deploy and improve on the fly.”
Angelina Villanueva, chief marketing officer of KFC Malaysia said: “The Hot & Cheesy burger was designed keeping in mind changing consumer food trends. Just like food, consumers’ content consumption habits are changing too and our content marketing strategy has to morph to keep up with that change. This campaign does just that.”
Prashant Kumar, president of IPG Mediabrands, World Markets Asia, said: "Programmatic content sits at the soul of Agency of the Future. Ensemble was conceived to bring data-fuelled content and creative services to our clients, and this campaign is a good example of that."
- ECD – Woei Hern Chan, Mun Tuk Wai
- Art – Norman Tang, Yves Wan
- Copy – RuZen Chung
- Production – Loreen Lim
- Strategy – Rina Low
- Technologist – Marlo Ongpin
- Media – Laura Ajong, Yee Wen
- Vice President, Ensemble - Sean Wong
- Social Media - Wong Nwan Jeng
- Social Media - Aisha Tan
- Production house – Effecthory