Lazada MY's cryptic clown turns KL into a carnival ahead of 6.6 sale

Ahead of its "6.6 super wow sale", Lazada Malaysia has turned heads across the Klang Valley with a series of cryptic clown-themed activations that left road users scratching heads.

For three days leading up to 5 June at noon, unbranded billboards featuring a stark clown visual appeared across high-traffic areas in Kuala Lumpur.

The teaser image, strikingly eerie yet playful, is a part of the wider strategy for Lazada’s “Match & win” activation, a carnival-themed contest designed to boost engagement during its "6.6 super wow sale", which runs from 31 May to 8 June 2025. Once the campaign was fully revealed, the clown character was unveiled as the central figure of Lazada’s carnival storyline.

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Beyond billboards, the campaign took a hyperlocal, experiential twist. Lazada’s clown character made surprise visits to selected influencers’ homes, delivering campaign materials in person. The stunt fuelled buzz on TikTok and Instagram, with content using hashtags such as #LazadaMY and #Lazada66MatchAndWin.

The home visits were featured in a series of social videos, where a clown can be seen showing up at influencers' doorsteps with balloons in an eerie way, and later jump-scaring them by popping bright pink balloons in front of their faces.

However, amidst remnants of the popped balloon, influencers were able to find a 6.6 "Match & win" card, with the videos ending with a call for audiences to search up "Lazada 66 match & win" online. 

Upon finding the microsite, participants will be able to download a digital game card and stand a chance to win prizes worth up to RM40,000, including vouchers, gadgets, and beauty products. All users will also receive a RM6 voucher for use during the sale period, which ends on 8 June. 

The campaign also extended into on-ground activations, where curious passersby stopped to investigate a mysterious pink box placed in the middle of an outdoor shopping area. Those who went up close, were jump scared by a visual of a clown. The clown on screen later proceeds to call them around the box, only to jump scare them yet again by walking out of the box himself.

It doesn't end there, as passersby were given a third scare as the clown popped a pink balloon in front of their faces, to reveal the "Match & win" game cards. These activations added a street-theatre element that blurred the lines between digital marketing and physical performance art.

The activation aligns with Lazada’s regional campaign direction, which embraced a carnival theme for its 6.6 sale across Southeast Asia. The use of a clown, a universally recognisable symbol of entertainment and curiosity, allowed the brand to generate early intrigue before transitioning into full campaign reveal mode through branded content and sale promotions.

By blending traditional OOH media, influencer engagement, and gamified contest mechanics, Lazada has presented yet another intriguing campaign, following its recent “Lazada epic birthday surprise” campaign for its annual birthday sale.

The campaign, centered around the theme "Lazada breaks our bank, so you don't have to break yours", features a playful twist on the classic unboxing experience, paired with influencer engagements, on-ground activations, and a gamified microsite too. 

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