The campaign, titled “6.6 Super Wow Sale,” was born from the insight that Southeast Asian shoppers thrive on discovering the best value – and are quick to compare deals across platforms. Building on this competitive spirit, the campaign spotlights Lazada as the genuine destination for unbeatable bargains, delivered with a humorous twist.

Crafted to resonate with Lazada’s diverse audience across six key markets – Singapore, Malaysia, Vietnam, Indonesia, Thailand and the Philippines – the campaign aims to reveal the real deals that Lazada offers over its competitors, using humour to drive home the message in a relatable and entertaining way. 

Marcus Chew, chief marketing officer of Lazada Group, shared, “At Lazada, we know Southeast Asian shoppers love a good deal and love proving they’ve found the best one even more. The 6.6 Super Wow Sale campaign taps into that spirit with humour and heart, making the thrill of discovering real deals both entertaining and unmistakably Lazada. It’s a joy to work with partners like DO.AGENCY who understand our audiences and push creative boundaries with us across the region.”

Meanwhile, Beer Poonnotok, partner and executive creative director at DO.ASIA, commented, “This is one of the best partnerships I’ve been part of. It’s built on trust, collaboration, and a shared ambition to keep raising the bar. The 6.6 campaign is a great example of that: bold, cheeky, and designed to entertain. It taps into the region’s competitive shopping spirit and turns it into something unforgettable.”

He added, “The “6.6 Super Wow Sale” campaign is live across Lazada’s key markets, engaging consumers through a mix of traditional and digital media as well as live activations, all while reinforcing the brand’s commitment to creating joyful shopping experiences.”

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With the upcoming double-digit sale day on December 12, Lazada delves into consumers’ behaviour of comparing prices in its new campaign. 

The campaign aims to position Lazada as the e-commerce platform of choice for online shopping through its all-out sale offerings. It reflects Lazada’s commitment to fun shopping experiences for its customers.

Designed for Lazada’s key markets, the campaign has been rolled out in Singapore, Malaysia, Vietnam, Indonesia, Thailand, and the Philippines. It aims to engage consumers through traditional and digital media along with other activations.

Beer Poonnotok, founding partner and executive creative director at DO.ASIA, commented, “It’s a fun way to nudge people to switch to something better. The ‘12.12 All Out Sale’ highlights Lazada’s unbeatable deals and smarter choices, much like the Evil Queen’s jealousy over Snow White’s newfound beauty—except here, the beauty lies in smarter shopping and better deals.”

“It was a pleasure working with such a lovely, respectful, collaborative team. And most importantly, we’re super proud of the work. It’s loud, brash and VERY Lazada,” Matthew Collier, managing director of DO.ASIA, said.

Marcus Chew, chief marketing officer of Lazada Group, said, “This 12.12, Lazada is excited to bring joy to our consumers with a vibrant, fun, and fresh creative experience developed in partnership with DO. Celebrating those who’ve switched to the better sale, this concept goes beyond the video, seamlessly integrating across digital, social media, and offline activations. Executed across all six countries with local nuances, this campaign’s success is a testament to our strong collaboration in crafting the right creative idea.”

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