Real User Reviews - Carousell | Clapboard Ad Archive

Carousell’s 2022 Real User Reviews campaign, created by UltraSuperNew Singapore, boldly spotlights its Home Services category through a refreshingly theatrical and user-centric approach that transforms authentic customer feedback into musical performances, amplifying the platform’s unique value proposition of connecting users directly with service providers without intermediaries. Operating within the competitive eCommerce retail services space, Carousell leverages genuine user testimonials to foreground trust, transparency, and ease of access, positioning itself as a reliable destination for both new and secondhand home service solutions across Greater Southeast Asia. The campaign’s creative execution, anchored by performances from emerging theatre collective Patch & Punnet, eschews conventional narrative or problem-solution storytelling in favor of what Clapboard’s taxonomy identifies as FORMAT#7—Presenter Testimonial—where real users’ voices are brought to life verbatim in a lighthearted, musical style that serves as both endorsement and entertainment. This inventive format lends a humanizing layer to the transactional nature of home services, engaging digitally savvy Singaporean consumers on platforms such as YouTube, Facebook, and Instagram where they actively seek peer recommendations. The campaign’s flagship digital film, A Real Carousell Home Services Review: Toilet Transformer, exemplifies this blend of creativity and authenticity by delivering a user’s enthusiastic review as a catchy song, reinforcing Carousell’s promise of affordability, diversity, and reliability in its home services offerings. Strategically, the campaign extends beyond mere awareness by instilling confidence through social proof, while culturally rooting itself through collaboration with local theatre talent, thereby enhancing relevance and memorability within the crowded classifieds and service marketplace. Carousell’s focus on direct peer-to-peer interaction and the elimination of middlemen is clearly communicated through these performances, which function as straightforward testimonials but are enlivened by their theatrical presentation to break through advertising clutter. The campaign earns 59/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how integrating genuine user experience with creative performance can redefine testimonial advertising and deepen consumer trust in digital marketplaces.