|Brand||KED.AI (1337 TECH)|
|Product / Service||MOBILE/ONLINE SHOPPING|
|Entrant||McCANN 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|
|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|
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.
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.
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.
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!