Malaysian Media Awards Winners Showcase

2019 | |

Making 11.11 Great Again

Advertiser: Lazada
Brand: Lazada
Creative Agency: -
Credits: -

The Challenges
Lazada was the first to start the 11.11 sale in Malaysia many years ago. Since then all and sundry have covertly tried to usurp Lazada and take ’11.11′ as their own. This started to affect our Gross Merchandise Value growth and we needed to turn this around and claim what is ‘rightfully’ ours.

Insight, Strategy and the Idea
How could Lazada minimise GMV leakage to other players on 11.11? How could they ensure customers would stay and buy on their platform and not look elsewhere? Instead of just shopping on Lazada, why not incorporate some entertainment? Maybe throw in some enticing prize giveaways? After all, Malaysians love watching and engaging with content. With this, we gave birth to the Lazada 11.11 Super show and positioned Lazada as shoppertainment. Where’s the fun in just plain old shopping? The live super show had to be on the eve of 11.11 to drive interest, engagement, awareness and of course, shopping on 11.11 itself.

Media Execution
We partnered with Media Prima to create the “Lazada 11.11 Super Show”. This live show premiered on the eve of 11.11 from 10pm to midnight and was broadcast simultaneously on TV3 and NTV7 with a simulcast on Youtube, Facebook Live, 11 Big Tree Powerscreens and on the Lazada app. It was the super show of the year! We brought in artistes from Korea (KARD), Indonesia (Afgan) and featured live performances from Ziana Zain, Amy Mastura, De Fam, Haqeim Rosli and many others. We integrated “ShakeShake” and “Slash It” moments where the audiences at home and at the studio could download and engage with the Lazada app. We wanted to provide the perfect shoppertainment experience. We attracted big time sponsors like Volkswagen and L’oreal who ran contests on the Lazada app to give away a car on national TV and a trip to Paris respectively. The show’s pre hype was done from 1st November via the following platforms:
• MP Radio
• RevAsia platforms like Oh Bulan and Says
• Lazada App
• Facebook
• YouTube
• Big Tree Digital Screens
• 50+ KOLs that were part of the TV Show

Results and Effectiveness
3 months of nonstop planning paid off as 11.11 Super Show earned the title as the Biggest Branded Content ever in Malaysia. The overwhelming success were in the results:
• The live show reached over 5,000,000 viewers (tracked)
• More app downloads during the 3 hours of the show than in the previous 1 month cumulative
• Over 100,000 Shakes during the MegaShake segment
• 2x more Gross Merchandise Value and Daily Active Users achieved compared to 2017