Carousell SG launches cheeky film comparing secondhand phones to prospective partners

Category classifieds and recommerce marketplace Carousell Singapore is raising awareness of its Carousell Certified Mobile services with a cheeky new campaign video that compares considering a secondhand device to finding a partner.

The campaign was done in partnership with creative agency Bread Butter Bacon and will span across social and OOH assets to instill trust in consumers considering a secondhand phone purchase.

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“Our goal was to communicate the essence of trust and reliability in a lighthearted and emotionally engaging way, which most of us can relate to as children or parents,” said Sarah Inez Pratomo, creative group head at Bread Butter Bacon.

The short film features a young woman being grilled by her parents about her boyfriend that she has brought home for the first time.

After being asked about his stamina, processor and whether he is responsive to her touch, the man turns into a mobile phone as the woman reassures her parents that there is no need to worry because she got the phone from Carousell Certified Mobile.

With the tagline “more nitpicky than your demanding parents”, the film emphasises that customers will be reassured with Carousell Certified Mobile’s checking system that gives one’s phone more scrutiny than parents with a prospective son or daughter-in-law.

"Our goal at Carousell is to make buying and selling secondhand items as trusted and convenient as buying brand new items," said Lam Xin Ni, the marketing manager at Carousell Singapore in a statement.

The Carousell Certified Mobile is a 40-point check system by either Carousell or Carousell Certified Partners to certify the condition and functionality of each secondhand phone, said Carousell. 

The service further promises users confidence when shopping for secondhand phones with a free one-month warranty that can be extended up to 24 months, seven-day free returns and free delivery.

The campaign comes in the wake of rising eCommerce scams as the number of eCommerce complaints increased by 54% in the first half of 2023 as compared to the same period last year despite an 8% drop in general consumer complaints, according to the Consumers Association of Singapore’s (CASE) mid-year consumer complaints report.

The report revealed that CASE received 1,703 complaints involving online purchases in the first half of 2023 as compared to 1,107 complaints in the first half of 2022.

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