Interview: Lazada SG takes 'Squid Game' to homes in gamified campaign

Lazada Singapore is taking Squid Game to the homes of consumers in its latest 12.12. campaign. Titled "Lazada 12.12. All out sale", the eCommerce platform is challenging users to a game of 'scissors, paper, stone' to win the 'Queen stash' (SG$500 worth of vouchers).

In a series of videos posted on TikTok, a man in a pink poncho mimicking the guard from the popular Netflix series Squid Game, is seen delivering parcels to residents. He latest asks them if they are "game or no game" to play the childhood game and stand a chance to win the 'Queen stash' if they beat him three times in a row. In the videos, some players are seen winning the queen stash, while others beg for a second chance. One resident even made a move and flirted with the guard. 

Meanwhile, online, users can play a virtual game of 'scissors, paper, stone' and stand a chance to win vouchers too. In addition, shoppers can also interact with the platform's latest AI powered virtual assistant AI Lazzie to join the Lazzie Chat Hunt to win up to SG$888 in LazCash daily.

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"Lazada 12.12 All out sale" is in line with previous campaigns where Lazada adopted an entertainment-first approach to cut through the noise. This time, the platform gamified the experience with a nostalgic game of 'scissors, paper, stone', making it easy, fun and inclusive. "The fundamental aspect of the gameplay where players are going all out to win big, also tie in with our efforts to go all out with the best deals as we celebrate 2024 coming to a close," said Marcus Chew, CMO, Lazada Group when MARKETING-INTERACTIVE reached out.

"Globally, we are witnessing a growing trend of gamification across various entertainment programmes, from Fitness 100 to Culinary Class Wars. To bring forth the same spirit of entertainment and competition, we are riding on this trend to create excitement among shoppers to encourage them to go all out to grab the best deals," added Chew. 

In addition, Lazada released an ad featuring a queen with a pale orange screen as a face. The screen reads "12.12 sale". The queen is seen angrily asking her magic mirror "which is the best sale of them all". In response, the mirror reveals a princess with a pink screen as a face. The screen reads "12.12 Lazada". The princess is seen happily dancing while three others also with pink screens as faces posing and waving. The screens read "free shipping", "up to 90% off" and "lowest price guaranteed". 

The angry queen then screams "switch me". The princess then reaches out of the magic mirror and swipes the queen's face from orange to pink, making the angry queen smile. The ad ends with both the queen and the princess dancing. 

"The concept was inspired by one of the most beloved classic fairytales. A queen looks into the mirror and asks who is better. In a playful twist, we reimagined this scenario to highlight how Lazada offers the best deals—so good, even the queen would transform herself and join the hunt for lower prices," said Chew.

"In continuation from our main campaign ad, we leveraged the queen's stash - her Lazada haul - in our 12.12 all out showdown activation in order for shoppers to have a stake and also go all-out to win vouchers. A simple game with big rewards. A lot to win, but also a lot to lose so we are inviting the audience to make their move and play via the microsite," he added. 

Chew explained that this appeals to the 'now or never' consumer mindset during the end of the year where unfulfilled goals have to be fulfilled now. "Thinking of upgrading your home? Furnish it with Lazada. Want to pick up a new hobby? Get the equipment on Lazada. Want to eat clean? Get your kitchen tools and necessities sorted with Lazada," said Chew. 

This campaign comes after the brand released a video that went viral in November for its "Lazada 11.11 biggest sale of the year" campaign. The campaign saw a video of a couple's wedding day that went viral. 

The video, taken seemingly from an invited guest, saw the bride and groom entering the hall and making their way to the stage dressed up in a The Princess and The Frog costumes. The bride is seen reminiscing the first time she met her now-husband only to admit that she hasn't been loyal. A man's voice can be heard calling her name and the video abruptly stops. 

In conversation with MARKETING-INTERACTIVE, Lazada Singapore confirmed that the viral video is part of its brand-new marketing campaign titled “Lazada 11.11 Biggest Sale of the Year - Go Low-yal” designed to engage consumers in a unique and relatable manner. Following the buzz, Lazada released the full version of the video which revealed that the man calling out Cheryl's name at the wedding is a Lazada delivery person. "Sorry babe, I haven't been loyal because I've been low-yal to Lazada which has the lowest prices during 11.11," said the bride. 

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