Iftar O'clock
11. Social & Creator Kancils [11.13 Creative Effectiveness: Media]
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Links:
Product/Service:
7-Eleven
Client:
7-Eleven
Brief:
In Malaysia, checking the exact time of iftar is a daily Ramadan ritual. But the timing varies by location and shifts throughout the month, making it something Malaysians repeatedly look up and talk about every day. Yet despite having over 2,400 outlets nationwide, 7-Eleven had little relevance in that conversation.
The goal was clear: use social media to make 7-Eleven more useful and more relevant during iftar, while reminding Malaysians that a convenient option was always nearby. Could the brand turn a behaviour people already repeated daily into social content they would notice, engage with and remember?
Solution:
Introducing Iftar O’Clock. Using official JAKIM timings, we transformed 7-Eleven into 7-Twenty Six, 7-Thirty and more, creating location-specific social content that changed throughout Ramadan.
Each post featured digitally altered images of real 7-Eleven storefronts, updated to reflect local iftar times. Instead of adding another festive ad to the feed, the brand became useful information people were already looking for.
The campaign generated 3M+ earned impressions and contributed to a 114% year-on-year increase in Ramadan promotional meal sales, proving social relevance could translate into real business impact.
