FOR SALE

TitleFOR SALE
BrandKED.AI (1337 TECH)
Product / ServiceMOBILE/ONLINE SHOPPING
CategoryA01. Posters
EntrantMcCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Entrant Company McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Advertising Agency McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA

Credits

Name Company Position
Richard Irvine Mccann Worldgroup/Mccann Erickson M'sia Chief Creative Officer
Jerome Ooi Mccann Worldgroup/Mccann Erickson M'sia Creative Director
Chang Chun Boon Mccann Worldgroup/Mccann Erickson M'sia Art Director
Keane Low Mccann Worldgroup/Mccann Erickson M'sia Art Director
Jerome Ooi Mccann Worldgroup/Mccann Erickson Msia Art Director
John Dorairaj Mccann Worldgroup/Mccann Erickson M'sia Creative Group Head/Copywriter
Chang Chun Boon Mccann Worldgroup/Mccann Erickson M'sia Designer
Keane Low Mccann Worldgroup/Mccann Erickson M'sia Designer
Chang Chun Boon Mccann Worldgroup/Mccann Erickson M'sia Illustrator
Nur Iman Omar Mccann Worldgroup/Mccann Erickson M'sia Client Service
Jimmy Ong Mccann Worldgroup/Mccann Erickson M'sia Print Producer
Dayang Norrafida Mccann Worldgroup/Mccann Erickson M'sia Agency Producer
Arsyan Ismail KED.AI Founder/Ceo

Brief Explanation

To meet KED.AI's objective, we were presented with several challenges before producing the end result. It had to be: • Cost-efficient, • Simple, • Present in spaces where our target audience congregate (artisan cafés, boutiques, etc.), and • Effective in its design to capture the interest of a niche target audience.

The Brief

Today’s Malaysian hipsters have a taste for the quirky, outrageous and whimsical. Yet locating such goods for sale is anything but easy. Ironically, sellers of the same find it just as difficult to find their buyer. KED.AI (meaning ‘store’ in Malay), is the online marketplace that connects both parties with a simple download of an app. With it, sellers need only snap a picture of the object for sale and it is immediately filed and categorized in KED.AI’s database, for buyers to view. The brief: Make KED.AI’s service known to hipsters who love buying and selling the unusual.

How the final design was conceived

The visual narrative was to be literal scenes of art imitating the life of buyers and sellers finding each other online: Typically a long, tedious and exhausting process. The design approach had to be something that appealed to our target audience. With them in mind, the campaign took on a look that represented the Malaysian hipster best; a combination of the quirky and the whimsical, through its characters and detail. All the while keeping things slick and simple, much like the service KED.AI’s handy little app provides.

Indication of how successful the outcome was in the market

The posters were placed in the hipsters typically congregate, for high visibility and maximum impact. To date, launch of the ‘FOR SALE’ campaign attracted over 290,000 curious visitors to the KED.AI homepage. And an average of 8 app downloads per week on the Apple App Store alone!