S.K. Wong/KFC Holdings BHD/Vice President MarketingLawrence Ding/KFC Holdings BHD/Group Marketing Manager a. To introduce a new Variant of KFC Original Recipe Chicken called Crispier O.R. which is identical in taste and looks to Original Recipeb. Tactically counter the launch of McDonald’s New Chicken McCrispy in Malaysia and protect against any loss in usage and visits without incurring a substantial media investmentc. Stimulate customer trial at point of purchase a. To create a low cost and intrusive media vehicle at all Purchase Points in KFC Restaurants across Malaysia b. Coinciding with the Launch of New Crispier O.R. Chicken, the agencies developed the “New Crispier Original Recipe Chicken Mat” to be placed strategically in front of each cash register in KFC Restaurants and taped to the floorc. This mat is constructed with empty plastic mineral bottles being taped together and wrapped in a tough-wearing PVC coverd. When stepped upon, one hears crunchy sounds emanating from the empty mineral water bottlese. Upon presentation, client ordered 1000 pieces of the Interactive Mats ot be positioned in key stores around Malaysia a. Firstly a media analysis in terms of all available media space available including traditional media buys in Above-the-Line advertising media, as well as possible OOH ideas and Presence Marketing related media options around the area of KFC Restaurants. This analysis led to an overall team conclusion that the best media recommendation should be in-store with a ready made captive target audience and a reach/frequency build that actually corresponds to actual customer usage of KFC chicken productsb. Briefing the creative team on the intrusive nature of the proposed medium as well as sharing case studies of international interactive mechanismsc. Presentation to client of the above-mentioned media analysis and working together with the creative agency to sell in the “New Crispier O.R. Chicken” Interactive Mat to the local client, KFC Malaysia a. POSM is an oft-overlooked area of creativity. The traditional approach applied by clients, especially those in the Quick Service Category, will tend to approach this area with great caution and conservation. Materials that are produced tend to feature huge product shots as well as a hard-hitting “Buy Now!” copy direction. Even the choice of POSM material is a predictable one, with posters, hanging mobiles, flag lines and cash register toppers being the most obvious choices. The “New Crispier O.R. Chicken Interactive Mat” is a unique and compelling POSM medium within the context of a mediocre and predictable POSM environment.b. Clients, especially Chinese and Asian clients, have a strong aversion towards having customers step on their product name or representation as well as their brand logo and typeface. Being inherently superstitious as well as the strong “feng shui” influence in their culture, it is extremely difficult to sell in ideas that are floor based, even though they might appreciate the impact of the proposed idea.c. The Relevance of the media and creative idea towards the client’s brief made the sell possible. The “crunchy” sounds emanating from the Interactive Mat is the final tilt towards the ultimate consumer decision to purchase New Crispier O.R. Chicken.

a. Firstly a media analysis in terms of all available media space available including traditional media buys in Above-the-Line advertising media, as well as possible OOH ideas and Presence Marketing related media options around the area of KFC Restaurants. This analysis led to an overall team conclusion that the best media recommendation should be in-store with a ready made captive target audience and a reach/frequency build that actually corresponds to actual customer usage of KFC chicken productsb. Briefing the creative team on the intrusive nature of the proposed medium as well as sharing case studies of international interactive mechanismsc. Presentation to client of the above-mentioned media analysis and working together with the creative agency to sell in the “New Crispier O.R. Chicken” Interactive Mat to the local client, KFC Malaysia