In a follow up to last year’s “Ho Ee Ki” campaign for Malaysia's largest online marketplace, Mudah.my and Isobar Malaysia, a Dentsu Aegis Network agency, have created yet another fun and creative ad for Chinese New Year.
Carrying on with the campaign theme of "Ho Ee Ki", which is meant to encourage people to let go of the old, to usher in prosperity, this year’s ad focuses on lucky numbers with a twist. The Chinese community commonly associate numbers with luck and prosperity. This formed the campaign idea of encouraging people to ‘Uncover Prosperity’ through their own efforts of selling on Mudah.my, instead of relying on chance (numbers).
Uncover Prosperity follows in the same vein of last year’s ads, bringing back the much-loved Plumber and other characters from last year’s video. The Isobar Malaysia team cheekily associates Mudah.my with the lucky numbers of 32665. To date, it has garnered more than 5 million views on YouTube and Facebook combined, and has been shared over 1,200 times on Facebook.
Last year’s Ho Ee Ki campaign set out to get people to sell their unused items on Mudah.my ahead of Chinese New Year. The campaign exceeded expectation and garnered a 213% increase in “value for money” evaluation with listings going up by 7% versus 1.7% average monthly rate.
On whether there was added pressure to develop something even better this year given the massive success of last year’s campaign, Sanyen Liew, executive creative director for Isobar Malaysia, commented: “The original team was really happy to come together again and produce another piece of work for Mudah.my. We had a lot of success last year, so the team felt excitement rather than pressure. It's hard to come by such chemistry and relationship among the clients, agency, production and talents, but that’s exactly what we have here, and it shows in the output of what we have produced.”
The videos are currently running on Mudah.my’s Facebook and YouTube pages, Spotify (audio) and via web banners on Mudah.my.
Executive creative director – Sanyen Liew
Creative group head – Wong Chin Wei
Senior copywriter – Lam Wai Kit
Senior art director – Joe Chan
Associate account director – Sharon Hew
Designer – Estelle Lai
Lead strategist – Tanvi Singh
Composer - Tian Long
Production – Sotong Potong Studio
Head of marketing – Andrew Pinto
Marketing manager – Jasvin Dhillon