THE CLIENT:
King Cup is a Johor-based producer of high quality canned fish products. With a yearly import quantity of 4,500 metric tons, the raw materials are directly imported from Mexico and South Africa for both sardines and mackerels.
OBJECTIVE:
In conjunction with Hari Raya, King Cup set out to celebrate the festival with its loyal consumers while driving sales conversion. We aimed to create a memorable campaign that would resonate with our audience and elevate their festive spirits.
OUR APPROACH:
Our approach was twofold: combining sales and engagement through a month-long spend-and-win contest. The video featured hidden King Cup products, encouraging viewers to participate by spotting them. This interactive element not only increased viewer engagement but also drove sales as participants purchased King Cup products to join the contest.
Through this innovative campaign, we successfully celebrated Hari Raya with our loyal consumers, fostering a sense of community and joy while boosting sales conversion.
To achieve this, we disrupted the norms with our “It’s Time for Raya, AGAIN?!” campaign. This playful campaign humorously mocked traditional celebrations in a video that highlighted cherished moments shared during the festive season. By blending humour and nostalgia, we created a relatable and engaging narrative that captured the essence of Raya.
