In a statement to A+M, Astro Radio's spokesperson said Lazada has been a long time commercial partner and it was looking for an out-of-the-box way to cut through the clutter. "Besides a commercial campaign to drive top of mind recall, Lazada also opted for a creative buy to take over our top three brands for a day in an effort to disrupt and reach our 11.5 million fans of ERA, HITZ and MY," the spokesperson said.
A+M has reached out to Lazada for comment.
The 12.12 sale is part of Lazada's Online Revolution campaign which was first launched in 2012. The three-day spending spree aims to introduce consumers to the convenience and value of online shopping. During this year's Singles' Day, Lazada saw more than 400,000 participating brands and merchants. Also, more than five million viewers and 50,000 fans in Malaysia and Thailand joined the Lazada 11.11 Super Show.
Meanwhile, over 50 million vouchers were given through popular games including “Shake It, Slash It, Wonderland” campaign pages and voucher channels in the run up to Lazada 11.11 Shopping Festival. Lazada's parent company, Alibaba Group, amassed US$30.8 billion of gross merchandise volume (GMV) during the November shopping festival, marking a 27% increase compared to 2017.