Singapore – Regional classifieds group Carousell has launched a new awareness campaign which transforms real customer reviews into a song and dance interpretation of said service. The campaign is conceptualised by independent creative agency UltraSuperNew (USN) Singapore.
For the campaign, Carousell sourced the best reviews from satisfied customers, and turned them, word for word into songs that sang the praises of the home services. For this campaign, the services toilet cleaning and floor repair were used for the ads.
The spots feature Andrew Marko and Zulfiqar Izzudin, members of up-and-coming theatre collective Patch & Punnet, who act and sing the reviews.
Speaking about the campaign execution, Heng Xiao Qi, Singapore country marketing manager at Carousell explained that the problem they faced was how to make a functional yet generally perceived as unexciting category such as home services fun and also stand out amongst competitors.
“When USN suggested using reviews as a creative concept, we were instantly sold as it really doesn’t get more authentic than to hear straight from the users’ mouths,” she said.
Meanwhile, Haziq Hussain, senior account manager at USN, commented, “The task at hand was to tell Singaporeans about how Carousell, other than being an online marketplace, had this amazing Home Services offering that not many people knew about. The solution was surprisingly enough, right in front of us in the form of the actual reviews. And of course, we just had to turn them into full-blown song and dance performances in true USN fashion.”