Lazada Malaysia has taken a colloquial and light-hearted approach in the videos for its Merdeka Day campaign titled “Kita Merdekawan“. Done together with Reprise Digital, the videos depict three individuals with their Malaysian personality shining through following their purchases on Lazada.
With the tagline “Malaysians will always be Malaysians”, each video takes on a different aspect that customers look at when considering a purchase – German technology for an automatic gate, Texas Grilling for a BBQ set and Swiss Precision for a clock – but relate back to the uniqueness of Malaysians and how they use each of these items.
Across the videos, audiences are also able to find hidden clues for special Lazada vouchers and promotions that are related to the Merdeka theme. Viewers are encouraged to find the clues which can be keyed into the Lazada app to receive the voucher.
The Merdeka campaign kicked off under Lazada’s new brand positioning themed “Go Where Your Heart Beats”. The videos were deployed across Instagram and Facebook alongside the Lazada app and website, allowing deals to be pushed throughout the Merdeka month, whilst embracing the “Malaysian-ness” in all consumers.
CMO Diana Boo said the roll out of the campaign has connected with Lazada’s customers on a very personal level and demonstrated the Lazada experience in true Malaysian fashion. “It also reflects our recent brand refresh and reinforces our mission to become a lifestyle destination for all Malaysians – delivering more than just goods to consumers,” she added.
Kevin Le, executive creative director of Reprise said, “Kita Merdekawan speaks to the heart of every Malaysian and stays true to the brand promise. It is meant to convey the message that we are united as friends, and patriotic at heart.”
He added that the team managed to find a way to merge those two ideas in a creative manner, and the videos that have rolled out tickle the funny bone in a way all Malaysians can relate to.