Malaysian girl group Dolla took over Kuala Lumpur traffic with a never-before-seen 3D billboard runway fashion show for Shopee's 11.11 Big Sale shopping festival. The 3D billboard teased audiences in front of KLCC Twin Towers on Jalan Ampang for three days before Dolla leapt out to reveal fashion and beauty items available on Shopee, singing and dancing to a remake of their best-selling hit BAD.
“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,” - Kenneth Soh, Head of Marketing at Shopee Malaysia.
Shopee 11.11 Big Sale Teaser 3D Billboard Went Live at Jalan Ampang on 28 October 2023
On 28th October, the
3D billboard teased the question, “Siapa Mereka?” [Who are they?], inviting audiences to guess the identities of four doll-like women striking poses, still as statues, inside four gigantic orange boxes in the shapes of number one (spelling out 11.11), their identities hidden in the shadows.
Reactions on Shopee Malaysia’s social media included “Hmm, girl group?”, ”Our fav girls”, and “the one and only” with 85,000 impressions and 38,000 engagements leading up to launch day.
Shopee selected prime spot for our 11.11 campaign because Lembaga Getah Malaysia’s building faces KLCC Twin Towers, which sees approximately 125,000 footfalls and 200,000 vehicles on a daily basis. Not only is it highly iconic, but the audience profile here has the intent to shop fashion and beauty, key segments that Shopee is promoting via Dolla as chosen brand ambassadors and Shopee live streams.
Shopee 11.11 Big Sale Launch 3D Billboard Went Live at Jalan Ampang on 31 October 2023
On 31st October,
the mystery was revealed at 8am with Sabronzo, Tabby, Angel, and Syasya, members of Malaysian girl group Dolla, stepping out of the boxes and onto a fashion runway, dressed in stylish orange coordinated outfits. Singing and dancing to a remake of their bestselling hit Bad (and choreographed especially by Ezra Tham for this project), they strut to “Shopee 11.11 Big Sale is coming for ya”, as fashion accessories fly by and vouchers representing Shopee Live 90% discounts everyday throughout 11.11 Big Sale stack up the runway. A huge QR code emblazoned on the side could be scanned to take passers-by directly to Shopee Live on their mobile apps to claim the vouchers.
Shopee 11.11 Big Sale Brand Ambassadors Dolla promoting Shopee’s fashion and beauty categories
“We are thrilled with the level of engagement and conversions we’re seeing even though 11.11 has just launched, on 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 honored 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.” - Kenneth Soh, Head of Marketing at Shopee Malaysia.
Dolla dancing and singing to a remade version of their hit single BAD in Shopee’s 11.11 TVC
Behind the scenes look at Shopee 11.11 Big Sale TVC featuring Dolla
As of 1st November 2023,
Shopee 11.11 Big Sale TVC featuring Dolla had been aired to three million viewers, and the jingle played across platforms to one and half million Malaysian audiences. “DOLLA MAKE YOU WANNA SHOPINGGGGG!” exclaimed an enchanted user on social media.
And psst, if you want to win prizes or collect more Shopee Coins, do watch DOLLA appearance on ShopeeLive countdown show at 11pm as DOLLA will countdown together with us till 11.11 on ShopeeLive stream! Happy 11.11 and happy shopping everyone! <3
xoxo
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