As part of a new campaign, Malaysian girl group Dolla offered drivers in Kuala Lumpur a unique site with a 3D billboard runway fashion show for Shopee’s 11.11 Big Sale shopping festival.
The 3D billboard campaign was created to tease audiences in front of KLCC Twin Towers on Jalan Ampang for three days before Dolla leaped 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,” said explains Kenneth Soh, Head of Marketing at Shopee Malaysia.
“With every campaign, we face a tremendous challenge to create something memorable, unique, and refreshing at the same time, over and over again.”
On 28th October, the 3D billboard teased the question, “Siapa Mereka?” [Who are they?], inviting audiences to guess the identities of four women striking poses.
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On 31st October, the mystery was revealed at 8 a.m. with Sabronzo, Tabby, Angel, and Syasya, members of Dolla, stepping out of the boxes and onto a fashion runway singing and dancing to a remake of their hit Bad.
“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,” said Soh.
“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.”
