Lazada PH encourages users to switch platforms in its latest 9.9 campaign

Lazada Philippines is getting shoppers to switch to its platforms in its new campaign titled "Moonlit Metamorphosis: Make the Change" ahead of 9.9. 

The campaign, in conjunction with its 9.9 sales event, features digital out of home (DOOH) billboard ads alongside the Epifanio de los Santos Avenue in Manila. The ads first appeared to be glitching. Following which, a claw pops out to tap and crack the screen. 

After which a text appears urging viewers to search "#SwitchToLazada" on Google. 

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

Those who are successful in searching the hashtag will be able to land on the campaign microsite. When shoppers land on the microsite, they are encouraged to come back at 8pm from 3 to 7 September daily to collect vouchers to use for the sale, giving consumers ample time to gear up for the event and prepare their baskets. 

"We leveraged DOOH advertising to generate curiosity and drive search interactions. The strategy was centered on creating visually captivating unbranded videos, designed to catch the audience's attention in high-traffic areas. We incorporated bold visuals and engaging call-to-actions that led consumers to search for more information and land on the Lazada microsite for the 9.9 sale promotions," said Lazada PH when MARKETING-INTERACTIVE reached out. 

In addition, the campaign will see the eCommerce platform partner with key opinion leaders and its brand ambassador Anne Curtis as part of "National Budol Week" to encourage users to switch to Lazada. 

A series of videos have also been released on TikTok to encourage users to switch to Lazada.

In one such TikTok, a young woman is seen reading a book in bed. After reading, she scrolls on the Lazada app to shop for accessories. She is later seen putting on the items that she bought and tells viewers to switch to Lazada for National Budol Week and to shop on the platform for 9.9. 

"Our latest campaign stems from a desire to break free from the typical sales event marketing approach. We wanted to deliver something that not only captures attention but also sparks genuine conversation and engagement among our users and the broader community. By focusing on the entertainment factor and creativity, with a tinge of surprise element, we're moving beyond cookie-cutter campaigns and embracing a refreshing, unconventional style that resonates on a deeper level with our audiences. It's all about building connections and inspiring dialogue while offering a truly memorable experience," said Marcus Chew, chief marketing officer, Lazada Group. 

Similarly, Lazada Malaysia has released its own campaign for its 9.9 sales event and to encourage users to switch to Lazada.

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 - who later find themselves trapped with a group of werewolves. They all become safe from being attacked after proving to the werewolves that they are Lazada customers or have switched to Lazada. 

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. 

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