Lazada - 11.11 Digital Communication Campaign

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THE CHALLENGE

Among mega sales campaigns, 11.11 is regarded as the most important one with huge investment and the collaboration with Seventeen - a popular K-pop group as Lazada's newest regional brand ambassador in 2021.

Correspondingly, the brand needed a Digital IMC proposal to promote its key message of "11.11 - Biggest one-day sale". However, since the scope and materials of Seventeen are limited, we were requested to employ our local ambassadors Lan Ngoc and Tran Thanh in the development and rolling out of ideas and activities.

THE SOLUTION

First, we kicked off the campaign with the Seventeen TVC as our key asset, which was localized in terms of lyrics and vocal (by rapper RZMAS) as well as super.

At the same time, to further enhance awareness for our 11.11 campaign, we released a KV and an iTVC directed by Le Thanh Son, which featured our local ambassadors Lan Ngoc & Tran Thanh dancing to the beat while delivering our USPs.

Next, we initiated a social challenge called "The biggest photo contest" to interact with the audience and strengthen our "biggest" position in their mind. Specifically, this challenge asked people to creatively take a photo of themselves with a big item of their choice for a chance to win big vouchers. In addition, they could tag their friends and dare them to join this fun movement.

Our engagement with the audience kept escalating with the introduction of a dance cover contest called "The biggest dance", which leveraged signature moves in the Seventeen's TVC.

Finally, in order to turn our campaign into the talk of the town, we presented the first-ever 3D billboard in Vietnam to grab headlines and reinforce our message of "11.11 - The biggest one-day sale".