| 标题 | Hoeeki - The Fridge |
| 广告公司 | ISOBAR |
| 广告战役 | Hoeeki - The Treadmill |
| 广告主 | ONLINE CLASSIFIEDS |
| 品牌 | ONLINE CLASSIFIEDS |
| 首次发布日期 | 2017 / 1 |
| 行业领域 | 手机与寻呼机 |
| 哲学 | The campaign begun with the release of a catchy humorous video glorifying ‘Ho Ee Ki’ (let it go) on Facebook and Youtube, followed by web banners on the Mudah.my website. Given the media clutter during Chinese New Year, choosing the right campaign period was of utmost importance. We schedule the release of our campaign way before other brands did and made it coincide with the time Chinese community is busy spring cleaning. The campaign exceeded expectations as it resonated well with the Malaysian-Chinese community and managed to propel Mudah.my in a way never before. 213% increase in "value for money" evaluation 40% increase in intent to use Mudah.my 10% gain of Chinese customers Listings went up by 7% vs. 1.7% avg. monthly rate Over 5 million views within 1 month Over 22,000 shares combined Buzz went up by 113% Source YouGov brand index (Ethnicity: Malaysian-Chinese) ‘Ho Ee Ki’ (‘let it go’ in the Chinese-Hokkien dialect) was turned into a mnemonic phrase to target those who clutter the house with old items, and the people inconvenienced by this behaviour. Mudah.my managed to make this phrase hugely popular leading up to Chinese New Year. The relatability of the storyline and the humorous song drove audience to repeatedly watch and share the video - cutting the clutter of the usual festive jingles. Our audience loved the video so much, they demanded for a karaoke version. Kids and adults alike, were spotted singing ‘Ho Ee Ki’ in public places. |
| 结果 | There was no way we could get Chinese consumer to buy from Mudah.my due to the cultural taboo against second hand items. Hence, in a season of buying, we focussed on selling! To the Chinese, a cluttered house is not ideal to welcome the New Year as per the rules of Feng Shui. We used this cultural belief to overcome the hoarding mentality and make our audience to let go of their old items on Mudah.my to make way for prosperity. This way, we turned the act of selling with Mudah.my synonymous with something auspicious. |
| 媒体类别 | Applications |
| 长度 | |
| 执行创意总监 | Sanyen Liew |
| 创意组长 | Chinwei Wong |
| 文案 | Gary Hor |
| 美术指导 | Celine Chung |
| Designer | Sean Liew |
| Group Account Director | Jean Tang |
| Account Manager | Sharon Hew |
| Lead Strategist | Tanvi Singh |