Kuala Lumpur, Malaysia – myTukar, the Malaysia-headquartered trade platform for used cars, has recently unveiled a fresh new branding identity with the aim to reflect its strengthened branding and capabilities as part of the regional CARRO network. Ahead of the platform’s revelation on the rebranding, myTukar partnered with content agency Ensemble Worldwide to tease and build momentum around the launch through the #BetterTukar campaign.
The teaser campaign featured giant orange boxes with QR codes placed in various locations across the country. The unboxing started in Plentong, Johor Bahru during the myTukar 2022 AutoFair, then moved on to the Klang Valley area, and went north to Gurney Plaza, Penang, ending at the myTukar Retail Experience Center in Puchong. Mobile boxes were also seen across the other locations in Ipoh, Taiping, Alor Setar, Johor, and Penang.
Derrick Eng, CEO of myTukar, said, “The improvement to myTukar is beyond rebranding; we have integrated our capabilities, business, data intelligence and technical knowledge with our parent company, CARRO, to bring even better value to our customers. The Ensemble team has helped to present this venture in a brilliant and unconventional way as we look to introduce our rebrand to Malaysians.”
myTukar’s creative rebranding exercise, which includes new looks and colour schemes, is designed to reflect the CARRO parent company’s focused vision and direction to become Asia’s top used car ecosystem in the Southeast and beyond. The company prides itself on the services under its ecosystem, including financing, reconditioning & retail, wholesale & warranty, as well as after-sales maintenance, assuring end customers peace of mind that the cars they get are as good as new.
Norman Tang, creative director of Ensemble Worldwide, commented, “The teaser campaign to get the entire country to unbox is a first of its kind and lent an air of mystery to the campaign. We know Malaysians have been through a lot the [past] 2 years, and we’re at the endemic stage where recessions are looming, we set out to delight our customers with some relevant prizes. The all-new brand appearance of a fresh take in the growing used car industry is just the beginning, with a series of exciting new changes in store for myTukar as part of the CARRO network.”
The giant orange boxes with QR codes allowed lucky participants to stand a chance to win prizes worth up to RM20,000, with higher-tiered prizes revealed with more scans, adding a community element to unlock the best prizes. The teaser campaign also featured a microsite.