Kicking was the right idea, because their defensive systems generally contained the Chiefs counterattack, when they weren't also just kicking it back.
The problem: really poor execution. Some of the kicks went high when they should have gone long, and vice-versa. There were more opportunities for a 50/22 with Tupaea on the wing, who is usually a centre and occasionally out of place.
Not that the Reds set piece was clicking enough to take advantage of that. Chiefs tight five over powered them.
Additionally, the Chiefs were trundling along in third gear most of the game, probing for weaknesses. Suddenly they'd accelerate into rucks and speed things up, and that's when the trouble started.