Showcasing: Advertiser of the Year



2018 | |

If you want them to buy,ask them to sell

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
Mudah.my is Malaysia’s largest online marketplace, However, it is often perceived to be just a second hand marketplace, which is something the Chinese tend to avoid during CNY. What the brand was up against was not just a perception but a cultural taboo. How do we then build affinity with the Chinese during this festive period?

Insight, Strategy and the Idea
Immersing ourselves into Chinese culture, we discovered that CNY was obviously the season for buying. However CNY was also the time for cleansing – a time to sweep out bad luck and usher in prosperity So was born the radical idea – in the season of buying, focus on selling. It was certain that if we can get the Chinese to sell on Mudah, buying would be their next natural move. So, when every brand across every category screamed to the Chinese to ‘buy’ – Mudah stood out by choosing to encourage the Chinese ‘to sell’. Introducing, ‘HoEeKi’ (literally Let It Go)

Media Execution
#1 Kindling conversations We turned HoEeKi into a movement, delivered through a funny video with catchy music, reminding people to let go of their old items.Tasking media to deliver maximum frequency, we conquered the web via Google, Facebook & Programmatic buys. We also worked with RojakLah & TanTan building shareable articles. #2 Nudge Selling Contextually, we conquered all product categories that the Chinese were likely to buy through an extensive performance campaign, and urged them to sell. So when people searched for Red cheongsam, we told them to sell their old one that they no longer fit into and make way for prosperity.

Results and Effectiveness
People HoEeKi-ed :
• Mudah witnessed a 213% increase in ‘value for money’ evaluation
• Listings surged by 7% (Vs the average 1.7%)
• 10% gain in Chinese visitors & • 40% increase in intent to use Mudah
• The HoEeKi video amassed 5Mn views

2018 | |

Goodbye goodbuy

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. With the influx of hordes of shiny, social features enabled look-alikes (such as Carousell, Shopee etc) ,Mudah started losing the Millennial segment and retained only the mature males. To restore leadership, we had to win back the love of the millennials.

Insight, Strategy and the Idea
• Millennials engaged 3X more with listings of smaller personal items such as electronics & hobbies than our trump cards of cars. Why? • They are far from transactional when it comes to personal items. When they purchase a personal item they build an intimate relationship with it, precisely why they hold stories of their good buys close to their heart. They get so attached to these good buys over time that when the sentimental moment of parting is near, they hope that their good buy will be safe and warm in someone else’s ownership. We set out to comfort and assure Millennials that we would stand by them in their difficult and emotional journey of bidding goodbye to their goodbuys on Mudah. Introducing Goodbye Goodbuy.

Media Execution
Sparking conversations on good buys : We crafted a video of an emotional break-up story of a robot toy and a teenage boy. Using 8 influencers, we seeded it online prior to Raya when buying & selling are at its peak, igniting chatter. Bidding Goodbyes : Video viewers were directed to a microsite to write break-up letters to their good buys.They could choose from 50 templates, which would be turned into actual seller listings on Mudah. We further prompted audiences to explore the listings through display ads.

Results and Effectiveness
With 600K breakup letters, the campaign drove a 70% surge in seller listings,exceeding the listings target by 6 times! Brand buzz shot up by 85% and our affinity scores amongst Millennials improved by 55%.

2018 | |

If you want them to buy,ask them to sell

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
Mudah.my is Malaysia’s largest online marketplace, however, it is often perceived to be just a second hand marketplace, which is something the Chinese tend to avoid during CNY. What the brand was up against was not just a perception but a cultural taboo. How do we then build affinity with the Chinese during this festive period?

Insight, Strategy and the Idea
Immersing ourselves into Chinese culture, we discovered that CNY was obviously the season for buying. However CNY was also the time for cleansing – a time to sweep out bad luck and usher in prosperity So was born the radical idea – in the season of buying, focus on selling. It was certain that if we can get the Chinese to sell on Mudah, buying would be their next natural move. So, when every brand across every category screamed to the Chinese to ‘buy’ – Mudah stood out by choosing to encourage the Chinese ‘to sell’. Introducing, ‘HoEeKi’ (literally Let It Go)

Media Execution
#1 Kindling conversations We turned HoEeKi into a movement, delivered through a funny video with catchy music, reminding people to let go of their old items. Tasking media to deliver maximum frequency, we conquered the web via Google, Facebook & Programmatic buys. We also worked with RojakLah & TanTan building shareable articles. #2 Nudge Selling Contextually, we conquered all product categories that the Chinese were likely to buy through an extensive performance campaign, and urged them to sell. So when people searched for cheongsam, we told them to sell their old one that they no longer fit into and make way for prosperity.

Results and Effectiveness
People HoEeKi-ed : • Mudah witnessed a 213% increase in ‘value for money’ evaluation • Listings surged by 7% (Vs the average 1.7%) • 10% gain in Chinese visitors & • 40% increase in intent to use Mudah • The HoEeKi video amassed 5Mn views

2018 | |

Don’t buy a brand, buy a story

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
Sellers growth for eBay have been slow. With the continued growth of other e-commerce giants, eBay’s new features helping merchants to sell more go unnoticed and hence Sellers think it’s harder to sell on eBay than on other platforms. We needed to change that. Fast.

Insight, Strategy and the Idea
The Sellers market just doesn’t have the patience for tutorial videos. Its either too long, or they don’t quite have a clear grasp of the language to be able to sit through the tutorials. We needed to get them to unlearn and relearn in the shortest time possiible. Our strategy is simple: Give sellers a QUICK WIN with our educational content. Not just through communications but also through the medium of our campaign. Everything has to be quick and easy. The idea was to REINVENT TUTORIAL VIDEOS into a snappy, entertainment platform with all tutorials being less than a minute!

Media Execution
We produced a series of pocket content on achieving the sellers’ dreams within 4-steps. Within these 4-steps, we demonstrated snapshots of eBay’s tools and website features helping the sellers get richer! We showed them the dream from: [1] 4-steps to getting rich quick [2] 4-steps to becoming your own boss [3] 4-steps to be a baller These tutorial videos were released on social media & online video sites, where sellers were searching for tutorial videos. We went further and expanded our content into bite-sized social images, We built our social pages into a seller education community, cranking out content every week on trending items to sell, business tips from real-life successful Malaysian eBay sellers, and even more snapshots of the website’s feature for sellers!

Results and Effectiveness
KPI was for +40% YoY growth of new sellers. We overdelivered with +71% YoY growth instead! We reached out to 7.5Million sellers. View-through rate of our videos went up to 38% (industry benchmark 17%). Generated 21,941 seller traffic to the website.

2018 | |

Don’t buy a brand, Buy a story

Advertiser: Mudah.my Sdn Bhd
Brand: Mudah.my
Creative Agency: -
Credits: -

The Challenges
For 9 years Mudah had been the largest online marketplace in Malaysia. Ironically Mudah’ strength that it sells everything under the sun turned into its biggest weakness with the influx of hordes of vertical specialists (such as carlist, iproperty etc) in 2017, impairing visitor volumes. We set out to recover the 20% loss in daily active users (DAU) & thus touch the DAU base of 250K.

Insight, Strategy and the Idea
Sifting through multiple data sources, we learned that:- • Only 40% of transactions online are planned, 60% are Impulse driven. While Mudah was an obvious choice for planned purchases (such as car), being a ‘for all’ destination the impulse segment was a promising bet to grow DAU. • In pursuit of understanding the interests of the impulse segment, we learned that Malaysians are 84X likely to buy items owned by celebrities. So we decided to connect Mudah, the ‘for all’ to the basic human nature of ‘impulse buying’ by using celebrities as baits. Introducing, the first ever content to commerce experience –Stories that Sell, by Mudah.

Media Execution
On Air – On Astro Ria , we launched a once a week 8 episode talk show series hosted by social media favourite & celeb rapper Altimet. Each episode featured a celebrity candidly sharing his/her story to success. At the end of each episode the celebrity would put one of their prized possessions for sale on Mudah, sparking fan frenzy onto the site. The show was promoted across the Astro network using on air promos On Screen – We created mini-sodes of the story series and took social media by storm. Articles, display banners,6 second videos, memes, gifs – you name it and we had it. We chose to target ‘idle time’ moments (perfect ground for impulse buys) such as streaming, page loading etc. The content pieces were refreshed weekly based on the item that the celebrity put up on sale. On Mudah.my we created a specific section displaying the array of celebrity possessions up for sale. On Road – On Hitz FM & Era FM we had RJ mentions and mini-segments to update listeners on the items that were up for sale on Mudah. Focusing our mentions to idle times such as high traffic timebands, we used radio to inject urgency amongst listeners to visit the website before a sell-out.

Results and Effectiveness
Malaysians flocked to their ‘for all’ Mudah. We hit a DAU base of 350K in 45 days ,a base higher than even the combined DAU of carlist & iproperty. We received 3X engagements on the celebrity items on sale Our very own TV show – Mudah Stories was watched by 800K viewers per episode. Its popularity found its way to even SG with broadcasters reaching out to us for airing rights. Hitz FM & Era FM enjoyed 8.4mil reach and massive engagements. While iProperty and Carlist had spent millions on advertising, our radical step in storytelling our way into sales gave us 2X more users at just 1/10th the spend.