Lazada turns Orchard Road into a giant bingo playground in new campaign

Lazada Singapore has taken its 6.6 campaign to the streets with a wacky twist, rolling out a “6.6 bingo game” as part of its "Lazada 6.6 super wow sale".

In a series of Instagram videos, a man dressed head-to-toe in colourful plastic balls is seen standing in front of a life-sized bingo board covered in numbers. In one clip, he invites a passerby to play, assuring her that everyone walks away with a prize.

The passerby pulls a plastic ball from his outfit, only to be told she’s won a SMEG fridge. However, just as she unboxes her reward, a man springs out from inside the box, startling her in a humorous twist. The video ends with a call-to-action for viewers to visit Lazada’s website for a chance to play.

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In another video, the same human bingo host informs a contestant that some numbers come with dares. After picking a ball, the participant learns he must complete a challenge called “fashion disaster.” He’s then seen donning an eccentric costume and strutting down Orchard Road, enlisting a friend to join in the catwalk. The pair then walks away with S$66 in cash for their efforts.

In addition to the on-ground activation, Lazada is encouraging viewers to download bingo cards from its website and tune in to TikTok Live from 2 to 6 June at 8pm, where winners will be drawn in real time. A total of S$10,000 worth of prizes are up for grabs.

In conversation with MARKETING-INTERACTIVE, a Lazada spokesperson said that the brand wanted to bring the excitement to life in a way that is not only memorable but also interactive.

"While great deals are always at the heart of our campaigns, this time we took it a step further, by creating a fun, gamified experience that shoppers could actively engage with. It’s the first time we’re launching a real-time, livestreamed game where viewers can play along and win real prizes. What makes this activation unique is how it extends our campaign idea into something tangible, where Lazada delivers on the promise of real deals in a truly engaging format," said the spokesperson.

The spokesperson also noted that response to the campaign have been largely positive. Some netizens have praised the effort, calling it “good marketing.”

"The interactive element really shines through the microsite, which is where public participation happens. The Orchard Road stunt, on the other hand, was designed more as a content piece to drive attention back to the bingo experience online," added the spokesperson.

Meanwhile, the eCommerce platform is also gearing up for its 6.6 sale with a slate of interactive features, flash deals, and brand collaborations aimed at boosting engagement and wallet share.

More than 300 brands across beauty, fashion, electronics, sports, and home essentials will be participating in the campaign. As part of the activation, shoppers can expect stackable savings, personalised product recommendations, and daily surprises, powered by Lazada’s AI shopping assistant, Lazzie.

Lazada is also using this sales moment to spotlight movement and wellness ahead of "Lazada run 2025", which is slated for 27 July. Adidas, the main apparel sponsor, will be offering exclusive deals on performance footwear, activewear, and accessories curated for runners of all levels.

Shoppers looking to kickstart their fitness journey can also lean on AI Lazzie to recommend gear, recovery tools, wearable tech, and self-care essentials, blending convenience with performance.

"With the Lazada 6.6 super wow sale, we’re not just offering shoppers great deals, we’re turning it into a fully interactive experience. Lazada 6.6 bingo lets them play and win in real time, bringing the excitement of our biggest mid-year sale to life with over S$10,000 in prizes and platform vouchers up for grabs. At Lazada, we’re always looking for new ways to delight our customers and this activation is just one more way we’re making real deals even more exciting," said Marcus Chew, CMO at Lazada.

Lazada Singapore is no stranger to quirky campaigns. In March, the platform rolled out a character-led universe for its 13th birthday sale, introducing a new face to its brand world. The character, Hippo Bank, a pink savings bank, joined long-time mascot Lazzie in guiding consumers through the campaign, built around character storytelling and gamified engagement.

In December last year, Lazada drew inspiration from the hit Netflix series Squid Game for its 12.12 “All Out Sale". In a TikTok video series, a man dressed as a guard from the show delivered parcels and challenged residents to a game of scissors, paper, stone. Winners who beat him three times took home the “Queen stash”, S$500 worth of vouchers, while others begged for a rematch, or in one case, cheekily flirted with the guard.

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