Iftar O'clock
6. Digital Experience Kancils [6.14 Creative Effectiveness: Digital Experience]
×
![]()
case board
×
![]()
case film
×
![]()
Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
Ramadan revolves around one highly anticipated daily moment: Iftar, the precise time Muslims break their fast.
Iftar timings vary by location and shift throughout the month, checking the time is a daily ritual for millions of Malaysians. Whether on their phones or during their commute, knowing exactly when to break fast is essential.
Yet despite having over 2,400 outlets nationwide, 7-Eleven had little relevance during Ramadan, with Iftar traditionally associated with bazaars, home-cooked meals and buffets. For a brand built on convenience, the challenge was to become part of this cultural moment in a meaningful way.
The opportunity lay in an existing behaviour: Malaysians were already checking Iftar timings every day. Could 7-Eleven use digital platforms to deliver this information in a timely, localised and meaningful way, turning a daily necessity into a reason to engage with the brand?
Solution:
So 7-Eleven turned into the time Malaysians were waiting for. By transforming its iconic logo into an Iftar clock, 7-Eleven became 7-Twenty Six, 7-Thirty and more, reflecting local breaking fast times throughout Ramadan.
Using verified JAKIM timings, the campaign delivered location-specific updates across digital billboards along busy commuter routes and social media, mirroring how Malaysians already checked the time. On billboards, the 7-Eleven logo itself was transformed into real-time Iftar clocks. On social, the brand used real Google images of 7-Eleven stores across Peninsular Malaysia, digitally updating each store’s signage to display local Iftar times. The execution required frequent updates and precise localisation to ensure accuracy and relevance.
By becoming part of a daily cultural ritual, 7-Eleven turned digital ad spaces into a useful tool, achieving a 114% YOY increase in Ramadan promo meal sales.
