AGENCY
Ben Chew, Managing Director, Isobar Malaysia
Liew Sanyen, Executive Creative Director, Isobar Malaysia
Wong Chin Wei, Creative Group Head, Isobar Malaysia
Gary Hor, Senior Copywriter, Isobar Malaysia
Celine Chung, Junior Art Director, Isobar Malaysia
Sean Liew, Designer, Isobar Malaysia
Sharon Hew, Associate Account Director, Isobar Malaysia
Jean Tang, Group Account Director, Isobar Malaysia
Universal McCann
Sotong Potong Studio Sdn Bhd
Tien Creative Sdn Bhd
Society
SUMMARY
The Chinese community perceived Mudah.my as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy song - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on Mudah.my to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.
