Crab
9. Entertainment Kancils [9.1 Fiction & Non-fiction Film]
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creative assets
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Links:
https://www.youtube.com/watch?v=UdlBPx49wEU
Product/Service:
TikTok Shop
Client:
TikTok Shop
Brief:
Open any shopping app during a sale period and you’ll see the same ad: free shipping, up to XX% off, countdown clock, all a little louder every single time.
TikTok Shop was not going to win by being even louder. Luckily, people came to TikTok to be entertained, not sold to. Every platform claims the best discounts, so we skipped that fight and tried to make something people would choose to watch, with a reason to shop here built in.
Solution:
We wanted to start from a feeling everyone knows. Anyone who has shopped a sale with a full cart packed with discounts knows the feeling: nothing else exists when you’re bargain hunting.
Then we put something more urgent in the frame. anyway. She’d rather be shopping. That’s Jimat Gila.
We kept it simple. No thumping build up music, no cutaways, no dynamic reaction shots. The camera holds still, and so do the women. The acting alone carried the idea. We didn’t direct the reactions. We just created the space that allowed for them to happen naturally.
Turns out no reaction to a disaster is memorable. 3 in 4 surveyed TikTok Shop users remembered it. 68% linked the brand more strongly with bigger discounts. 65% now see TikTok Shop as more price-competitive.
