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,” explains Kenneth Soh, Head of Marketing at Shopee Malaysia.
 |
| 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.
“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.” says Kenneth Soh,
Head of Marketing at Shopee Malaysia.
 |
| Shopee 11.11 Big Sale Brand Ambassadors Dolla promoting Shopee’s fashion and beauty categories |
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.
 |
| Dolla dancing and singing to a remade version of their hit single BAD in Shopee’s 11.11 TVC |
 |
| the scenes look at Shopee 11.11 Big Sale TVC featuring Dolla |
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