‘Reboxing’ campaign sees Carousell co-founder parting ways with an old MacBook

As a part of the social media leg of its recently launched ‘Everyone Wins’ campaign, pre-owned goods marketplace Carousell has started an initaitive called ‘Reboxing’ – a conscious inversion of the popular ‘unboxing’ videos on social media. 

The campaign aims to inspire Singaporeans to let go of unused items with the principals at Carousell – co-founders Quek Siu Rui, Marcus Tan and Lucas Ngoo leading by example. Ngoo, for instance, is relinquishing the MacBook that Carousell was first built on.

The campaign has also roped in prominent Singaporeans DBS head of group strategic marketing and communications Karen Ngui; SGAG co-founders Xiao Ming and Karl Mak; Love, Bonito co-founder Rachel Lim and Generation Girl’s co-founder Crystal Widjaja.

The boxes contain items that encouraged the entrepreneurial streak in them. A release from Carousell said: “They want to pass them on to someone else who will find new purpose and life for the items.”

The campaign was inspired by research that revealed 79% of Singaporeans struggle to let go of unused items. This was despite 94.1% being concerned about waste as a subject that needed to be addressed. It was also revealed that only 26% consider buying pre-owned items in order to build a zero-waste lifestyle.

‘Reboxing’ encourages consumers in Singapore to get rid of their own pre-owned items listing them at $0 with the ‘#Everyone Wins’.


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