This shocking 'wedding-cheating' drama is actually a Lazada ad

Over the weekend, a video of a couple's wedding day went viral on TikTok. The video, taken seemingly from an invited guest, saw the bride and groom, named Cheryl and Wei Jie entering the hall and making their way to the stage dressed up in a The Princess and The Frog costumes. 

The event emcee passes the microphone to the bride Cheryl to share a few words. Cheryl begins by reminiscing the first time she met her now-husband at the school library and how they've always done everything together, including getting piercings and shopping at the same place. 

"Everyone thinks we're so perfect for each other but there's something I need to tell you. I know we promised to be loyal to each other, but I've broken our vows," said Cheryl as guests look at each other in shock and disbelief. 

Don't miss: Lazada CMO comes forward on the mysterious OOH ads which took Singaporean commuters by surprise 

As she admits that she hasn't been loyal, a man's voice can be heard calling her name. The video abruptly stops. Accompanying the video is the caption, "did the bride just admit to…”, teasing audiences with a cliffhanger and drawing them in. 

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 Cheryl. The groom and the guests erupt into laughter and gives Cheryl a big clap. 

The emcee takes the microphone back and tells viewers not to miss out and go low-yal. He later shares a promo code. The camera pans to a TV screen with the code and the parcel delivery man awkwardly standing in front of it. The delivery man attempts to get lower than the TV so as to not block the screen. The video ends with guests clapping and cheering. 

"The term 'Low-yal' is a cheeky wordplay on the word 'loyal', reflecting an action of choosing to shop the better sale on Lazada because of our lowest prices," said Marcus Chew, CMO, Lazada Group when MARKETING-INTERACTIVE reached out. 

"This creative concept of 'low-yalty' is the common thread in our campaign, beginning with our main campaign ad that features livestream sellers choosing to shop on Lazada because they simply have to be low-yal to the platform that offers the best prices – even cheaper than the products they are supposed to promote. This extends to our social activation which takes the concept to another level with added drama," explained Chew. 

The campaign is being rolled out in Singapore, Malaysia, Thailand, Vietnam and Philippines, each taking a local cultural nuance. 

"This time round, we sparked intrigue by focusing specifically on drama in a relationship and contextualising the key content piece within a familiar wedding scenario. The contrast of having a dramatic confession unfold within a celebratory event is what further added to the entertainment appeal of the video. By ending on a cliffhanger, audiences inevitably found themselves deeply invested in the story, setting the stage for a strong brand reveal," added Chew. 

Lazada has been releasing creative and engaging content to promote their sale campaigns in recent months. 

Earlier in October, the brand put out mysterious unbranded OOH ads at various MRT stations and bus stops around the country. 

The ads featured comparison statements which pit one Singaporean favourite over the other. For example, a set of ads showcased the statements "Nasi lemak is more satisfying than chicken rice" on one side of the MRT door, followed by "Chicken rice is more flavourful than nasi lemak" on the opposite door.

After the OOH ads caused a stir online, Lazada Singapore came forward to stake its claim, stating that it was part of its "Lazada - always the better price" campaign.

The campaign aims to drive the messaging of lowest price guaranteed and that shoppers need not compare when prices on Lazada are always the best, Marcus Chew, chief marketing officer of Lazada told MARKETING-INTERACTIVE. 

"Singaporeans are known to compare many things in life, from schools, grades, relationships, career, finances and housing. We are chronic over-comparers. This often leads to a lot of unnecessary stress," said Chew.

"Lazada's brand role is to let shoppers know that over-comparing many things in life may not yield any answers, especially when it comes to shopping as there's no need to compare when Lazada has the better price," he added. 

The second phase of the campaign, held from 9 to 16 October, saw the statements cancelled out in pink, with the Lazada logo plastered over it. On the logo, it reads 'Still comparing? #EndComparison. When it comes to price, there's no need to compare. Shop on Lazada for always the better price' and a QR code which consumers could scan while waiting for their commute. 

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