Llama Tak Jumpa

Agency

TBWA Kuala Lumpur

Client

Ikano Handel Sdn Bhd

Product/Service

Shopping / Retail

Brief

Ikano Shopping Centres suffered greatly during the pandemic. Footfall was down by 40%. The brief to us was to pull in the crowd for the November Sale period, and compete against e-Commerce platforms who were offering amazing discounts during 11.11.

Solution

The idea was to create an emotional connection to remind people of all the things they missed when shopping in-store, and the feels that they can’t get online. We created a band of soft, comforting llama-influencers, to cut through racial and social barriers. The illustration gave off a friendly, comforting, and safe vibe… so that people will feel comfortable coming back in store. The message? #LlamaTakJumpa - a phrase that Malaysians often say to one another, after having not met for a long while (long time, no see).

The hero of this campaign is a short, quirky music video, with a song that reminded Malaysians of the happy moments and experiences at the centres, with a CTA asking them to drop by the nearest Ikano Shopping Centre. We also had short ASMR videos inviting them to express their longing, and strategic GRAB targeting to drive people over.

Overall visitation increased by +7% in Nov’ 21 vs Oct’ 21.