Malaysian Media Awards Winners Showcase





2019 | |

Because 9.9 and 11.11 were too far away, we created 7.7

Advertiser: Dettol, Enfagrow, Durex, Veet, Airwick, Harpic, Sustagen
Brand: Dettol, Enfagrow, Durex, Veet, Airwick, Harpic, Sustagen
Creative Agency: -
Credits: -

The Challenges
NEGLIGIBLE ECOMMERCE SALES
For RB Malaysia, the sales contribution from ecommerce platforms remains negligible compared to Singapore. We needed a mid year boost to scale up our ecommerce revenue as we couldn’t wait till the next big sales on 9.9, 11.11 and 12.12.

Insight, Strategy and the Idea
THE BIRTH OF 7.7
We picked 7.7 because mega sale days like 11.11 and 12.12 have been successful. And we wanted it to be RB Sales Day. It couldn’t be 6.6 as that would be too close to Raya. We knew a lot of KLites shopped online. We partnered with Lazada because they had online ecommerce clout. It was also a good collaboration and partnership programme as Lazada was our client. It made it easy to synergize and get the desired output. We optimised based on Lazada’s advice.

Media Execution
MINIMUM BUDGET, MAXIMUM IMPACT
RB had a limited budget to spend to make 7.7 a success. So TV and radio were out of the question. RB took over Digital OOH screens across KL to tell Malaysians of its impending sale. We narrowed down and selected keywords to drive intent. We ran reach and frequency campaigns on social media in areas that were not exposed to the Digital OOH screens and ran nationwide Youtube campaigns to create mass awareness. On 7.7, we took over front pages in print and digital mobile platforms of top vernacular newspapers like The Star and Harian Metro to drive conversions from quality audiences.

Results and Effectiveness
7.7 SUCCESS UNLOCKED
RB saw a lot of searches on 7.7 which gave them a boost of confidence prior to the sale day. When 7.7 came, they were blown away with the results. RB achieved a ROI of 3+ with record breaking sales at RM1,000,000+ in 1 day. 7.7 became the No.1 Best Online Sales Day in RB Malaysia’s history.