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Mega Sales 10.10, 11.11, 12.12 have become the biggest shopping festivals in Southeast Asia. Millions of consumers wait to hunt for deals, and businesses face a choice: chase short-term promotions or turn these moments into opportunities to assert brand identity. From a Brand Creativity perspective, we believe Mega Sales is not just a race for revenue, but a moment that tests a brand’s ability to create long-term value.

Video – The Core Storytelling Language of Brands

According to Google’s report, video commerce accounts for up to 20% of total e-commerce transaction value in SEA. This figure shows that video is no longer a supporting option but the primary language through which brands enter consumers’ lives. The first three seconds of an ad video are not merely about grabbing attention. This is the moment a brand asserts its distinctiveness. When a brand knows how to tell a product story through real experiences, through the eyes of real customers, video becomes vivid proof of the brand promise.
Mobile optimization is also more than a technical filming or editing task. When a brand appears on a personal smartphone, it is the closest moment to build connection. A clean, bright background, clear audio, and easy-to-follow subtitles are how a brand shows care for the user experience.

Demand Gen – Accompanying Consumers Across a Multi-Touchpoint Journey

Today’s consumers approach brands through a multi-touchpoint journey. They may first encounter a product image via a Facebook or Instagram fanpage post. Then they turn to TikTok or YouTube to watch reviews and real-life experiences from the community, gradually forming trust and initial attachment. Once they have experienced and connected with the brand, channels such as email marketing or the brand’s own app become tools to update information and maintain long-term relationships. Therefore, a brand that thinks long term cannot rely solely on pushing out a flood of “shock mega sale 90% off” messages, but must build a consistent communication journey where every touchpoint helps nurture customer attachment and trust.

Timing – The Ultimate Brand Test During Promotion Season

Mega Sales is a race against time. According to Google’s survey, more than 70% of SEA consumers begin researching at least one week before the event. This shows that brands need to prepare early to plant trust before the shopping fever erupts.

Before the event, brands can kick off with messages that emphasize product value and create anticipation. During the event day, brands need to act decisively, deliver a complete shopping experience, and affirm that customers are being offered the best possible opportunity. After the event, brands continue to stay present, reminding customers who were interested but did not purchase, or encouraging them to return with additional incentives. This is how brands prove that they do not disappear when promotions end, but continue to accompany the community.

Mega Sales – A Defining Moment to Reinforce Brand Purpose

81% of SEA consumers shopped during Mega Sales 2024, up from 74% the previous year. This figure shows the massive appeal of promotions, but for brands, the greater meaning lies in affirming their mission. A brand cares about people when it creates an easy and friendly shopping experience. A brand innovates when it turns promotions into compelling stories, not just discount numbers. A brand is decisive when it invests long term to stay present throughout the shopping journey, from the research phase to after the event… Whether appearing in Mega Sales at mass scale or in a private format, a brand always needs to preserve its identity in its own way.