Mudah.my, a Malaysia online marketplace, has created another campaign to follow up on its 2017 Ho Ee Ki campaign.
The campaign, named ‘Uncover Prosperity’, brings back characters from last year’s video to encourage people to let go of the old and to usher in prosperity. This year’s ad focuses on lucky numbers with a twist as he Chinese community commonly associate numbers with luck and prosperity.
It also wants to encourage people to ‘Uncover Prosperity’ through their own efforts of selling on Mudah.my, instead of relying on chance (numbers).
“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,” said Sanyen Liew, executive creative director for Isobar Malaysia.
“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.”
According to YouGov Brand Index, the 2017 Ho Ee Ki 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 ( more than five million views within a month) but also share the video (more than 22,000 shares).
It was also The Drum's Creative Works APAC of the Week last year, during the month of Chinese New Year 2017.