Mudah.my and Isobar turn Goodbyes into Good Buys!

 

Malaysia’s largest buy and sell online marketplace, Mudah.my, has launched a campaign encouraging its core target market – Malay youths and young adults – to go onto Mudah.my for their buying and selling needs ahead of Hari Raya or Eid al-Fitr. 

Conceptualized by Isobar Malaysia, the “#GoodByeGoodBuy” campaign strapline, ‘Turn Your Goodbyes into Someone’s Good Buy’ was brought to life through an online video. It centres around the point-of-view of a young Malaysian who wants to sell off some of his old possessions to earn money for a new purchase, which will enable him to ‘balik kampung’ (return to his hometown) for the festive season.

Designed to pull at the heartstrings, the video is presumably told through the eyes of the young man, but a twist at the end reveals otherwise and results in an unexpected happy ending. Since its launch on May 19, 2017, the video has gotten over 3 million views on Facebook along with more than 13K reactions, 2K shares and 340 comments. Meanwhile, the video on YouTube has garnered more than 4.1 million views. (as of June 14, 2017)

Isobar also created a dedicated campaign microsite, goodbyegoodbuy.my, that allows users to write ‘break-up letters’ to the items that they wish to sell. The basic premise of the microsite allows Mudah.my to inject a little fun into the selling of pre-loved items. The process of listing and uploading photos of items and information was made easier with user-friendly templates, and users can then  post the item that they have ‘broken up’ with on Mudah.my and Facebook.

Andrew Pinto, Head of Marketing, Mudah.my, shared, “This year, Mudah.my wants to reach out to and encourage young adults to declutter as well as give their unused items a second lease of life. The #GoodbyeGoodBuy campaign is an excellent opportunity for them to clear the things they are not using anymore, and to buy what they need.” 

To further engage users, Mudah.my is also conducting mini-contests its Facebook page. Users are required to watch the video on Mudah.my’s website, and find the robots featured within, to stand a chance of bringing home the vintage robot they’d found.

The #GoodByeGoodBuy campaign is running solely in the digital space. It will run for approximately one and a half months and is being promoted via web banners, social media postings and shorter 15-second videos that drive traffic to goodbyegoodbuy.my and Mudah.my.

San Yen Liew, Executive Creative Director of Isobar Malaysia, said, “Buying and selling online doesn’t need to be boring and transactional. We wanted this campaign to lend a little humour to the whole process. We also know people sometimes need a gentle push to let go of their items, so we had a lot of fun coming up with the concept of ‘breaking-up’.”

Watch the video here:

 

CREDITS:
Isobar Malaysia

  • Managing Director – Ben Chew
  • Executive Creative Director – Liew Sanyen
  • Creative Group Head – Celestine Lau
  • Creative Group Head – Wong Chin Wei
  • Copywriter – David Lim
  • Group Account Director – Jean Tang
  • Brand Manager – Sharon Hew
  • Art Director: Lim Kean Woei
  • Designer: Estelle Lai
  • Web Developer: Andrian Tam  
  • Production – Sotong Potong Studio

Mudah.my

  • Head of Marketing – Andrew Pinto
  • Communications Manager –  Jasvin Dhillon

30 SENIOR MARKETERS.
50 MARKETING CASE STUDIES.
2 DAYS LIKE AN MBA IN MARKETING!

APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival  showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 30 leaders in the Marketing industry who will put the presenter’s knowledge to the test in a unique Live Presentation environment.

Date:  6 & 7 July, 2017

Venue: Grand Ballroom, Eastin Hotel, Petaling Jaya.

Time:  8.30am – 6.00pm

To register, connect with Ruby on 0377262588, [email protected], or http://www.appies.com.my/files/Appies17_Conference-RegFORM.pdf

Event PDF: http://www.appies.com.my/files/Appies17_Conference.pdf


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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