Nikmat Raya Bersama (Shared Raya Joy)

Agency

Leo Burnett Kuala Lumpur

Client

Maxis

Product/Service

Maxis

Brief

The Malaysian Hari Raya (Eid) festival is a peak advertising season for many brands. Instead of another big brand ad, we wanted to meaningfully impact the community.

We spotted an opportunity to help with small local traders, who often rely on major festivals like Eid for their livelihood. However, the pandemic led to over 70% of small businesses to lose at least half of their income (Malay Mail, 2020). Going digital wasn’t a problem. Once they did, they’d have to compete with countless listings – over 180 million on Shopee alone (CED, 2018) – as well as ads, especially during this peak shopping season.

Instead of promoting our telco, could we use our “big brand” digital ad arsenal during this “ad superbowl” to help local traders to get noticed?

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