Iftar O'clock
6. Digital Experience Kancils [6.4 Data-enhanced creativity]
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case board
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Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
Ramadan revolves around one highly anticipated daily moment: Iftar, the exact time Muslims break their fast. But that time isn’t fixed. It changes by location and shifts throughout the month, making checking local Iftar timings a daily ritual for millions of Malaysians.
Yet despite having over 2,400 outlets nationwide, 7-Eleven had little relevance in this moment, with Iftar more closely associated with bazaars, home-cooked meals and buffets. The opportunity was hidden in the data Malaysians were already relying on every day: local Iftar timings.
Could 7-Eleven use that constantly changing information to transform a static brand asset into something useful, relevant and specific to where Malaysians were?
Solution:
7-Eleven turned its logo into the time Malaysians were waiting for.
Using verified JAKIM Iftar timings, we mapped breaking-fast times to specific locations across Malaysia. As timings differed by area and shifted throughout Ramadan, each execution was updated to reflect the correct local time.
7-Eleven became 7-Twenty Six, 7-Thirty and more.
On digital billboards, location-specific creative displayed the relevant Iftar time along commuter routes. On social, real images of 7-Eleven stores were digitally altered so each store sign reflected its local timing. The team manually updated and published each execution according to the relevant location and date.
By turning changing local data into changing brand content, 7-Eleven made its identity useful at precisely the moment Malaysians needed it.
