ShopeeFood
ShopeeFood is the food delivery arm of Shopee, Southeast Asia's largest e-commerce platform. Its Ramadan activation places the brand directly inside the bazaars where Malaysians shop for buka puasa.
Problem
ShopeeFood ran a nationwide Ramadan activation across more than fifteen major bazaars, from the northern states to the south, including three in the Klang Valley. The brand needed a giveaway that families would carry through the bazaar and take home - putting ShopeeFood in the hands of visitors rather than on a banner behind them.
The constraint was the clock, at three levels.
Lead time from brief to first site live was three weeks - printing, helium supply and crew deployment all had to be arranged inside a window where every supplier in the country is already committed.
The campaign then ran across three weeks of Ramadan, at sites spread the length of the peninsula, each needing balloons inflated on site and distributed daily.
And each day had its own window. Bazaar crowds peak in the short period before buka puasa. Balloons had to be printed, transported, inflated and in visitors' hands inside that narrow band - every day, at every site, simultaneously.
Access restrictions at individual bazaars added a further layer, with crews working around what each site would allow and when.
Solutions
Wonder Balloons printed, inflated and distributed 22,000 branded helium balloons across the full nationwide run.
Balloon printing was produced in bulk in-house, ahead of the campaign, so no site was waiting on stock mid-Ramadan.
Helium supply was the harder half of the job. Wonder Balloons holds its own helium stock in volume rather than ordering per project, and moves cylinders on our own transport fleet - so gas reached sites on our schedule, not a third-party supplier's, during the period of highest demand in the Malaysian calendar. Established supply partners in the northern and southern states covered the distance that transport from Kuala Lumpur alone could not.
Around ten teams were deployed to cover sites nationwide, each equipped to inflate on location rather than transport inflated stock - the only workable approach across that geography and that daily timing.
Crews worked to the bazaar rhythm rather than a standard event schedule: on site, inflated and distributing before the pre-iftar peak, every day of the run.
Result
ShopeeFood has continued working with Wonder Balloons following the campaign, and has engaged us for its Merdeka parade activation in 2026.
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