Lazada opens the vault to blind-box thrills in birthday campaign

eCommerce giant Lazada Malaysia has kicked off its annual birthday sale with its “Lazada epic birthday surprise” campaign. The campaign, centered around the theme "Lazada breaks our bank, so you don't have to break yours", features a playful twist on the classic unboxing experience which has made waves through Asia. 

Tapping into the trend as inspiration, Lazada sent unbranded blind boxes in the form of a mini vault to 100 influencers in hopes of sparking curiosity about its birthday sale. These key opinion leaders (KOLs) and micro-influencers then share their process of unlocking the mini vaults on social media using Lazada’s birthdate as the code. Inside, they find a mini hippo bank and Lazada vouchers within. 

Don't miss: Lazada unveils 'Hippo Bank' in character-led universe campaign

As a part of the experience, Lazada also launched an online microsite “vault”, where participants are invited to choose from eight different hippos to uncover daily vouchers and “Lazzie cards”. To stand a chance to win one of the 13 prizes worth RM21,000 in total, players must share their Lazzie cards on TikTok while highlighting where the character, Lazzie, is within the image. 

In addition, the “Epic birthday surprise” campaign included an on-ground unboxing event at MyTown Kuala Lumpur, where members of the public can collect stamps on “Lazzie cards” to win vouchers and prizes.

A mysterious giant vault was also set up for the “hippo vault challenge”, among other activities. Anyone who succeeds in retrieving the “Hippo bar” would stand a chance to win the grand prize.  

In tandem, central to the campaign is Lazada’s new Hippo Bank character. The character was featured in Lazada Singapore’s character-led campaign for its 13th birthday sale too. The character is a pink savings bank and is the newest friend to Lazada’s long-standing mascot Lazzie.  

Over in the Philippines, Lazada’s birthday sale generated a significant buzz with its Hippo pabitin challenge. Random locations in Metro Manila saw the sudden appearance of Hippo Bank pabitins, a playful spin on the traditional Filipino birthday game, pabitin. Passersby were invited to participate, by grabbing the Hippo Bank without breaking it. 

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