#MarketingEventsAwards 2020 highlight: Lazada Indonesia crosses eCommerce with esports

Winning the all three colours, gold, silver and bronze at MARKETING-INTERACTIVE’S Marketing Events Awards 2020 was Lazada Indonesia which hosted a first-of-its-kind game and contest challenge on its livestreaming platform. The team bagged the gold for Best use of games/contests, silver for Best use of sponsorship and bronze for Best use of live streaming.

The campaign was split in three parts from 2 December to 11 December 2019, 24 February to 6 March 2020, and 19 May to 30 June 2020. The key objective was to engage male Gen Z and Millennials via esports.

Challenge:

The key challenges identified for the brand were:

• Strengthen Lazada’s branding as ‘shopper-tainment’ destination
• To position Lazada as the best platform to the esports fanatic, to fulfill their needs
• To engage male Gen Z and Millennials in Indonesia
• Esports identified as one of the best methods to engage; most male Gen Z / Millennials are gamers

Strategy:

The team decided to hold a first-of-its-kind hosting game and contest challenge on Lazada’s livestreaming platform. It also decided that pre season, there would be teaser and hype videos created to drive awareness and attention.

The campaign was promoted via EVOS Esports KOL’s on their social media channels which allowed viewers to watch the excitement and experience head-to-head matches with their favorite game streamers online.

Execution

Activations included talent search scouting programme for the next Mobile Legends and Free Fire professional esports player for EVOS Esports.

Viewers could also discover tips, tricks and gaming knowledge straight from the esports pro players / KOLs and stand a chance to collect vouchers and participate in a fun mini competitions to win prizes. Training camps were created where gaming knowledge was shared by professional esports players and streamers.

International and local media were also tapped to provide awareness by supporting the campaign with PR blitz Execution.

Results

The campaign achieved more than 15,000,000 impressions via EVOS’ KOL’s Instagram and an average engagement rate of over 11% on the KOL’s Instagram. There were over a million views on Lazada’s livestream platform, LazLive. Meanwhile, the teaser/hype video generated 5,615,309 views on YouTube.

The campaign was also covered extensively on local media platforms.