What's your lucky number this CNY?

Mudah.my makes it “mudah” for you to uncover prosperity this Chinese New Year 
Malaysia’s largest online marketplace, Mudah.my has collaborated with Isobar Malaysia to create a fun and creative ad for Chinese New Year.
Carrying on with the campaign theme of Ho Ee Ki, which is meant to encourage people to let go of the old, to usher in prosperity, this year’s ad focuses on lucky numbers with a twist. The Chinese community commonly associates numbers with luck and prosperity.
Here is the video:

This formed the campaign idea of encouraging people to ‘Uncover Prosperity’ through their own efforts of selling on Mudah.my, instead of relying on chance (numbers).
To date, the video has garnered more than 5 million views on YouTube and Facebook combined and has been shared over 1,200 times on Facebook.
“The original team was really happy to come together again and produce another piece of work for Mudah.my. We had a lot of success last year, so the team felt excitement rather than pressure. It’s hard to come by such chemistry and relationship among the clients, agency, production and talents, but that’s exactly what we have here, and it shows in the output of what we have produced, ” said Sanyen Liew, Executive Creative Director for Isobar Malaysia.
Last year’s Ho Ee Ki campaign set out to get people to sell their unused items on Mudah.my ahead of Chinese New Year.
The campaign exceeded expectation and garnered a 213% increase in “value for money” evaluation* with listings going up by 7% versus 1.7% average monthly rate. Aside from that, its relatability (common habit of hoarding) drove audiences to not just watch (>5 million views within a month) but also share the video (>22,000 shares), making the “Ho Ee Ki” phrase hugely popular leading up to Chinese New Year.
 


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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.

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