BRAND:
LAZADA
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
30/05/2025 - 08/06/2025
CREDITS:
DINOSAUR
CASE STUDY VIDEO
STRATEGY
During Vietnam's festive shopping season, the excitement around Lazada's 6.6 Double Day sale was fading, with competitors like TikTok Shop taking the lead in "shoppertainment". To reclaim the spotlight and drive massive app traffic, Lazada deployed an "Over The Top" strategy: turning routine e-commerce scrolling into a highly interactive, nationwide game. Instead of traditional discount ads, Lazada integrated social entertainment with digital commerce by launching "Terrific Sale 6.6" – a "Deals Bingo" experience. The strategy seamlessly connected social media teasers, user-generated content, and creator-led challenges to drive deal-hunters directly into Lazada's app to participate in live-streamed bingo games and claim rewards.
INSIGHT
The campaign tapped into a deeply rooted cultural and social behaviour in Vietnam: the love for "Lô Tô", the nation's beloved traditional bingo game. The key linguistic insight was that in Vietnam, when people play bingo, they don't shout "Win!"; instead, they shout "Kinh!". In Vietnamese slang, the word "Kinh" is incredibly versatile – it can mean both "Terrifying" and "Terrific". Lazada smartly leveraged this dual meaning to build a highly engaging social commerce hook that perfectly resonated with local shopping behaviors and social media humor.
CREATIVE IDEA
The core creative idea was "KINH LAZTÔ" - a playful, highly interactive mashup of the brand name "Lazada" and the traditional game "Lô Tô".
Lazada creatively leveraged social media by launching the campaign with a "horror twist" to spark immediate curiosity. They flooded social channels with the cryptic, teasing phrase "TRONG NÀY KINH LẮM" (It's terrifying in here). Once the social buzz reached its peak, Lazada revealed the twist: it wasn't terrifying; it was a "Terrific Sale". This creative pivot transformed the standard e-commerce sale into a nationwide digital bingo game where users actively hunted "deal cards" across social platforms to win".
CONNECTION PLAN
The campaign utilized a highly effective, phased digital channel mix to funnel users from social platforms directly to the point of sale:
Phase 1 - Tease (Social Platforms): Sparked widespread curiosity across social media (Facebook, Threads) using the ambiguous "TRONG NÀY KINH LẮM" message
Phase 2 - Action (Microsite & UGC): Transitioned social buzz into action by directing users to a dedicated microsite where they inputted their information to generate personalized "LazTô" bingo cards, heavily driving user-generated content (UGC)
Phase 3 - Convert (In-App Livestreams): Shifted the audience into the Lazada app for "Sự Kiện Lô Tô Quốc Dân" (The National Bingo Event). Lazada hosted four high-energy livestream sessions from June 3rd to 6th, featuring popular KOLs and hosts like Lộ Lộ, Ninh Anh Bùi, Tùng Dương, and Tuấn Kiệt to draw massive audiences and drive immediate purchases
Phase 4 - Sustain: Maintained momentum and drove users continuously back to the Lazada app using highly relevant, localized social content and influencer engagement
OBJECTIVE-BASE KPI
