Shopee: Super agent An Xun-Tui X Mei Yun-Hui

Online shopping platform Shopee employed a humorous play on words to convey its brand message to a YouTube audience in Taiwan.

Background & Context

Shopee has been actively promoting its "Shopee Reassuring Return" service in recent years, communicating the idea from different angles since 2022. Through this campaign, Shopee aims to raise awareness about the feature that "buyers don't need to pay for return shipping fees", ensuring consumers have a clear understanding of the return service, ultimately increasing their willingness to shop on Shopee.

As the regular promotional video does not align with Shopee's style, Shopee employed a homophonic pun, "Back off, Mei Yun-Hui," which sounds like "don't need to pay the shipping fee for returning the goods" in Chinese. This...

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