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