Kuala Lumpur, Malaysia –Reprise Digital and Universal McCann (UM), both agencies under the IPG Mediabrands network, have created a fun and innovative campaign to promote KFC’s latest plate combinations.
The ‘Ayam Everywhere’ campaign features ‘Mat Ayam Free’, a fictional Instagram persona who loves KFC, and cheekily hijacks photos of key local influencers. Mat Ayam Free has so far appeared in photos alongside KOLs like Scha Alyahya, Zizan Razak, Syafiq Kyle, Ridduan Ttfga Ismail, Joe Flizzow, Mira Filzah and Hael Husaini, and whether he’s taking a romantic beachside stroll, or striking an ultra-cool pose, he’s always seen holding his precious piece of KFC chicken.
Stanley Clement, Managing Director of Reprise said, “The team was looking for a fun approach to match the fantastic promotion KFC was running in store, and the angle of a hijack campaign via a persona was a cool way to get the message out. The team conceptualised, shot and produced it in an extremely short space of time, but have really managed to inject a fun and quirky feel to the character of Mat Ayam Free. The editing team has done a brilliant job as he seems to blend into each photo, as though he were actually posing with each of these local celebrities.”
Chief Marketing Officer for KFC, Angelina Villanueva comments, “By leveraging the power of Instagram, we are able to capture the attention of the younger set who are hard to engage. The Reprise, UM and KFC team were quick to come up with a campaign that is unique, humorous and attention-grabbing. Creatively repurposing the photos of famous local entrepreneurs and entertainers, they have made this character lovable, and in turn KFC.”
Mat Ayam Free has also been spotted at various events and shows including ‘Bintang Bersama Bintang’ a local variety show on TV3, where he photo bombed the live telecast with the message ‘Aku dapat ayam free kat Kepci’ (I got free chicken at KFC).
“In a way, Mat Ayam Free is relatable to every Malaysian who loves chicken, a good deal and striking an Insta-worthy pose,” adds Stanley.
The campaign was launched on the 14th of March with the hashtag #AyamEverywhere, and will run for ten days.
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About IPG Mediabrands:
IPG Mediabrands was founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today, we manage over $39 billion in marketing investment on behalf of our clients, employing over 10,500 marketing communication specialists in more than 130 countries.
IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. Our speed, agility and data smarts ensure we continue to create growth for many of the world’s biggest brands. IPG Mediabrands’ network of agencies includes UM, Initiative, BPN as well specialty business units including Cadreon, Healix, Identity, the IPG Media Lab, MAGNA, Mediabrands Insights, Orion, Rapport and Reprise.
