Shopee: 12.12. Anniversary

E-commerce platform Shopee combined the reach- and engagement-driving touchpoints of mobile with television to celebrate its anniversary, reinforce engagement with its target audience and boost sales in Indonesia during Harbolnas, or the national online shopping day.

Campaign details

Brand: ShopeeLead agency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

With the continuously increasing number of smartphone use and the betterment of internet connectivity in the country, Indonesia witnesses a steady--if not dramatic--growth of e-commerce. This condition creates a shifting trend in shopping behavior where people tend to shop online more.

Nowadays, there are over 10 brands of e-commerce which are fighting a heated competition to win the minds and, ultimately, the money of Indonesian consumers.

Starting from approximately four or five years ago, the concept of Hari Belanja Online Nasional (The National Online Shopping...

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