In an intimate round table affair with some of Lazada’s executives, we got to sit down and talk to Lazada Philippines’ chief marketing officer, Jason Huan on their brand refresh, the much-anticipated Mid-Year Festival sale, Shoppertainment, and Lazada’s newest brand ambassadors.
Sales and Surprises
Lazada will hold its first ever mid-year sale on Friday, July 12, 2019 across all its six markets in Southeast Asia. For 24 hours between 12:00 mn to 11:59 pm, consumers will get access to a wide assortment of product deals on Lazada ranging from branded items to new arrivals and other unique finds.
The one-day mega sale is aptly themed “Millions of deals your heart desires” following their brand refresh last month: Go Where Your Heart Beats. The Mid-Year Festival sale now brings Lazada’s new image to life—being the platform that gives shoppers a wide assortment of products that will help enhance their lives and enable them to pursue their hearts’ desires.
“The new Lazada will focus on impacting and being part of the everyday lives of people,” shares Huan. The new heart logo, which looks like an ‘L’ when viewed from an angle, also represents the eCommerce platform’s hope to be the heartbeat of South East Asia.
Guess It!
Earlier this year, we got to hear all about Lazada’s plans on transforming the e-commerce landscape in South East Asia in their Brands Future Forum held in Singapore. Here, they also premiered “Shoppertainment”, where users can stream exclusive content from their favorite brands and featured celebrities, as well as play various mini-games all on the Lazada app.
As such, Lazada’s Mid-Year Festival also offers a platform for the eCommerce giant to further their Shoppertainment edge and create deeper engagement with its customers. Twenty days ahead of the July 12 sales day, Lazada introduced its latest livestreaming feature across all six countries—a ‘live’ in-app gameshow, Guess It. We also got to sneak a peek at the Guess It live streaming, with the host for the day, Alex Diaz. In the game, users have two opportunities to guess the discounted price of the featured item and win prizes along the way.
Each episode features six products where the host gives clues about the actual price of the product. To win prizes in the form of Lazada wallet credits, the viewers simply need to input their guesses before the time runs out. Viewers are encouraged to share the game and ask their friends to join because the more viewers that tune-in, the bigger the prize pot! Anyone can be a part of the fun and thrills by catching the live show in the following timeslots: 12nn, 1pm, 6pm, 7pm, 8pm, and 9pm everyday including weekends until July 12.
“Guess It is the first-of-its-kind interactive livestreamed game by Lazada and is just one of the many exciting surprises people can look forward with the all-new Lazada. Through our heightened efforts in evolving Shoppertainment on Lazada, we are looking at transforming Lazada as an everyday lifestyle destination, beyond just a shopping platform. We are excited for everyone to be a part of this transformative eCommerce experience,” says Huan.
The addition of a new mega sale day to Lazada’s annual shopping event calendar is designed to bring customers and sellers more opportunities to ignite new possibilities. To encourage more shoppers to follow their hearts, Lazada is offering attractive benefits such as free shipping deals with participating sellers as well as millions of Lazada vouchers to be given away throughout the day.
“It is a truly exciting time for Lazada and the constantly evolving world of eCommerce. In our continued endeavour to excite and engage our customers and sellers, beefing up our Shoppertainment content puts us ahead of the curve. We want to empower people to ‘Go Where Your Heart Beats’, a rallying idea to explore the millions of choices and opportunities we have every day at our fingertips. Lazada is continuing to transform and challenge the limits of what eCommerce platforms can do in engaging consumers with access to initiatives like Guess It,” added Huan.
Stepping up Shoppertainment
Lazada also introduced a new leaderboard in to track participants’ cumulative scores. For the Mid-Year Festival event, Lazada has also made it possible for brands to customise LazGames with their own logo and products.
Additionally, Lazada Philippines will be formally launching the newest addition to their roster of ambassadors, stars James Reid and Nadine Lustre, to headline the launch of the Mid-Year Festival with an exclusive concert, the details of which shall be announced soon.
