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By Taruka Srivastav, Reporter

September 30, 2019 | 2 min read

Online second-hand marketplace Carousell has unveiled its first brand campaign to attract a regional audience.

The brand campaign titled 'Everyone Wins', created by 72andSunny Singapore highlights how two sellers can mutually benefit with transactions. The campaign so far has been rolled out only in Singapore and the Philippines. It will launch in other markets including Hong Kong and Malaysia in the coming months.

The film will run across OOH, digital, social, and includes assets that leverage targeted digital and OOH media to deliver hyper-contextualised messages.

Siu Rui Quek, co-founder and chief executive of Carousell said: “We’ve always believed that each of our 70 million transactions goes beyond dollars and cents. Our mission is to inspire every person in the world to start selling, so as to create opportunities for anyone to unlock possibilities with their unused items.

"Our new tagline, ‘Everyone Wins’, speaks to what Carousell is all about, and what makes us unique. In today’s world of a shared democratised economy, we hope to inspire a different way for people to sell and buy with one another.”

Cassandra Leong, brand lead, Carousell said: “Inspired by user stories from our platform, our brand campaign showcases more than just celebrating successful transactions – it begins with individuals starting out with their own goals and finding a way to use Carousell to make it work for their circumstances.

"As the only mobile classifieds platform that enables peer-to-peer communications, we've created a series of communications that show the possibilities that Carousell can unlock for our users.”

Daniel Ko, creative director, 72andSunny Singapore said: “At 72andSunny Singapore, we’re passionate about growing the next generation of Asian giants. Carousell is a modern progressive brand, and we’re proud of this work born out of a truly collaborative partnership.”

Ahead of its recent revamp of its new logo and brand positioning, Carousell spoke to The Drum about why the platform is operating on a largely ad-dependent model, with advertising currently one of Carousell’s main revenue streams.


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