How the Lazada 9.9 ads saved these 3 fictional characters trapped in a lift

Lazada Malaysia is encouraging shoppers to switch to Lazada in its latest 9.9 campaign.  As part of the campaign, the eCommerce platform tapped into elements of horror in an online advertisement. The ad features three individuals in a lift - a Lazada delivery man, a woman and a delivery man in an orange shirt. 

The lift breaks down and its doors opens to reveal a group of werewolves. The werewolves storm into the lift, seemingly trying to attack the passengers. 

Don't miss: Interview: Lazada's CMO on the haunted CCTV footage that was actually an ad

The Lazada delivery man shows his phone with a Lazada 9.9 ad on it. In response, the werewolves smile and move on to their next victim - the woman. 

The woman quickly reveals another Lazada 9.9 ad on her phone and is safe. When the delivery man in orange picks up his phone to reveal the text "9.9" against an orange background, he gets attacked. 

The werewolves tear his orange shirt apart to reveal a blue shirt underneath. The delivery man also quickly swipes on his phone screen to show a Lazada 9.9 ad too. The ad ends with all three lift passengers showing off their phones with Lazada 9.9 ads and the werewolves happily dancing behind them. 

In addition to an ad, Lazada sent out unbranded boxes to 10,000 of its best customers. Within the unbranded boxes lie a wooden puzzle to be solved. Upon solving the puzzle, a hidden code will be revealed that will unlock a Lazada microsite when consumers search "Switch to better" on Google. 

Those who are successful will be rewarded with an exclusive voucher that they could use for Lazada's 9.9 mega brands sale.  The campaign also saw the release of DOOH ads and tie ups with KOLs to amplify the campaign.  The DOOH ads around Kuala Lumpur featured a giant QR code in which Malaysians can scan to reveal mysterious surprises and rewards. 

Meanwhile, the brand worked with KOLs such as Amirul Fahmi and Izzah Nasirah where they each were seen unboxing and solving the unbranded mystery box. 

Across the border, Lazada Singapore took guerilla marketing to a scary level in anticipation of its 9.9 sale. The campaign, titled "[9.9 Mega Brands Sale] Scarily Good Deals", started with a video posted on TikTok under the user @hoosi3ryourdaddyhuh during the Hungry Ghost Month in Singapore. 

The TikTok video featured a haunted CCTV footagewhich showed a blue package being dragged down the corridor by an unseen force. 

A microsite was also revealed where customers had to search "Lazada package CCTV" on Google to find the site. 

The microsite featured daily voucher drops and an extended version of the "haunted" CCTV footage. The extended version of the footage revealed that it wasn't a ghost, but Lazada's mascot Lazzie all along.

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