Posted on by Raihan Hadi
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VMLY&R COMMERCE and Carsome tap into Muslim consumers in new Hari Raya campaign
01 Jul
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.”
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 2024 to May 2025
