Iftar O'clock
11. Social & Creator Kancils [11.9 Best use of Real-time Response]
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Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
During Ramadan, Malaysians check their local iftar time every day. But the exact time changes by location and shifts throughout the month, making it a constantly evolving piece of information people actively seek and share.
For 7-Eleven, this created a real-time opportunity. Rather than adding another generic Ramadan post to the feed, could the brand respond to something Malaysians were already checking daily and make itself useful at the exact moment it mattered?
Solution:
7-Eleven became the nation's responsive iftar clock. Using official JAKIM timings, we transformed the brand’s logo into 7-Twenty, 7-Twenty Seven and more, refreshing social content throughout Ramadan to reflect changing iftar times for different states.
By responding to a live cultural need with timely, localised updates, 7-Eleven became part of the daily Ramadan conversation rather than simply advertising around it.
