Lazada glams up for 12.12 sale in regional campaign

Lazada has launched a regional campaign to drive buzz around its 12.12 sales tomorrow. Together with The Secret Little Agency (TSLA), the spot features a family going about their daily lives. The male protagonist comes across the 12.12 ad on his mobile and shoots out hearts to his family members who instantly glam up.

The campaign breaks across six markets including Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines. The campaign includes a full 360 scope comprising the development of a regional integrated creative playbook for easy application across digital, social, merchant and experiential assets.

Mary Zhou, Lazada Group chief marketing officer said that the company wants to end 2019 with a "bang" and the Lazada 12.12 Grand Year End Sale is another opportunity to bring customers’ wishes to life.

“The year-end festive season brings with it a magical spirit that conveys feelings of excitement, joy and love – something we want our shoppers to experience too. As we celebrate the year end with our loved ones, 12.12 is also a day to celebrate our love for shopping and the magical feeling of empowerment we get from our favourite brands and products," she added.

Meanwhile, a spokesperson from TSLA said the team wanted to remind audiences that magic was at their fingertips and it is as easy as snapping their fingers to make their wish lists come true with Lazada. "We had a lot of fun breaking away from traditional narratives of festive campaigns to deliver excitement and magic to audiences,” the spokesperson added.

Lazada and TSLA’s last collaboration was for Lazada’s 11.11 Shopping Festival, which saw an increase of over 10 million total users, and 26 brands making over US$1 million in sales in just 24 hours. In the lead up to Singles’ Day, brands in Malaysia took to Instagram to flex their muscles and bantered over who would be the most beloved brand among consumers as part of Lazada’s Battle of the Brands.

Prior to that, Lazada partnered with Singaporean beatboxer Dharni Ng as an extension of its hyperlocal approach to marketing campaigns and brand activations for 9.9 sale. A Lazada Singapore spokesperson said to Marketing then that as a homegrown Singaporean artiste who pursued his dreams to be a champion beatboxer, Ng aligns with Lazada’s brand attitudes – bold, challenging, playful, desirable, as well as its tagline “Go Where Your Heart Beats”.