Alibaba-owned Lazada has partnered with Singaporean beatboxer Dharni Ng as an extension of its hyperlocal approach to marketing campaigns and brand activations. A Lazada Singapore spokesperson said to Marketing 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”.
In a bid to constantly come up with new and exciting ways to engage with brands and shoppers, Ng fronted Lazada's 9.9 shopping season and created a music video in line with the campaign theme "Discover deals for every side of you". The video aims to showcase different sides of Ng, from beatboxer to chef to hardcore gamer, as well as Lazada’s 9.9 offering. Ng beatboxes the unique sounds made by objects found in everyday life, while simultaneously showcasing the breadth of products available on Lazada.
Besides the beatboxing video featuring Ng, which has been published on Lazada's social channels including Facebook, Instagram and YouTube, the eCommerce platform engaged 98.7FM radio DJs to beatbox" sounds of common home appliances on air and invited listeners to guess the items. Listeners who guessed correctly were also rewarded with Lazada vouchers.
In addition to bringing onboard beatboxer Ng, Lazada engaged Singaporean influencers Xiaxue, former Mediacorp actress Patricia Mok, Wang Weiliang of Ah Boys to Men fame, and Constance Lau from Crazy Rich Asians for its livestreaming activities on its platform. "Our aim is to emphasise that Lazada is a brand for Singaporeans, by celebrating local heroes and brands they can identify with," the spokesperson said.
Lazada previously collaborated with six local influencers on Instagram to embody its refreshed brand identity. Content creator Preetipls was chosen to manifest the playful dimension, for the daring and bold dimension, tattoo artist Victoria Woon and competitive race car driver Claire Jedrek were chosen, while muay thai boxer and competitive wake surfer Caxsandra Tan was handpicked to represent the brand’s insatiable and desirable personality, and both professional ballet dancer and co-founder of BalletBody Alison Carroll and musician Sandra Riley Tang manifested the limitless factor.
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