Lazada MY sets shoppers on a thrilling heist across KL for exclusive deals

eCommerce platform Lazada Malaysia sent shoppers on a thrilling hunt across KL and Selangor to "steal the deal" as part of its "always the better price" campaign.

As part of the campaign, "steal the deal - deals so good, steal it" saw shoppers embark on a hunt to stand a chance to find exclusive codes hidden in more than 15 strategic billboard locations. The locations included iconic spot such as Lot 10 Giant Cube, CuBig KLCC, the Federal Highway and bustling train stations such as KL Sentral and Masjid Jamek. 

The deals included dropped prices on electronics, luxury skincare and everyday essentials ranging from brands such as Dreame, Nivea, Samsung, SKII and more. 

Don't miss: How the Lazada 9.9 ads saved these 3 fictional characters trapped in a lift

To "steal the deal", shoppers simply needed to Google search #LazadaLegitMantulHeist to find a website. The website listed billboard locations displaying the hidden codes. When they visit these designated billboards, shoppers will then have to enter the code into the same microsite to collect vouchers. 

In conversation with A+M, Lazada Group's chief marketing officer Marcus Chew said the campaign's objective was to give consumers the thrill of grabbing unbeatable deals that no one else can match. It also wanted to take the opportunity to amplify its "lowest price guarantee" offering as part of our "always the better price" campaign. 

"Our eye-catching billboards will feature attractive deals all over KL for the public to grab. The public will engage in a heist to grab these exclusive deals across high footfall areas. These DOOH will feature unique code that can be used on the microsite to claim exclusive vouchers. Each DOOH will have a different code as the public race against time to snap up the deals," added Chew.

To add to the element of urgency, Lazada only had a limited quantity of deals to be claimed. 'Stolen' deals were updated on the DOOH as 'out of stock' for the day. 

"We wanted to engage with our consumers using an exciting theme or activity. The insight was that everyone loves a good deal, but even more so it's the thrill of having to work for it that makes it even more rewarding. Hence, we secured exclusively low prices just for our consumers where the products were tagged as 'lowest price guaranteed". This is a commitment to our 'always the better price' proposition," explained Chew. 

Meanwhile, in Singapore, the eCommerce platform put out mysterious ads at MRT stations and bus stops comparing local musings such as nasi lemak and nasi ayam, as well as coffees from coffee shops and cafes. 

Interestingly, the ads featured no branding or alluded to the company behind them up until a major reveal on 9 October. In conversation with MARKETING-INTERACTIVE, Lazada Singapore came forward to mark its claim on the mysterious ads, stating that it was part of its "Lazada - always the better price" campaign.

The campaign aimed to drive the messaging of lowest price guaranteed and that shoppers need not compare when prices on Lazada are always the best, Chew told A+M in a separate interview.

"Singaporeans are known to compare many things in life, from schools, grades, relationships, career, finances and housing. We are chronic over-comparers. This often leads to a lot of unnecessary stress," said Chew.

"Lazada's brand role is to let shoppers know that over-comparing many things in life may not yield any answers, especially when it comes to shopping as there's no need to compare when Lazada has the better price," he added. 

Related articles:  
Interview: Lazada's CMO on the haunted CCTV footage that was actually an ad  
Lazada PH encourages users to switch platforms in its latest 9.9 campaign  
This is what goes on behind the scenes of an ad, according to Lazada MY