News

Malaysian e-commerce site encourages users to ‘break up’ with unwanted stuff

Isobar Malaysia is encouraging consumers to ‘break up’ with some of their old and unloved possessions as part of a Hari Raya campaign for e-commerce site Mudah.my.

The Dentsu Aegis agency created the ‘GoodBye Good Buy’ campaign to give people a “little push” when it comes to letting go of their old stuff.

To kick off the campaign, Isobar made an online film featuring a young Malaysian man who tried to sell off some of his old possessions – including his childhood toy robot.

Although at first the film appears to be told from the man’s point of view, a surprise twist reveals it to have been the robot’s all along.

Explaining the concept, Isobar Malaysia’s executive creative director San Yen Liew 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’.”

Since its launch on May 19, 2017, the video has received more than 3.1 million views on Facebook along with more than 13K reactions, 2.1K shares and 340 comments. Meanwhile, the video on YouTube had garnered more than 5 million views at the time of publication.

Isobar also created a microsite, goodbyegoodbuy.my, to allow users to write ‘break-up letters’ to the items that they wish to sell.

Mudah.my’s head of marketing Andrew Pinto 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 campaign is an opportunity for them to clear the things they are not using anymore, and to buy what they need.”

Credits:

Isobar Malaysia
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

Art director: Lim Kean Woei
Designer: Estelle Lai
Web developer: Andrian Tam
Production – Sotong Potong Studio

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing