VMLY&R COMMERCE and Carsome tap into Muslim consumers in new Hari Raya campaign

Creative Commerce company, VMLY&R Commerce has kicked-off its appointment as Agency of Record (AOR) for Southeast Asia’s largest integrated car e-commerce platform Carsome, in Malaysia, Indonesia and Thailand, with an exciting campaign for Hari Raya.

‘Setelus Raya Carsome’ (Make It A Transparent/Honest Raya with Carsome), is the first campaign from VMLY&R Commerce since it was appointed as Carsome’s 2021 AOR in April, following a competitive pitch.

Taking in insight from Muslim Intel Lab, VMLY&R’s data and insights hub which aims to help brands explore and understand the needs, aspirations, and behaviours of Muslim consumers, the campaign aims to reinforce Carsome’s brand promises of being ‘hassle free’, providing a service based on ‘honesty,’ ‘trust’ and ‘transparency’.

“A central theme that emerged was around the importance of transparency. That was the connection with Carsome’s purpose of transforming the used car industry, an industry traditionally marred by distrust. Add in a little dose of good old Raya family rivalry, and we have Setelus Raya Carsome!” said Chan Woei Hern, VMLY&R Executive Creative Director, Malaysia and Southeast Asia.

To bring this idea to life, VMLY&R created a humorous tongue-in-cheek digital brand campaign spanning film and radio, along with a full social media campaign, engaging influencers across Instagram and Facebook, along with the creation of digital ads for Grab, Facebook and Carousel to spread the message.

Commenting, Derek Tan, Chief Brand Officer at Carsome, said: “We are delighted to be working with the team at VMLY&R Commerce, who have succeeded in bringing the Carsome ethos to light in a way that is fun, relevant, meaningful and authentic to the true meaning of Raya. More than this, the campaign helps our customers to move ahead, safe in the knowledge that they can rely on our customer promise of transparency and authenticity when buying or selling their used cars.”