Reprise Digital and Universal McCann Malaysia 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 commented, “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 Clement.