As Kuala Lumpur’s urban heartbeat resonated with the hum of bustling activity, multinational e-commerce titan, Shopee, unveiled a groundbreaking three-day 3D billboard runway show. Positioned strategically before the iconic KLCC Twin Towers along Jalan Ampang, this innovative billboard became the talk of the town.
Mystery Behind ‘Siapa Mereka?’
The billboard bore the intriguing phrase ‘Siapa Mereka?’, or ‘Who are they?’. It showcased four enigmatic figures, reminiscent of dolls, posed within oversized orange boxes, spelling out the numbers “11.11.” Their identities were concealed in artful shadows, sparking curiosity among onlookers.
Targeted Placement for Maximum Impact
The location was no mere coincidence. Being a prime fashion and beauty shopping locale, it drew the exact demographic Shopee sought. As anticipation built, the involvement of popular Malaysian girl group ‘Dolla’ became evident, underlining their collaboration with Shopee as brand ambassadors and key players in Shopee’s live-stream promotions.
Grand Reveal with a Splash of Style
Following the suspense-filled teaser, a climactic revelation took place. The members of Dolla gracefully emerged from their mysterious boxes, transitioning onto a chic runway donning fashionable orange-hued attires. As they showcased their talent, the runway buzzed with floating fashion accessories and real-time discount vouchers, underscoring Shopee’s grand sale event.
Engaging the Tech-Savvy Audience
A prominently displayed QR code ensured a seamless blend of offline and online worlds. Scanning it redirected intrigued individuals straight to Shopee Live, offering them a chance to snag enticing vouchers.
The Vision Behind the Spectacle
Kenneth Soh, the lead of marketing operations at Shopee Malaysia, shed light on this grand endeavor. “Our vision was to craft an unprecedented experience for both Dolla’s fervent followers and Shopee’s vast user base. The challenge is always to innovate and captivate, and this campaign was no different,” stated Soh.
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He praised the collective efforts that led to this campaign’s fruition, especially lauding the synchrony of diverse teams within Shopee. Furthermore, he accentuated the escalating engagement observed in Shopee Live’s fashion and beauty sectors.
“Dolla’s influential voice has amplified our reach, ushering a surge in Shopee Live’s traffic. Witnessing them redefine their image in such an empowering manner for our 11.11 event has been both exhilarating and heartening,” Soh added, envisioning a lasting imprint of this campaign on fans and users alike.
