Kuala Lumpur, Malaysia – Multinational e-commerce platform Shopee has launched its unique three-day 3D billboard runway fashion show as part of its big sale shopping festival in Malaysia.
The 3D billboard, placed in front of KLCC Twin Towers on Jalan Ampang, was meant to tease the audiences for Shopee’s event partnership with Malaysian girl group ‘Dolla’.
With the big words, ‘Siapa Mereka?’ that translates to ‘Who are they?’, the billboard invites the audiences and passersby to guess the identities of four doll-like women striking poses like still statues. The women are inside four gigantic orange boxes in the shape of number one, spelling out 11.11, with their identities hidden in the shadows.
The spot for the billboard was also intended for the audience profile who frequents the area to shop for fashion and beauty, key segments that Shopee is targeting with their promotion via Dolla as their chosen brand ambassadors and Shopee live streams.
After the three-day teaser, the campaign reaches its highlight with the grand reveal as the girl group steps out of the boxes and onto a fashion runway, dressed in stylish orange-coordinated outfits. While the group performs, fashion accessories and live discount vouchers also fly by and stack up on the runway to promote the big sale.
As part of the campaign, a huge QR code was also emblazoned on the side, so audiences and passersby will be directed to Shopee Live on their mobile apps to claim the vouchers when they scan it.
Speaking on the campaign, Kenneth Soh, head of marketing at Shopee Malaysia, said, “My team’s brief was to do something deliberately out-of-the-box that has never been seen before by either Dolla’s fans or Shopee’s audience. With every campaign, we face a tremendous challenge to create something memorable, unique, and refreshing at the same time, over and over again. The stunning piece of work that was directed by our very own video team is a result of great team effort and the coordination of almost a hundred people pulled across various departments in under two months, including our Creative, Production, Post, and Video Teams.”
He continued, “We are thrilled with the level of engagement and conversions we’re seeing, even though 11.11 has just launched, in Shopee Live’s fashion and beauty categories. This campaign is a testament to the power of seeing Dolla larger-than-life in 3D and to the effectiveness of Shopee Live as a platform for reaching and engaging with younger Malaysians.”
“Thanks to Dolla’s talkability, we’re already seeing a significant increase in traffic to Shopee Live and meaningful, brand-building connections across our platform. We are so honoured that Dolla is bringing our 11.11 song and dance to life with a sense of heart-warming empowerment. The fans would never have seen Dolla this way before, and we hope the experiences created in this campaign will leave a lasting impression,” he added.
