Lazada’s trippy Mother's Day campaign gets straight to the point

Lazada Singapore has launched its Mother’s Day campaign to not only remind customers to show their appreciation for their mothers, but also highlight its Mother’s Day sales to encourage customers to purchase gifts.Titled "What do mums really want for Mother's Day?" the campaign involves a video produced by UltraSuperNew Singapore, in collaboration with Vadbibes, Homeground Studios and Youtiao666. Watch it here:Since its posting last Tuesday, the video garnered over 324k views, 4.4k reactions, 3,029 shares and 910 comments at the time of writing.It takes a jab at inspirational and reflective-style campaigns which feature heartwarming conversations taking place on couches. In the video, the mother character sits on a couch to talk about what she wants from her son for Mother’s Day. The video then morphs into a rap song with psychedelic colour treatments and supporting appearances from content creator duo Youtiao666.In a conversation with Marketing, Andrea Baronchelli, chief marketing officer of Lazada Singapore said that this time, the company adopted a different approach by targeting a specific audience – namely working adults and young adults or teenagers. In the past, many of Lazada’s campaigns emphasised on our selling points, such as its free delivery and sales tactics.“But we wanted to be different from the traditional heartwarming messages surrounding Mother’s Day, something that resonated with this group. After some brainstorming, we thought a satirical spin would work – and it did!” Baronchelli said.According to Lazada, the video has been one of its most successful videos to date, with 322,000 views, 823,000 reach and 19,000 engagements thus far.