Malaysian Media Awards Winners Showcase

The Challenges
APP ENGAGEMENT VIA TRANSIT MEDIA
Every advertiser shouts till their hoarse on 11.11. Lazada didn’t want to be part of the noise in 2018. Although they used to use LRT and MRT trains stations to create awareness for previous 11.11s, this year they wanted to engage with the audiences in real time and measure attribution using transit media.

Insight, Strategy and the Idea
BRIDGING THE GAP BETWEEN MOBILE AND TRANSIT MEDIA
The consumer insight was that people have a very high propensity to use their phones while they are waiting for their LRT or MRT trains. This provided us with a window to engage with audiences at the right moment. The strategy was to test Lazada’s newest feature, “Scan the Logo”, on the train station platform doors. To do this, a user had to use Lazada’s in app scanner to scan the logo on the train. This would take them to a customized brand page with countless discounts and voucher codes. This allowed us to track the entire user journey from point of scan and after.

Media Execution
SCAN AND SHOP IN REAL TIME
Lazada chose 10 different MRT stations over a period of 2 weeks. There would be instructions on how to scan the logos and what they could expect to receive from Lazada on the MRT station walls.

Results and Effectiveness
TOUCHPOINT THAT PAYS FOR ITSELF
Lazada saw over 4,000 real time engagements which drove 2 key objectives; higher number of daily active users before sale day and thousands of people adding items to their shopping cart before 11.11. We were able to close the loop having realised over 1,000 checkouts. This led to the highest ever 11.11 sales day.