Within this, they discovered an unexpected trend.
People were not just dealing on the app - they were making friends.
One listing led to another: Drone geeks found racing buddies. Hand-painted clocks found new fans. Sneakerheads found new queue-mates for the latest drop.
Transactions were bringing like-minded people together, sparking conversations and building communities spontaneously. And this was something to be proud of.
We took the stories of Adam & Aunty May, and Rachel & Jen to Singapore, Malaysia, Hong Kong and The Philippines, and celebrated the colourful personalities of Carousell through their iconic chat UI.
Digital ad spaces were turned into interactive meeting points, so that people could find each other online and offline.
A robust OOH plan showed everyone the possibilities of the platform.
