and Isobar Ask Malaysians to Let Go of Old Stuff for Chinese New Year

Malaysia’s largest buy & sell online marketplace,, recently launched campaign spots 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,” according to the release. “And so, the campaign aims to get people to sell their unused items on” 

The 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.


“ 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,” said Andrew Pinto, Head of Marketing, “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.”

According to the release:


The 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.


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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