Lazada Tet

Lazada, facing fierce competition in the e-commerce market during Tet, especially from major consumer brands, seeks to differentiate itself. While value offerings remain crucial for attracting customers, Lazada aims to establish a stronger emotional connection with consumers. The COVID-19 pandemic in 2021 brought about chaos and hardship, leaving people yearning for a return to normalcy and a fresh start. Recognizing this, Lazada positions itself as a facilitator for a brighter new beginning, not just a place for holiday shopping. Lazada's Tet mission is to help shoppers prepare for a better future by connecting the act of shopping with a more emotional and aspirational message, resonating with the collective desire for renewal after a difficult period.

Creative: Gimeal
Strategy: Hau Huynh, Nguyen Le
Director: Le Thanh Son
PH: 18 Studios

Our Idea

Reflecting on the closures and challenges of 2021, Lazada proposes to "close" this mediocre year and "open" a new, normal Tet. This creative idea leverages the contrast between closing the old and opening the new to encourage consumers to refresh their lives with Lazada. The campaign, "Open Lazada, Open the Newness for Tet," highlights the platform's role in both functional (convenient shopping, savings) and emotional (preparing for a brighter future) aspects, inviting shoppers to embrace the new beginning.

Insight

Lazada's target audience, optimistic urban millennials, view Tet as both exciting and burdensome, especially after a difficult year. They believe that a return to normalcy is the true new beginning. This insight led Lazada to shift its focus from promotional communication to facilitating a brighter new beginning for shoppers, with the platform insight "New beginning by opening Lazada"

The four-phase social media campaign for Lazada's Tet promotion focused on the contrast between closing the old year and opening a new one.

Kick-off: A poetic challenge led by celebrities sparked social discussion around closing 2021 and opening 2022, setting the trend of reviewing the year in this style.
Announcement: The TVC and "Open" content series, inspired by a popular TikTok trend, highlighted Lazada's role in facilitating a new beginning.
Engagement: An AR filter and a 3D OOH voucher hunt stunt brought the "Open the newness for Tet" concept to life, driving interaction and discussion.
Amplification: A musical MV featuring top celebrities celebrated the idea that normalcy is enough for Tet, resonating with audiences and becoming a popular song during the holiday.