Lazada sparks viral frenzy with Hippo Pabitin challenge across Metro Manila

Lazada's Birthday Sale has generated significant buzz with the Hippo Pabitin challenge, an on-ground and social media campaign in the Philippines. Designed to harness curiosity, virality, and Filipino cultural traditions, the activation sparked conversation in the lead-up to the shopping event.

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, attempting to grab the Hippo Bank—but with one rule: "Don't break it!"

The activation was strategically filmed and shared across social media, triggering speculation and engagement among online audiences. As excitement grew, Lazada unveiled the message behind the campaign: "You don't have to break the bank with our amazing birthday deals," a release said.

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Videos of people scrambling to grab Hippo Banks from pabitins flooded social media. As part of the celebration, Lazada is giving away 1,000 Hippo Banks filled with prizes and vouchers.

Lazada's grand reveal quickly gained traction, landing on TikTok's trending list. According to internal monitoring, the campaign also trended four times on X (formerly Twitter).

By blending cultural relevance with digital virality, Lazada's Hippo Pabitin challenge aims to leave Filipinos both entertained and eager to shop.

Between 21 March and 25 March, 50 winners will be selected daily to receive a Lazada Hippo Bank, packed with prizes worth up to 30,000 pesos (US$520).

In Singapore, the eCommerce giant also introduced Hippo Bank as a quirky companion to Lazzie, the long-time brand icon. The campaign kicked off with a playful ad where Hippo Bank and Lazzie convince a young girl to wait for Lazada's 13th Birthday Sale instead of smashing her coin bank for a gift.

Beyond the ad, the campaign extended into real-world interactions. A viral TikTok video showing spilled pink boxes and a street-side commotion left audiences guessing—until thousands of Hippo Banks arrived at homes across the city-state.

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