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Carousell HK taps DJ Ah Jeng, mother duo in a light-hearted CNY ad


Hong Kong – Bonnie Wong, known as DJ Ah Jeng for 903 FM, is featured alongside her mother in a fun and quirky Chinese New Year-centric advertising campaign by online classifieds platform Carousell in Hong Kong. In it, they motivate their fans to declutter to bring luck, and hope for a better 2022, by selling these second-hand items on the platform.

Throughout the video, Ah Jeng and her mother share a twist on the usual decluttering habits, by listing items to usher in different types of luck for the new year. For example, selling game consoles for better personal relations luck, and selling books for better career luck.

Said ad is part of Carousell HK’s ‘Spring Cleaning Week’ campaign to encourage Hong Kongers to declutter in a more sustainable way. Instead of throwing away items that are still in good condition, you can list them on Carousell for win-win outcomes: save the earth by reducing waste, and earning back money for giving out lai see, or the red envelopes given out during Chinese New Year.

From 7 to 23 Jan, users can list all their unwanted items from decluttering on Carousell to win exclusive CNY gift bags, which contain red packets, hand sanitizer and decor such as fai chun (a CNY-themed decoration with Chinese calligraphy) and a limited edition Carousell Mahjong set.

For Kevin Huang, managing director at Carousell Hong Kong, there is an untapped preloved earning potential in Hong Kong. Citing their own Carousell Recommerce Index, they discovered that each Hong Kong user has an estimated average of 43 unwanted items they store in their homes that could be sold.

“Chinese New Year is generally a time where people clean their homes, declutter and sometimes throw away many items that are still in good condition. Coupled with the traditions of buying everything new for the new year, there is a lot of waste involved. We want to encourage celebrating in a more sustainable way that is better for the environment, and also by encouraging people to do so in a practical manner that can spark change.”

He added, “List your pre-loved items on Carousell; save the earth and also earn back some money. For those who want to clear items quickly, you can also do so by listing items for free on Carousell in our Free Category.”

This campaign is reminiscent of Carousell’s previous regional campaign for Hong Kong and Singapore where they encourage users to declutter stuff and sell them at Carousell. For this CNY-themed campaign, it was made possible with influencer agency Cloudbreakr, creative agency Hungry Digital, and media agencies Essence and Wavemaker HK.

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