Most YouTube ads are just adaptations of film commercials. Content that millennials can’t wait to click after the 5-second countdown. We decided to add highly-targeted context, by creating a Hot & Cheezy burger who flirted with the viewers, spouting pickup lines based on what the audience was searching for on YouTube.

Also. Malaysia is still a very TV-centric nation. Most made-for-tv commercials have already been seen by the audience, so adapting it into YouTube will just encourage them to skip the moment the 5-second counter goes down.

Using data supplied by google, we curated and shortlisted the top trending videos in Malaysia on YouTube weekly. Over 100 tailor-made pre-rolls were shot within a month, often based on fresh data from the day before.

We also optimized the media investment based on data we got on how consumers responded to the pre-rolls, removing ones that had low completion rates.

Media investment was optimised based on how consumers responded to the pre-rolls, removing ones that had low completion rates. We also released this campaign as a series of contextual digital banners.

We also created a profile for our burger on Tinder (dating application popular amongst millennials). Hot and Cheezy attracted attention by calling out to users to 'swipe me right' with its infamous cheesy lines. Matches on Tinder led to a 'date' at popular malls around town, where big interactive screens allowed the public to chat live.

Using data supplied by Google, we curated and shortlisted the top trending videos in Malaysia on YouTube weekly. Over 100 tailor-made pre-rolls were shot within a month, often based on fresh data from the day before.

We also optimized the media investment based on data we got on how consumers responded to the pre-rolls, removing ones that had low completion rates.

Media investment was optimized based on how consumers responded to the pre-rolls, removing ones that had low completion rates. We also released this campaign as a series of contextual digital banners.

We also created a profile for our burger on Tinder (dating application popular amongst millennials). Hot and Cheezy attracted attention by calling out to users to 'swipe me right' with its infamous cheesy lines. Matches on Tinder led to a 'date' at popular malls around town, where big interactive screens allowed the public to chat live.

Most pre-rolls are just adaptations of TV commercials.

While made-for-YouTube preroll films are a little better, we wanted to push the boundaries by applying a little storytelling into the analytics that we had of our audience.

This idea combined data and storytelling to transform the pre-roll format into one that understands the consumer and speaks to them individually.

We needed content that’s as varied and as entertaining as the YouTube content our audiences watch. So we created a character called Hot & Cheezy, a burger who flirted with Malaysians based on the exact video they were watching.

If you were watching news about Malaysian politics (a popular topic), for sure Hot & Cheezy burger would ask you to be his Minister of Home Affairs.

If you were watching a replay of the online game DOTA 2, he would ask if you were Necrophos (a character in the game) because you were a heart stopper.

KFC wanted to launch the Hot & Cheezy Burger.

Problem was, when it comes to burgers, McDonald's is the top choice for millennials. They wouldn't even dream of stepping into KFC, only families and people who love fried chicken go to KFC.