Mudah.my used to be the go-to spot for big-ticket items like cars and property. But it was fast becoming irrelevant to younger customers who frequently traded smaller items.
We were tasked with helping the brand maintain its relevance to a new generation of buyers and sellers.
With our target audience in mind, we wrote a song that reflects how they spoke, liberally using colloquial language and slang - and set the song to an emotional video.
This video then led viewers on a digital journey to our microsite, where they could then generate a shareable “breakup letter” for their items from 1 of 50 templates that followed the humorous style of the song. Giving them something for their social platforms, plus an instant spot on Malaysia’s largest Marketplace.
Executive Creative Director : Liew Sanyen
Creative Group Head : Chinwei Wong, Celestine Lau
Senior Copywriter : David Lim
Art Director : Lim Kean Woei
Designer : Estelle Lai
Programmer : Andrian Tam
Client Services Director : Jean Tang
Associate Account Director : Sharon Hew
Lead Strategist : Tanvi Singh
Production : Sotong Potong Studio