Iftar O'clock
10. Media Kancils [10.6 Best use of digital platforms]
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Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
During Ramadan, millions of Malaysians check their local iftar time every day. But the time changes by location and shifts throughout the month, making it a constantly changing piece of information people rely on.
7-Eleven had little relevance during iftar, with the occasion more closely associated to bazaars, home-cooked meals and buffets. The opportunity was to use digital platforms for more than reach. Could 7-Eleven turn them into a useful, location-sensitive way to deliver the exact information Malaysians were already looking for?
Solution:
So 7-Eleven became the time of iftar. Using official JAKIM timings, we created location-specific versions of the 7-Eleven logo that changed throughout Ramadan. DOOHs displayed the local iftar time along commuter routes, while social content used digitally altered photos of real 7-Eleven storefronts across Malaysia to match each location.
Instead of using digital simply to distribute a campaign, 7-Eleven used it to deliver timely, localised information at scale making the platforms themselves part of the utility.
