Tag: KFC Malaysia

Malaysia – Tasked with redefining KFC Malaysia’s brand proposition in conjunction with its 50th Anniversary in 2023, global brand and customer experience agency VMLY&R created ‘Kentucky Town’, an immersive experience for customers and fans of the restaurant chain. 

Located at the Sunway Pyramid blue concourse in Kuala Lumpur, Kentucky Town was open to the public from July 4 to July 10, 2023. In partnership with KFC, VMLY&R planned and executed on-ground activations and communications around the event.

The program also coincided with International Fried Chicken Day on July 6 and was planned in the run-up to International Friendship Day on July 30. The creation of ‘Kentucky Town’ will also be leading to a series of additional events expected through the rest of the year.

Kentucky Town featured a secret menu, which included items such as ‘ Savours Cracklin  Gold Crunch’, ‘Korean Cheesy paper wrap’, ‘Samyang Buldak Double Down’, and more. The brand also collaborated with Malaysia’s cartoonist legend Ujang, and Pestle and Mortar, a popular, hype Malaysia streetwear brand to produce a curated streetwear collection called ‘Aku Budak Kepci’.

Using VMLY&R’s proprietary Intel Lab to gather data on KFC Malaysia’s next generation of consumers, the agency focused on Gen Z’s values of seeking genuine connections and trendy experiences that allow them to feel part of the group.  Based on this, the program featured activities such as an AR friendship tunnel, a virtual friendship mirror, a friendship tub photo space, and Kentucky Town Cooks motion capture game. Friendship-themed games were also hosted for the duration of the event, and International Fried Chicken Day saw chicken giveaways.

Commenting on the event, Premnath Unnikrishnan, chief marketing officer of KFC Malaysia, said, “Unforgettable experiences are at the heart of Kentucky Town, with every aspect thoughtfully curated to leave a lasting impression on visitors. KFC aims to create an enduring memory that will entice them to return, time and again, for the exceptional dining experience the brand is known for.”

Meanwhile, Sean Lim, head of brand experiential and activation, VMLY&R Malaysia, commented, “We know that the youth need to experience and feel – to form a bond with the brand therefore we made their town, Kentucky Town a completely multi-sensorial activation, bringing many activities together for an ultimate experience. Super fresh, exciting work, and a fantastic collaboration with our client in bringing to life an end-to-end Brand and Customer Experience with youth at its heart!”

Kuala Lumpur, Malaysia – KFC Malaysia has announced its collaboration with three popular Malaysian NFT artists, a project that is inspired by the brand’s Original KFC Moments which will launch 11 unique NFTs. The NFTs were produced by artists Wilson Ng, Book of Lai, and Arif Rafhan Othman for Entropia, part of Accenture Song, in honour of KFC’s secret recipe.

April Toh, principal at Entropia, part of Accenture Song, said that it’s an exciting space for brands such as KFC to build loyalty and connect with consumers in new ways. 

“Our team’s first drop for the nation’s favourite fried chicken brand represents KFC’s stature among Malaysians, emphasising its original flavours and iconic moments, and we’re pleased with the results. This NFT collection has connected and resonated with fans; we look forward to exploring more in our future campaigns,” Toh said. 

NFTs have been rising in popularity as the digital world further realises web 3.0. NFTs represent ownership of unique cryptocurrency tokens and can be anything digital, including art, GIFs, music, video game goods, and even Elon Musk’s tweets. They are also not interchangeable with other items due to their unique properties.

Chan May Ling, CMO of KFC Malaysia, shared, “As an industry leader, KFC Malaysia always strives to be at the forefront of the latest in technology and innovation. Like NFTs, our brand is original, unique, distinct, and irreplaceable, thus, venturing into the world of these non-replicable digital assets is one of the great ways to further express our brand identity: ‘inspired by Malaysians, made by Malaysians for Malaysians’. And the Entropia team has been instrumental in our growth in this space. 

Ling added, “One of the biggest benefits is that the campaign also allows us to further champion local artists and original art, and relive those Finger-Lickin’ Good moments via their original NFTs – all created with fans in mind.”

Leading the campaign ideation and execution Zaheer Kaisar and Lim Min Tze, creative directors at Entropia, part of Accenture Song, commented, “NFTs offer brands a whole new world of creative possibilities. The challenge for KFC was to create something meaningful that could benefit both artists and fans. You’re not just asking people to watch your ad or click follow, or comment anymore, you’re asking them to fork out real money. In that way, NFTs are not mere marketing tools. They’re products. And that’s what makes them unique.

“Beyond that, our successful campaign concept hails from the relentless spirit, hunger to succeed and drive of a robust client-agency team from diverse backgrounds and talents,” They added.

Consumers and fans will be able to get their hands on KFC’s 8 NFTs on OpenSea – the world’s first and largest digital marketplace for buying, selling, trading, and discovering crypto-collectables and NFTs – from 10 May 2022 at 1 pm.

Meanwhile, consumers also stand a chance to win the remaining 3 NFTs by participating in a social contest on KFC’s Instagram page @kfcmalaysia. Holders of these NFTs will also get monthly perks on KFC Delivery until 01 June 2023.