Lazada SG dangles 10 SIA First Class tickets in birthday bash marketing push

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Lazada Singapore might have dazzled consumers with last year's 11.11 condominium giveaway but it is not letting the momentum slow down. The eCommerce platform is handing out 10 Singapore Airlines First Class return plane tickets as part of its Epic 10th Birthday celebrations. Winners will be able to fly to any destination in the world that’s part of the Singapore Airlines network.

The prizes are part of Lazada’s 10th birthday celebrations, which culminate in a mega sale on 27 March. Lazada has already kicked off the marketing campaign for its 10th birthday, which will run across TV, radio, digital ads, OOH, social media platforms, and activations, among others.

Lazada is offering shoppers up to 27 collectable Golden Tickets, which increase the chances of winning. Golden Tickets can be earned through completing tasks within the Lazada app, including playing the Lazzie Star game daily, achieving level milestones within the game, and inviting new Lazada customers to play Lazzie Star. The final step is to make a purchase on Lazada’s Epic Birthday on 27 March to qualify for the lucky draw.

Lazada Singapore CEO, Loh Wee Lee, told MARKETING-INTERACTIVE that similar to its condo giveaway last 11.11, the company sees such campaigns as a great way to reward loyal shoppers who have enjoyed the Lazada platform over the past decade.

Although this was only announced two days back, Lazada has already seen heightened interest in the Lazzie Star page since launch. According to Loh, this is a clear sign that shoppers are eager and excited to win as many golden tickets as possible to stand the highest chance of winning the first-class tickets. "We always enjoy positive feedback from shoppers who are excited and engaged with initiatives like this which leads us to run them time and time again," he said.

A giant Lazzie installation will also be located outside Ngee Ann City as part of its birthday campaign marketing. The eCommerce marketplace will also be giving out QR codes at various hawker centres, carparks, and even Sentosa, allowing customers to scan and receive freebies.

In addition to the First Class return plane tickets, Lazada Singapore will also be hosting a 10-hour non-stop livestream to countdown to the Birthday sale, starting on 26 March at 2 pm. Headlined by popular local artistes such as Royce Lee and Joakim Gomez, shoppers can collect shopping vouchers, win prizes and interact with celebrities and Lazada’s Birthday Ambassadors during the livestream. The marathon livestream will end with Lazada’s chief discount officer, Royce Lee, giving a sneak peek at the deals that will go live at the stroke of midnight.

Representing Lazada for its 10th Birthday celebrations are Singaporean singer-songwriter Linying, TikTok star and Taekwondo champion Ng Ming Wei, as well as gaming and esports host Victoria Cheng.

Lazada went all out for last year's 11.11 shopping festival by giving away a one-bedroom condominium unit at Normanton Park, co-sponsored by PropNex. Retired hawker Chow Meng Cheng took home the coveted prize after spending only SG$3.41 on Aloe Vera Gel and a digital voucher for Nasi Lemak during the campaign period, while at the same time collecting five golden keys while playing the Lazzie Star in-app game.

Lazada Singapore CMO Wook Kwon told MARKETING-INTERACTIVE previously that the team was pleasantly surprised that the winner was the 70-year-old former hawker Chow given its platform is frequented by a large number of younger digitally savvy customers who make the most of the festive shopping period. While the giveaway did garner Lazada plenty of PR value, Kwon stressed that it was never the company's intention. Instead, it was focused on contributing to consumers' lives and adding value to them.

Meanwhile, in line with its mission to always offer personalised experiences to consumers, Lazada Singapore's CEO Loh Wee Lee hand-delivered the new Samsung Galaxy S22 smartphone to one of its customers last month. The company partnerd with Samsung for a pre-order initiative and Loh went a step further to recognise the shoppers that have used Lazada to purchase new devices.

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