News taps into Star Wars mania for YouTube based campaign

Malaysia-based onine marketplace has launched a campaign called ‘Sell Wars’ on YouTube.

Created by Universal McCann Malaysia (UM) and Ensemble Worldwide, the campaign involves placing Star Wars inspired banners against content on the site that references the iconic sci-fi film franchise. 

The campaign was created to coincide with the release of the most recent entry in the film franchise: ‘Star Wars: The Rise of Skywalker’. The banners are placed based on the Mirrors technology from Silverpush which analyses brand logos, faces, emotions and objects to detect Star Wars-related content and serve up relevant advertising. 

Speaking about the campaign Ensemble Worldwide executive creative director Chan Woei Hern said: “We love being at the forefront of demonstrating how data, technology and storytelling can intersect. 

“When we came across this new tech, we knew we wanted to play with its capabilities within’s galaxy. The timing was perfect with the hype of Star Wars, and of course it helps that there’s a huge fanbase right here as well.”

Mudah-my head of marketing Andrew Pinto added: “We are always on the lookout for ways to push the boundaries of effective advertising. With more than eight million unique visitors using our platform every month, we felt it was necessary to adopt innovative methods to cut through the noise and communicate successfully. 

“Mudah is no stranger to always-on targeting, and we hope to entice and attract a wide audience through the cultural relevance of Star Wars. With the current year-end sales and ongoing festive deals, we also felt this approach would be a great way to showcase our platform’s unique and everyday items to netizens.”

The campaign is set to run till December 31 this year.


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