Universal McCann and Ensemble Worldwide unleash the force with ‘Mudah.My Sell Wars

Universal McCann Malaysia (UM) and Ensemble Worldwide have devised a new campaign for client Mudah.my leveraging on the hype related to the release of the new Star Wars movie.


The YouTube-specific ‘Mudah.my Sell Wars’ campaign places banner ads urging consumers to visit Mudah.my, Malaysia’s largest marketplace. Through AI technology, ads are specifically served across Star Wars related content and trailers, with Star Wars inspired copy across various categories including cars, property, jobs, electronics, games & consoles, mum & kids, and hobbies & collectibles.

Executive Creative Director, Chan Woei Hern said, “At ensemble we love being at the forefront of demonstrating how data, technology and storytelling can intersect. When a chance to play with this new tech came about, we knew we wanted to play with its capabilities within the Mudah.my’s galaxy. The timing was perfect with the hype of Star Wars, and of course it helps that there’s a huge fan-base right here as well.”

The technology behind the campaign is Mirrors by SilverPush. The Artificial Intelligence-driven Context Detection Technology identifies brand logos, faces, emotions and objects to detect any Star Wars content in YouTube and accordingly serve in-video ads to enhance user experience.

Andrew Pinto, Head of Marketing for Mudah.my said, “We are always on the lookout for ways to push the boundaries of effective advertising. With more than 8 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 ‘Mudah Sell Wars’ campaign runs till 31 st December 2019.


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