and Isobar encourage Malaysians to let go of unused items this Chinese New Year and sell online marketplace,, recently launched two light-hearted online TVCs to encourage Malaysians to de-clutter ahead of Chinese New Year.
The campaign theme, #HoEeKi, which means Let It Go in Hokkien, was derived from the creative insight of how Chinese people are known to hoard household items and clothes as there is little motivation and avenue for them to let go of the items. And so, the campaign aims to get people to sell their unused items on
MUDAH.MY2.jpgThe videos were conceptualized by Isobar Malaysia, which recently won a rebranding campaign pitch to help identify and lock down a brand proposition. The videos are currently running on's Facebook and YouTube pages, Spotify (audio) and Redbox.
Mudah.my3.jpgThe first video (Gym) went live in Facebook on 15 December 2016 and currently has more than 2.3 million views, with over 2.6K shares. The second video (Ah Ma) went live on 20 December 2016, and so far, it has been viewed more than 1.2 million times, with over 6.2K shares. Overall both videos have collectively garnered more than 11.5K reactions while comments from viewers are also very encouraging (see screengrabs further below). Meanwhile, on's YouTube channel, both Gym and Ah Ma collectively have more than 1.7 million views. (as of 16 Jan 2016)
Mudah.my4.jpgAndrew Pinto, Head of Marketing,, explains: " already has a very strong following amongst Malay consumers in Malaysia and we wanted to tap on the Chinese New Year festivities to broaden our appeal with the Chinese consumers as well. We are very happy with the end product as it has enabled us to engage and connect with more consumers in Malaysia and in turn helping them connect with more buyers and sellers across the country."
Credits -
Isobar Malaysia
Executive Creative Director - Liew Sanyen
Group Account Director - Jean Tang
Account Manager - Sharon Hew
Production - Sotong Potong Studio Sdn Bhd
Scriptwriter - Liew Sanyen, Wong Chin Wei, Gary Hor
Head of Marketing - Andrew Pinto
Marketing Manager -  Jasvin Dhillon

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