Lazada and Mediacorp's symbiotic content-commerce tie-up for National Day

Southeast Asia eCommerce platform Lazada has tied up with media network Mediacorp for a content-commerce partnership. The collaboration will culminate in a National Day Mega Sale that will be held from 8 August to 10 August.

Under this partnership, Lazada’s sellers will be offered Mediacorp’s assets including television and radio spots, as part of marketing packages to amplify their engagement with consumers and drive sales. According to a press release, the Lazada-Mediacorp deal will serve as an online service for sellers looking to create customisable content and campaign assets. Marketing has reached out for additional information.

In a press conference, Parminder Singh, chief commercial and digital officer, Mediacorp said it will be utilising 35 different platforms, as well as over 30 personalities and KOLs involved for this partnership. He added that there are three outcomes both companies are looking to achieve: to create value for consumer in terms of content and commercial value, help sellers on the Lazada platform gain more commercial transaction, and to boost commerce landscape. The Lazada-Mediacorp partnership will be focused on the National Day Mega Sale for now, according to Singh.

In the lead-up to the National Day Mega Sale, Mediacorp celebrities and influencers under Bloomr.SG, an advertising platform under Mediacorp, will be engaging customers online by hosting Lazada’s “GUESS IT” game show, where personalities like Mediacorp DJs Kimberly Wang, Gerald Koh and Sonia Chew will guide audiences in guessing the correct prices of featured products with hints. These interactive one-hour shows will be produced and filmed by Lazada and livestreamed on its app.

Additionally, there will also be a daily countdown corner bug on Mediacorp’s channels, namely Channel 5, Channel 8, Suria, Vasantham, CNA, and Channel U, to drive anticipation for the sale. Consumers will be prompted while watching TV shows on Mediacorp’s channels during the National Day Mega Sale to shake their smartphones and receive rewards-redemption “coins”, which is a currency in the Lazada app that can be exchanged for vouchers. Lazada and Mediacorp will also produce and drive tactical call-to-action messages, including the use of immersive L-shaped ads and "Time of Day" banners that will be displayed on Mediacorp’s channels.

Carey Chong, chief operating officer, Lazada Singapore said it was a "natural" partnership with Mediacorp with the changing commuting patterns due to COVID-19, adding that the media company has diversified its customer touchpoints into the digital realm with innovative advertising solutions. "We can’t wait to see how we can tap into Mediacorp’s content-creating expertise and personalities to create an unforgettable shopping experience for Singaporeans during the National Day festivities, while helping retailers who have chosen Lazada as their e-marketplace of choice to reach new customer bases," she added.

Singh said the partnership ties in with Mediacorp’s mission to drive innovation, create greater value for its customers and generate new revenue streams. "The lifestyles of our consumers are evolving, driving stunning growth in both eCommerce and media consumption. We are uniquely placed to address the new needs of consumers and commercial clients given our proven proficiency in storytelling, our transmedia reach and our prolific pool of talent. With the leaders in content and commerce joining hands, both merchants and shoppers will benefit and the commercial engine will get a well-timed boost as the country progresses towards economic normality.” 

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