Mudah.my brings Malaysia’s favourite plumber back in Chinese New Year campaign
Malaysia's largest online marketplace Mudah.my, has launched ‘Uncover Prosperity’ a cheeky Chinese New Year campaign by Isobar Malaysia. The campaign uses ‘Ho Ee Ki’ as the core creative strategy, encouraging people to let go of the old to usher in prosperity, and sell items on Mudah.my instead. Since launch, the campaign online TVC has garnered more than 6 million views on YouTube and Facebook combined and shared close to 2K times on Facebook.
The online video uses the common Chinese association between luck and numbers, and encourages people to ‘Uncover Prosperity’ by selling on Mudah.my, instead of relying on chance to improve their good fortune.
‘Uncover Prosperity’ brings back the popular singing Plumber and other characters from the award-winning advertisement in 2017. In this years film, the singing plumber has developed the skills to predict lucky numbers. He sings along with the Mudah.my family about the lucky number 32665, at the end revealing how the number spells “Mudah”.
In 2017, the Ho Ee Ki campaign set out to encourage people to sell their unused items on Mudah my ahead of Chinese New Year. The campaign resulted in a 213% increase in “value for money” evaluations on Mudah.my (YouGov Brand Index, 2017) with listings increasing by 7% versus 1.7% average monthly rate.
By tapping into a common cultural event, the 2017 film received 5 million views within a month, and was shared 22,000 times), defining “Ho Ee Ki” as a common phrase in the lead up to Chinese New Year.
On whether there was added pressure to develop something even better this year given the massive success of last year’s campaign, Sanyen Liew, Executive Creative Director for Isobar Malaysia, commented:
“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.”
The videos are currently live on Mudah.my’s Facebook and YouTube pages, Spotify (audio) and via web banners on Mudah.my.