Mudah.my: Ho Ee Ki – Let It Go

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

Campaign details

Brand: Mudah.myBrand owner: Mudah.my Sdn BhdLead agency: Isobar MalaysiaContributing agencies: Universal McCann Malaysia, Sotong Potong Studio Sdn Bhd, Tien Creative Sdn Bhd, SocietyCountry: MalaysiaIndustries: Online retailMedia channels: Events & experiential, Online video, Social mediaBudget: Up to 500k

Executive summary

Malaysia's Chinese community perceived Mudah.myas a second-hand marketplace and avoided shopping on it during the Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy song – 'Ho Ee Ki' (Let It Go),...

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