Carousell Kickstarts Single’s Day Campaign by Encouraging Users to Sell

Carousell kickstarted its Single’s Day campaign after 11/11, but that’s not the only twist. 11/11 may have whipped shoppers into a buying frenzy, but Carousell, the region’s fastest growing peer-to-peer classifieds platform, is going the other way.

Instead of encouraging more spending with sales, they are encouraging users to sell. Partnering with creative agency 72andSunny Singapore, Carousell has just launched Asia’s first ever post-11/11 Remorse Fest.

Launching in Hong Kong on 12/11 and in Singapore yesterday 15/11, the festival aims to turn buyers into sellers, so everyone can post and sell the purchases they regret on the app.

Whether these are from impulse and binge-buying or to make space for new purchases, buyers can turn remorse into returns in a sustainable way.

While e-commerce platforms like Shopee and Lazada may use celebrities like Jackie Chan and Hyun Bin, recommerce marketplace Carousell has revived local favourites – Singapore’s Karung Guni and Hong Kong’s Sau Mai Lo (收買佬) – both iconic rag-and-bone figures as the ambassadors of Remorse Fest.

Singapore’s Remorse Karung Guni is played by local comedian and content creator Hirzi Zulkiflie, armed with his trusty loudhailer inciting one and all to sell on Carousell.

In Hong Kong, visual inspiration of the Sau Mai Lo is used to emphasise Carousell as the modern version that allows you to sell anything and anytime. Charismatic local DJ Bonnie Wong (Ah Jeng) joins in the on-ground activation across the island to share how easy it is to snap, list and sell.

In both cities where shopping is a favourite pastime, Remorse Fest serves as an antidote to throwaway consumption culture. 7 in 10 Singaporeans buy new clothes once every 6 months (source: 2019 DBS survey of 1,060 Singaporeans) while Hong Kong has seen rising waste disposal levels over the last decade.

"Last year, we took to the streets to boycott 11/11. This year, while other brands were busy shouting about their 11/11 sales last week, we reminded our users that they can consume sustainably, even while shopping for 11/11 sales. We understand buyer’s remorse deeply, and we’re reminding users that we’ll be here for them long after the flash one-day sales, not just for the lowest prices and deals all year around, but we’re also here for them to earn their money back from purchases or any decisions they may regret,” said Cassandra Leong, head of regional marketing, Carousell. 

Daniel Ko, creative director, 72andSunny Singapore added, “As a self-confessed chronic shopaholic, I must admit that this was inspired by what people like me need – I’ll definitely be turning some of my remorse into Carousell listings.”