Leo Burnett Kuala Lumpur
Maxis
Maxis
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?
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
Executive Creative Director: Emir Shafri
Senior Creative Director: Walter Teoh
Creative Group Heads: Eelyn Ng, Chan Sze Mei
Digital Creative Lead: Benjamin Encarnacion
Art Directors: Tatt Ho Chow, Walter Teoh
Designer: Win Shin Liew, Sabrina Bien
Copywriters: Aiman Lut Azmi, Eelyn Ng, Emir Shafri
AV Producer: Phoenix Tham, Jesse Tan
Client Partner: Munas Van Boonstra
Project Lead: Michelle Chang
Account Director: Vinz Low
Senior Account Exec: Joyce Tee
Account Executive: Lee Ho Yann
Social Media Managers: Lance Cheong, Lesley Lim
Media: Publicis Media
Media Planning Manager: Shin Wen Wong
Senior Media Planner: Lili Lim
Senior Digital Manager: Sam Chew
SEM Manager: Thaventira Siva
Production House: Reservoir World
Film Director: Ismail Kamarul
Executive Producer: Sabrina Wong
DOP: Eric Yeong
