Malaysian Media Awards Winners Showcase

The Challenges
HOW TO OUTSHOUT SHOPEE WITHOUT OUTSPENDING THEM?
While 11.11 is big for Lazada, 12.12 acts almost as an ancillary campaign with lesser budgets to compete against the likes of Shopee who are known to outspend Lazada. During 12.12, Lazada decided it needed to stand out so as not to be drowned by Shopee’s spending advantage.

Insight, Strategy and the Idea
1st EVER HIJACK OF RADIO STATIONS
To continue the momentum from 11.11, Lazada needed to be heard on 12.12. Literally. The strategy was to consolidate spends and go very very big on radio and chase impact. The idea was to stage a full takeover of all major Astro radio stations, Era FM, Hitz FM and MY FM on 12.12.

Media Execution
THE ONLY RADIO STATION ON 12.12
We took over all Astro radio inventories on 12.12. And to make an impact, we took over the radio station names and branded them to “Lazada FM.” Era FM was literally named Lazada FM on 12.12. Unheard of! Not only that, Lazada used the radio DJs to talk about the online shopping experience for 2 hours! There were prize giveaways on radio and social media and they even pranked people from Lazada. Did we mention that we changed the radio stations’ names to “Lazada FM”?

Results and Effectiveness
LAZADA STAKES ITS CLAIM ON 12.12
The radio takeover helped make 12.12 an unprecedented success for Lazada as they achieved their highest ever 12.12 sales day, beating 2017 sale day by over 100%. The execution generated a lot of buzz and publiciations like Marketing Interactive gave it extra PR. The cherry on top was the bragging rights that Shopee was airing its ads on “Lazada FM.”