Malaysia’s buy & sell online marketplace, Mudah.my is running 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, one of the major festive celebrations in Malaysia.
Conceptualised 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.
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 3.1 million views on Facebook along with more than 13K reactions, 2.1K shares and 340 comments. Meanwhile, the video on YouTube has garnered more than five million views (as of June 20, 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, said, “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.”
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’.”
To further engage users, Mudah.my is also conducting mini-contests on 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 15s videos that drive traffic to goodbyegoodbuy.my and Mudah.my.