Carousell and UltraSuperNew Singapore create song and dance from customer reviews – Campaign Brief Asia

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Online marketplace Carousell has launched a new digital and OOH awareness campaign through UltraSuperNew Singapore to highlight its home services offering. Well known in Asia as the leading classifieds group in the Southeast Asian region for new and used items, they wanted more people to know about their Home Services category, a network of service providers to which customers can apply directly, instead of going through intermediary companies. .

The campaign takes a light theatrical approach to both executions by taking real user reviews and letting them do the talking…literally. They got the best reviews from happy customers and turned them, word for word, into songs singing the praises of home services.

The spots feature Andrew Marko and Zulfiqar Izzudin, members of up-and-coming theater collective Patch & Punnet, who perform and sing the reviews.

Carousell and UltraSuperNew Singapore create song and dance based on customer reviews

Heng Xiao Qi, Singapore National Marketing Manager at Carousell, explained that the problem they faced was how to create a functional but generally perceived as uninteresting category, such as home services, and stand out from the competition.

“When USN suggested using reviews as a creative concept, we were immediately won over because it really doesn’t get any more authentic than hearing directly from users.”

Haziq Hussain, Senior Account Manager at USN, said, “The task at hand was to tell Singaporeans how Carousell, apart from being an online marketplace, had this amazing home service offering that not many people knew about. The solution was quite surprising, right in front of us in the form of the actual reviews. And of course, we just had to turn them into full-fledged song and dance performances in true USN style.

The films will be broadcast on YouTube, Facebook and Instagram.



Customer: Carousel
Heng XiaoQi, Pinky Chng, Lam Xin Ni
Agency: UltraSuperNew Singapore
Directors: Tomo Murakami, Marc Wesseling
General Manager: Sarah Emmanuel
Main Account Manager: Haziq Hussain
Main Account Manager: Veknesh Rajasekaran
Creative Director: Shivram Gopinath
Main artistic director: Widad Ismail
Artistic Director: Jessica Heng
Lead Writer: Ming Swee Koh
Production company: AMOK Pte Ltd
Executive producer: Nicholas Guan
Producer: Mervyn Yap
Director: Lynn Tachihara
Production Coordinator: Ng Weng Yao
Production Assistant: Tey Xue Qu
Editor: Darren Baker
Colorist: Chin Wen Khien
Director of photography: Ashley Tan
Camera Assistant: Leong Wei Ching
Scenographer: Albee Yeo
Prop Master: Kayon Kwa
Artistic Assistant: Kok Jian Liang
Clothing designer: Amer Mok
Makeup artist: Eric Tan
Lighting team: Kayson Lau, Muhammad Afiq Bin Aris
Sound Design: Merge Adventures into Audio

Carousell and UltraSuperNew Singapore create song and dance based on customer reviews
Carousell and UltraSuperNew Singapore create song and dance based on customer reviews

Joseph P. Harris