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Number 1 - Shopee Malaysia | Clapboard Ad Archive
Description
Shopee Malaysia’s 2024 Chinese New Year campaign, Number 1, captures the spirited competitive nature of a kiasu family vying for supremacy during the festive season, positioning Shopee as the essential platform that empowers shoppers to claim victory in their holiday preparations. This short film, crafted for the retail services sector and released in February 2024, leverages the culturally resonant theme of family rivalry—a familiar and relatable dynamic in Malaysian households during CNY—to engage viewers with humor and local insight while underscoring Shopee’s value proposition of convenience, variety, and unbeatable deals. By depicting a lighthearted yet intense showdown for the “throne,” the narrative situates Shopee not merely as a transactional platform but as the decisive enabler of success in the bustling, competitive marketplace of festive shopping. The campaign’s storytelling approach aligns with what Clapboard’s taxonomy identifies as FORMAT#5 EXEMPLARY STORY, where the product’s role is integral to the plot’s climax and resolution rather than a peripheral detail, allowing Shopee’s brand and service to be naturally woven into the emotional stakes of the family conflict. Strategically timed at the peak of Chinese New Year celebrations, the campaign maximizes cultural relevance and taps into the heightened consumer urgency characteristic of this period, while its distribution on social media channels targets digitally savvy Malaysian consumers who seek both entertainment and practical shopping solutions. The campaign’s narrative cleverly mirrors the tension and excitement of securing the best deals, reinforcing Shopee’s dominant position in Malaysia’s eCommerce landscape as the platform that transforms the competitive chaos of holiday shopping into a winnable challenge. Although the campaign’s social media engagement does not meet viral thresholds, its creative execution and culturally attuned storytelling articulate a clear message that resonates with its intended audience. Clapboard rates this campaign 63/100 in its global creative archive. This campaign matters to the industry because it demonstrates how retail services brands can harness culturally specific narratives to elevate eCommerce platforms beyond mere utility, creating emotionally engaging content that strengthens brand loyalty during peak seasonal moments.
Credits
Client
Shopee Malaysia
Campaign Proposition
Shopee Malaysia’s “Number 1” campaign leverages the cultural significance of Chinese New Year (CNY) and the concept of friendly family rivalry to position itself as the go-to eCommerce platform during the festive season. By portraying a "kiasu" (competitive) family battling for the top spot, the campaign taps into the local ethos of determination and resourcefulness, reflecting the brand’s value proposition of providing shoppers with a winning edge through convenience, variety, and deals. The narrative underscores Shopee’s promise to empower consumers to “win” the festive shopping experience with ease and confidence, reinforcing its role as a dominant player in the Malaysian retail market. Strategically, the campaign uses a culturally resonant storytelling approach that marries humor and relatability to engage Malaysian audiences familiar with the family dynamics surrounding CNY preparations. By focusing on competition within the family unit, it captures attention through emotional and social relevance, enhancing brand recall during a peak shopping period. The choice of a short film format allows for deeper narrative engagement, appealing to viewers’ desire for entertaining yet meaningful content. Additionally, the campaign’s timing in February 2024 aligns it with the height of CNY festivities, maximizing relevance. Social media distribution, indicated by YouTube metrics, supports targeted visibility among digitally savvy consumers. This approach demonstrates an insight into consumer behavior during festive seasons—highlighting the tension and excitement involved in securing the best deals and positioning Shopee as the platform that can navigate these challenges effectively.
Creative Device
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign’s narrative setup is unmistakably story-driven: it revolves around kiasu (competitive) family members battling for the “throne” during Chinese New Year, with a clear conflict (“showdown”) and a resolution hinted (“Who will emerge as the winner?”). The brand/product (Shopee Malaysia) likely plays a decisive role in resolving the family’s rivalry, either as the platform enabling victory or serving as the mechanism for the plot’s resolution. No cues point to parody, direct demonstration, testimonials, ongoing personalities, symbolism, or explicit product comparison. Instead, the narrative focus, genre (narrative), and references to a winner emerging all align this campaign closely with the “Exemplary Story” format, where the product’s contribution is woven into the story’s climax and resolution. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Lazada Malaysia – Positioned as one of the leading eCommerce platforms in Malaysia, Lazada emphasizes a wide product assortment, flash sales, and strong logistics support through its partnership with Alibaba. Their strategy leverages extensive seller networks and technology-driven shopping experiences to appeal to bargain hunters and tech-savvy consumers.
Shopee Malaysia – (Reference Brand) Known for its interactive and localized campaigns, Shopee positions itself as a user-friendly, mobile-first platform that combines entertainment with shopping. It differentiates via frequent promotions, integrated games, and a strong focus on community engagement, especially during festive seasons like Chinese New Year.
Zalora Malaysia – Positioned as the premier online fashion and lifestyle destination, Zalora focuses on curated, high-quality apparel and accessories with premium local and international brands. Zalora differentiates by emphasizing style, trusted fashion expertise, and seamless return policies targeting fashion-conscious urban millennials.
PG Mall – Malaysia’s homegrown eCommerce platform, PG Mall emphasizes local sellers and a transparent marketplace. It differentiates through its unique revenue-sharing model with sellers, competitive pricing, and a growing reputation for trustworthiness and supporting Malaysian micro-entrepreneurs.
Lelong.my – Positioned as Malaysia’s oldest online marketplace, Lelong focuses on variety and affordability. It leverages its long-standing market presence to attract price-sensitive consumers seeking both new and used goods, differentiating itself through a community-driven approach and extensive product listings across multiple categories.
Number 1 - Shopee Malaysia | Clapboard Ad Archive FAQs
What is Shopee CNY 2024 Short Film | Number 1 about?
Shopee CNY 2024 Short Film | Number 1 is a professional campaign created for Shopee Malaysia and published in 2024. Set in the Malaysian market during Chinese New Year, the campaign centers on a playful showdown among kiasu family members competing for the top spot or throne. This short film uses humor and cultural relevance to depict the competitive spirit typical of festive family dynamics, positioning Shopee as the platform that empowers shoppers to win the best deals and enjoy a seamless shopping experience during the peak retail season.
What creative device does Shopee CNY 2024 Short Film | Number 1 use?
Shopee CNY 2024 Short Film | Number 1 employs the Exemplary Story format according to Clapboard’s 12-format taxonomy. This narrative technique integrates the product as a vital element in the plot’s resolution, focusing on a story-driven approach where the competitive family rivalry unfolds with Shopee’s platform playing a decisive role in resolving the conflict. The campaign avoids parody or direct demonstration, instead weaving the brand naturally into the climax, making the product essential to the story’s outcome and audience engagement.
What is the campaign proposition for Shopee CNY 2024 Short Film | Number 1?
The campaign proposition for Shopee CNY 2024 Short Film | Number 1 positions Shopee Malaysia as the go-to eCommerce platform during Chinese New Year by tapping into the local cultural theme of friendly family rivalry. It communicates to Malaysian consumers that Shopee offers a winning edge through convenience, variety, and attractive deals, enabling shoppers to confidently navigate the festive shopping rush. This strategic positioning leverages humor and relatable storytelling to enhance brand recall and reinforce Shopee’s dominance in the retail market during a critical seasonal period.
How does Shopee CNY 2024 Short Film | Number 1 rank in Clapboard's archive?
Shopee CNY 2024 Short Film | Number 1 holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining storytelling with brand messaging to resonate with its target audience during a key retail event.
Who are the competitors in Shopee Malaysia's category?
Shopee Malaysia competes with several key players in the Malaysian eCommerce market. Lazada Malaysia is positioned as a leading platform emphasizing wide product assortment, flash sales, and strong logistics through its Alibaba partnership. Zalora Malaysia focuses on premium fashion and lifestyle products targeting urban millennials with curated selections and trusted expertise. PG Mall highlights local sellers and transparency with a unique revenue-sharing model, appealing to consumers who value supporting Malaysian micro-entrepreneurs. Lelong.my, Malaysia’s oldest online marketplace, attracts price-sensitive shoppers by offering extensive product variety and a community-driven approach.
