Kuala Lumpur, Malaysia – Southeast Asian eCommerce platform Lazada has released a video campaign in celebration of this year’s Hari Raya Aidilfitri, a religious holiday celebrated by Muslims in Malaysia.
In collaboration with creative and media agencies Ensemble Worldwide and Universal McCann under IPG Mediabrands network, the integrated campaign “Tambah ke Troli, Bertambah-tambah ke Hati” (Add to Cart, Add to Heart) has been localised to make it convenient for Malaysians to shop for their Ramadan and Raya essentials. Each item added to cart represents their needs, interest, passion, and hopeful aspirations to add value, happiness, meaningful moments and elevated experiences when receiving and using it this festive season and beyond.
The campaign also encouraged customers to extend their generosity through digital giving via Lazada4Good by donating to the NGOs distributing Ramadan assistance to communities in need. In addition, the ‘Lazada Roadshow Bertambah-Tambah ke Hati’ created a unique omnichannel O2O experience through its campaign touchpoints via the use of QR codes to link items featured in the film, videos and roving roadshow to be scanned for real-time purchase on the Lazada app.
Phang Mei Jeng, managing director of Ensemble Worldwide, said, “We saw a big opportunity for this year’s Ramadan and Raya to be more meaningful and engaging, especially as most have missed out on big celebrations and social gatherings for the past two years.
According to Jeng, the campaign is more than the sum of its parts as it has managed to connect and build brand affinity with the local Malay community and the younger generation in a way that has been truly missed over the past two years.
For the first time, a Ramadan and Raya offline-to-online (O2O) shoppable showroom on wheels was introduced as part of the Lazada roadshow, featuring displayed items to be purchased. Similar to the campaign videos that feature QR code leading to Lazada’s Raya campaign page, visitors to the bazaars were able to physically touch and feel the products before scanning the code to make a purchase of limited Raya deals on the Lazada app. The roadshows included a host of on-ground activities for the public, and livestreaming for the online audience.
The integrated campaign also featured bite-size videos created to spread awareness on the ongoing Ramadan offers, radio spots, Digital Out-of-Home (DOOH), and interactive quizzes through Lazada livestream.
