Lazada SG pulls out all stops for 11.11 marketing with condo unit giveaway

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Lazada Singapore is going all out for its upcoming 11.11 shopping festival, giving away a one-bedroom condominium unit at Normanton Park, co-sponsored by PropNex. Normanton Park is an upcoming residential development located next to Kent Ridge Park valued at SG$1,000,000. To generate excitement for the giveaway, Lazada will be rolling out the marketing campaign across various platforms such as TV, radio, digital ads, OOH activations, social media, and more.

To qualify for the giveaway, shoppers will have to collect golden keys through various missions and games on the Lazada app, which will commence on 1 November 2021. Each key gives shoppers one chance at winning the giveaway, and shoppers can collect up to 34 keys in the app.

Shoppers can also increase their chances of winning by purchasing the PropNex edition of Monopoly in the Lazada store. "The game is specially curated with Singapore real estate rules and the winner is declared in an hour, with in-depth knowledge of real estate investment. This partnership is part of our branding campaign in building our brand equity and we are thrilled to be part of this mega event this year," said Ismail Gafoor, CEO of PropNex Realty.

Lazada will also leverage on the giveaway's grand prize to launch a #LazWinACondo TikTok dance challenge, which will take place from 26 October to 10 November 2021. Participants will have to showcase their creativity in imagining a scene from their first night living in the condominium. Lazada will then select 11 winners, who will win SG$1,111 worth of vouchers. MARKETING-INTERACTIVE has reached out to Lazada for additional information.

James Chang, CEO of Lazada Singapore, said that it wants to inject something new and more exciting for its shoppers to look forward to this year. "Our key focus to support our sellers to thrive in the online space has never wavered, and to thank our shoppers for supporting us, we went and looked for the biggest reward we could find in the market, to show that eCommerce opens up all kinds of possibilities," he added.

Ramping up to 11.11, Lazada also recently named South Korean boy band SEVENTEEN as its first regional Happiness Ambassadors. The 13 member K-pop group will be starring in Lazada's latest 11.11 film, which transports the boy band into Lazada World, a dynamic and fantastical realm filled with larger-than-life everyday objects and exclusive 11.11 rewards. The group will also perform at Lazada's virtual concert on 10 November, which will also feature top local celebrities across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines.

Appearances include Wang Lei, Jasper La and chief discount officer, Royce Lee from Singapore, Nora Danish and Dayang Nurfaizah from Malaysia, Agnez Mo, Tiara Andini and Via Vallen from Indonesia, Bright Vachirawit – Win Metawin, Billkin Putthipong – PP Krit and JJ Kritsanaphum from Thailand, Tran Thanh and Ninh Duong Lan Ngoc from Vietnam and Alden Richards, Bea Alonzo, Maine Mendoza from the Philippines. Separately, Lazada brought on board Marcus Chew as group CMO last month, succeeding Mary Zhou who is moving on to an internal role.

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