LAZADA TET 2022

MỞ LAZADA - MỞ RA TẾT MỚI

challenge.

Stand out in a fiercely competitive Tết e-commerce market after a difficult 2021, moving beyond price-led communication to build a stronger emotional connection with shoppers seeking normalcy and a fresh start.

approach.

Turn the act of opening Lazada into a symbol of closing the old year and opening a brighter one. The idea unfolded through a four-phase campaign: a celebrity-led social kickoff, the hero TVC and “Open” content series, an AR filter and 3D OOH voucher hunt, and a celebrity music video celebrating the return of an ordinary Tết.

reported result.

46% GMV uplift
36% DAU growth year over year
Brand TOMA increased by 6%
Consideration by 2%
Ranked among BSI’s top six social campaigns
The music video reached 10.5M YouTube views with a 65% VTR.