Multimedia marketing - MOCCA fail

Yikes.

Online classifieds are nothing new, but in 2007, Mediacorp singapore launched "mocca.com", an online multimedia marketing site. The word "Mocca" is a short form acronym which stands for "MediaCorp Online Communities and Classified Advertising".

The site allowed users to create and post up their own multimedia advertisements for products or services.

Classified advertisements can be posted on MOCCA for free except in two categories: property and vehicles. Ads in those two categories are charged at 50 cents a day, with a minimum duration of 14 days. (real clever as that equals $7 right up front payment).

These paid ads can have up to 10 images and a video link.

The free ads in other categories can have images and videos too. Up to 2 images and 1 video link. Advertisers can upgrade these ads by paying a similar rate to the vehicle and property category ads. 50 cents a day (S$7 for the minimum 14 days duration) and upload up to 10 images.

All ads can also be further enhanced, at a cost of S$2 to S$4 a day, by having them highlighted on the category or main home pages.

While it might have been an innovative idea on paper, the execution of the idea is just...........funny. Initial advertising for the site (as seen in the video link above) was met with laughs and jokes.

Basically, no one took the idea seriously. No one took the site seriously.

AS of now, its popularity is no where near that of other marketing sites. Most ads on the site are traditional word ads with very few actual multimedia ads that mediacorp originally intended that users post.

Therefore, as a multimedia marketing site, Mocca.com is a complete failure.
A joke, just like how its advertisements make it out to be.