KFC and Naga DDB Tribal Malaysia hijacks JPJ’s KFC car plate bidding with an original Finger Lickin’ Good Plate
On the 13th of February 2021, Kedah road transportation department (JPJ) announced that KFC car registration plates were up for bids. The minimum bid for some of the more sought-after numbers, KFC 50, KFC 8 and KFC 9999, was RM20,000.
To be relevant and continue building affinity with people, KFC decided to take advantage of this viral news and give people what they crave for by putting an original KFC plate up for auction – a dining plate.
Together with creative agency, Naga DDB Tribal Malaysia, a one of a kind KFC plate was designed. It had the number KFC 11 on it to represent the brand’s iconic 11 secret herbs and spices. The tender for the one and only KFC original plate started at 11am and ended at 11pm on the 25th of February, and the starting bid was RM11. The auction took place on Facebook to make it accessible to everyone. Jerry Ng won the unique plate with a winning bid of RM211. All proceeds were donated to AddHope, a world hunger relief organisation.
“When the team came to us with the idea, we knew we had to do it. Jumping on this topical news was a rare opportunity for KFC to show off its brand personality by connecting with Malaysians in a lighthearted and fun way,” explain Suryadipura Salleh, Jeremy Yeoh and Rachel Hoo, Creative Directors of Naga DDB Tribal.
With this hijack campaign, KFC managed to get Malaysians laughing and drooling over their Finger Lickin’ Good plate.
Chief Creative Officer: Alvin Teoh
Creative Director: Jeremy Yeoh, Suryadipura Salleh, Rachel Hoo
Creative Group Head: Candice Chhoa
Senior Art Director: Bobby Lai
BM Copywriter: Zhafirry Fenner Zakaria
Senior Account Director: RZ Chew
Associate Account Director: Brian Khoo
Project Manager: Victoria Lim