Buy and sell online marketplace, Mudah.my has launched a campaign encouraging its core target market – Malay youths and young adults – to go onto Mudah.my for its buying and selling needs ahead of Hari Raya.
Conceptualised by Isobar Malaysia, the “#GoodByeGoodBuy” campaign strapline, ‘Turn Your Goodbyes into Someone’s Good Buy’ was brought to life through an online video. It centres on the point-of-view of a young Malaysian who wants to sell off some of his old possessions to earn money for a new purchase, which will enable him to ‘balik kampung’ (return to his hometown) for the festive season.
Designed to pull at the heartstrings, the video is presumably told through the eyes of the young man, but a twist at the end reveals otherwise and results in an unexpected happy ending. The video which was launched on 19 May 2017, has gotten over 3 million views on Facebook along with more than 13,000 reactions, 2,000 shares and 340 comments at the time of writing. Meanwhile, the video on YouTube has garnered more than 4.1 million views.
Isobar also created a dedicated campaign microsite (goodbyegoodbuy.my) that allows users to write ‘break-up letters’ to the items that they wish to sell. The basic premise of the microsite allows Mudah.my to inject a little fun into the selling of pre-loved items. To further engage users, Mudah.my is also conducting mini-contests on its Facebook page.
The #GoodByeGoodBuy campaign is running solely in the digital space. It will run for approximately one and a half months and is being promoted via web banners, social media postings and shorter 15-second videos that drive traffic to goodbyegoodbuy.my and Mudah.my.
Andrew Pinto, head of marketing at Mudah.my said: “This year, Mudah.my wants to reach out to and encourage young adults to declutter as well as give their unused items a second lease of life. The #GoodbyeGoodBuy campaign is an excellent opportunity for them to clear the things they are not using anymore, and to buy what they need.”
San Yen Liew, executive creative director of Isobar Malaysia, said: “Buying and selling online doesn’t need to be boring and transactional. We wanted this campaign to lend a little humour to the whole process. We also know people sometimes need a gentle push to let go of their items, so we had a lot of fun coming up with the concept of ‘breaking-up’.”
Managing Director – Ben Chew
Executive Creative Director – Liew Sanyen
Creative Group Head – Celestine Lau
Creative Group Head – Wong Chin Wei
Copywriter – David Lim
Group Account Director – Jean Tang
Brand Manager – Sharon Hew
Production – Sotong Potong Studio
Art Director – Lim Kean Woei
Designer – Estelle Lai
Web Developer – Andrian Tam