Iftar O'clock
10. Media Kancils [10.10 Best use of Cultural Insights in Media]
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Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
Ramadan revolves around one important moment every day: Iftar.
Because breaking fast happens at a precise time that changes slightly by location and throughout the month, Malaysians actively check Iftar timings daily. So for those still commuting, working late or caught away from home, that moment can happen anywhere.
Yet despite having more than 2,400 outlets nationwide, 7-Eleven had no presence during Ramadan. Iftar belonged to bazaars, homes and restaurants. Not convenience stores.
That presented a clear disconnect. 7-Eleven already offered what people needed in those moments: quick, accessible food, almost everywhere. But the brand wasn’t part of this cultural behaviour.
As a brand built on convenience, 7-Eleven had an opportunity to become genuinely useful during Ramadan by helping Malaysians on the peninsular know exactly when it was time to break fast, wherever they were.
Solution:
Rather than interrupting Ramadan with another ad, 7-Eleven found a way to become part of the season.
By transforming digital billboards near 7-Eleven stores into real-time Iftar clocks, Malaysians got the information they were already looking for, exactly when and where they needed it.
With Iftar timings varying by location and shifting throughout Ramadan, every placement was updated using official government sources to ensure accuracy and local relevance.
By turning conventional outdoor ad spaces into a public utility, 7-Eleven made its promise of convenience meaningful during Ramadan. What was once just another billboard became part of a daily ritual, connecting a culturally significant moment with the brand's nationwide accessibility.
Instead of asking Malaysians to pay attention to 7-Eleven, 7-Eleven paid attention to what Malaysians needed.
