MALAYSIA'S BIGGEST CAR SALE

TitleMALAYSIA'S BIGGEST CAR SALE
BrandMUDAH.MY
Product / ServiceMUDAH.MY
CategoryI08. Market Disruption
EntrantREPRISE Petaling Jaya, MALAYSIA
Idea Creation REPRISE Petaling Jaya, MALAYSIA
Production REPRISE Petaling Jaya, MALAYSIA

Credits

Name Company Position
Yennie Lim Reprise Digital Senior Social Manager
Dannial Zaharin Reprise Digital Social Media Specialist
Faiz Sabri Reprise Digital Social Media Specialist

Background

Malaysia was one of the worst-performing vehicle markets in Southeast Asia with sales falling over 26% to 106,000 units in Q1 of 2020. This was likely impacted by the Movement Control Order (MCO), or partial lockdown which was enforced nationwide in mid-March. In March 2020, total vehicle sales dropped by almost 60% to around 22,000 units, Mudah.my’s lowest since 2018. No vehicle sales were recorded in April as vehicle productions halted and dealers nationwide were closed. Second-hand dealerships were unequipped to run during lockdown. The second-hand car market still existed, but dealerships were shutting down, threatening this sector’s existence.

Describe the strategy

We watched as the Pandemic gripped the nation and forced consumers to shift from offline to online. Based on Mudah.my’s data, Malaysians were still actively browsing through the Car category despite the Movement Control Order, signaling pent up demand for cars as buyers weren’t able to head to showrooms or car dealerships. Mudah.my’s strategy was to change the way consumers bought second-hand cars with the aim of accelerating Malaysia’s recovery of the used/reconditioned car industry. We would move from ‘in real life’ to a social media driven facsimile experience that could still satisfy consumers’ need for a new vehicle. Something never attempted before – and Mudah.my was perfectly placed as a platform already renowned for its selection and wide range of cars. We saw the opportunity to connect the dots by matching car dealers, private sellers and potential interested buyers through what would become, Malaysia’s biggest ever online car sale.

Describe the execution

Malaysia’s Biggest Car Sale created a new norm in car purchasing when it was launched on 15 June 2020 for one month. Working together with over 1,600 car dealers, we showcased over 80,000 second-hand cars and motor vehicles available on Mudah.my, and connected potential buyers to second-hand car dealers virtually, and even had highly attractive car deals of at least 10% discount. To drive awareness, we reached and engaged target audiences by creating bite sized videos segregated by various car models and price ranges catering to different interests of potential car buyers. It was promoted via an extensive integrated marketing campaign all across Malaysia to build awareness and buzz for the good car deals that await potential car buyers on Mudah.my. Since this was also the first-ever attempt of its kind for an online marketplace, we also aimed to secure a spot in the prestigious Malaysia Book of Records.

List the results

Malaysia's Biggest Car Sale was a welcomed initiative from car dealers and car buyers alike. An estimated 9,963 cars were sold by over 2,071 participating car dealers during the campaign period. Key metrics include: • Revenue : +290% (Apr vs Ave. June & July 20) • Participating cars: + 90%, Target 5000 vs Actual 9963 • Monthly Active Users: +41%, 6.3mil to 8.9 mil • Leads: + 25% vs normal listing by non participating cars during campaign period • +RM1 Million PR Value in coverage Source: Internal Mudah Data As a result, Mudah.my became the first-ever marketplace to secure a spot in Malaysia’s Book of Records for Malaysia’s Biggest (Online) Car Sale.

Please tell us how disruption in your market place inspired the work

Malaysia was one of the worst-performing vehicle markets in Southeast Asia with sales falling over 26% to 106,000 units in Q1 of 2020. This was likely impacted by the Movement Control Order (MCO), or partial lockdown which was enforced nationwide in mid-March forcing Malaysians to stay home. In March 2020, total vehicle sales dropped by almost 60% to around 22,000 units, Mudah.my’s lowest since 2018. No vehicle sales were recorded in April as vehicle productions halted and dealers nationwide were closed. Second-hand dealerships were unequipped to run during lockdown as they had also relied on walk in customers. Dealerships were badly affected and at risk of shutting down, threatening this sector’s existence. Something needed to be done to salvage Malaysia’s used/reconditioned car industry.

Links

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