Raya Si Sakan

Agency

Leo Burnett Kuala Lumpur

Client

Maxis

Product/Service

Maxis

Brief

For pandemic-hit Malaysian small traders, going digital wasn’t a problem. Once they did, they’d have to compete with countless listings and ads, especially during the peak Raya (Eid) shopping and advertising season.

Eid is a time for big brands to do big ads for themselves. Instead, Malaysian telco Maxis used our “big brand” digital ad arsenal during this “ad superbowl” to help local traders, especially those who rely on festivals like Eid for their livelihood, to get noticed.

Note to judges: We’ve submitted both the campaign as well as the film itself. This entry focuses on the film.

Solution

We partnered with Malaysia’s largest e-commerce platform Shopee to help get traditional traders listed. We then featured their real products on Malaysia’s first shoppable YouTube and social Eid film starring local veteran actor Aziz M Osman, which viewers can buy with a tap.

We then empowered these local traders further with the rest of the digital ad arsenal usually reserved for brands with big wallets: influencers sold traders’ products; display, social and competitive search ads drove shoppers to local business alternatives to Eid purchases; and retargeting ads made sure they completed the purchase. All so these small traders too could share in the festival’s blessings during these tough times.

The campaign was a huge success for Malaysian local traders: they were able to share in the RM4.1 million in media value it generated, ultimately driving RM1.8 million sales in 2 weeks. Some local businesses even saw a 10x uplift in their average daily orders.

This was also Maxi