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),...