Mystery Solved:
How Lazada’s Vague OOH Ads Sparked Conversations Across Singapore
Lazada OOH Ads
Singapore’s streets were buzzing last week with a series of unbranded out-of-home (OOH) ads that got everyone talking. These ads, strategically placed at MRT stations and bus stops, presented statements like, “Atas coffee is the real deal compared to kopi” and “Kopi is more sophisticated compared to atas coffee.” Commuters were encouraged to align themselves with one statement over the other, sparking conversations and debates both online and offline. The mystery was finally unraveled on October 9, when Lazada Singapore revealed that these intriguing ads were part of their “Lazada – Always the Better Price” campaign. The goal? To disrupt traditional advertising clutter and communicate Lazada’s commitment to offering shoppers the lowest prices without the hassle of comparison.
Disrupting the Norm:
Why Lazada Went Unbranded
According to Lazada’s Chief Marketing Officer, Marcus Chew, the unbranded nature of the ads from October 3 to 8 was a deliberate strategy. “We wanted to create a bold statement that commuters couldn’t ignore,” he said. The ads were meant to tap into everyday Singaporean musings and fuel discussions about common comparisons in life—whether about food, coffee, or other daily choices. In true guerilla marketing fashion, the campaign’s ambiguous nature led to widespread speculation and social media buzz.
From Instagram stories to lighthearted debates among friends, the campaign succeeded in grabbing attention and keeping people guessing about who was behind it. Lazada’s Brand Reveal: Ending the Comparison The campaign’s second phase, which ran from October 9 to 16, saw the statements crossed out and the Lazada logo added, along with the slogan: “Still comparing? #EndComparison.”
By layering this second phase onto the initial mystery, Lazada delivered a message that perfectly aligned with their brand promise—there’s no need to compare when Lazada guarantees the lowest price. Commuters were invited to scan a QR code from the ad, which led to a site offering SG$15 off a minimum spend of SG$50. This seamless integration of brand message, interactivity, and a clear call-to-action made the campaign a winner in terms of engagement and sales conversion.
Lessons from Lazada’s Success
Lazada’s campaign is a masterclass in how brands can use mystery and intrigue to break through advertising noise and spark conversations. But what can brands looking to replicate this success learn?
1. Build Curiosity
Unbranded campaigns generate buzz by creating curiosity. When executed well, this tactic can drive both offline conversations and online speculation, keeping the brand top of mind even before it’s revealed.
2. Leverage Local Culture:
Lazada’s comparisons, which pitted local favorites like “nasi lemak” against “chicken rice,” resonated with Singaporeans and made the campaign more relatable. Tapping into local culture adds a personal touch that consumers love.
3. Use Multiple Touchpoints
The QR code addition to the ads created a tangible connection between the campaign and Lazada’s e-commerce platform, enhancing user experience and driving sales through interactive engagement.
Lessons for Your Brand
Sevenvault specializes in creating campaigns that resonate deeply with audiences. Like Lazada, our approach focuses on sparking curiosity, creating shareable content, and aligning with local values. If you’re looking to break the mold and craft a campaign that engages influencers and consumers alike, Sevenvault can help you turn your vision into a compelling brand experience. From influencer activations to innovative OOH strategies, our team is dedicated to ensuring your brand stands out in the competitive digital landscape. Let’s create your next buzzworthy campaign together! Sevenvault guide you in crafting a tailored digital strategy that leverages the power of influencer marketing and compelling content. With the right tools and expertise, your online business can achieve remarkable growth in today’s ecommerce-driven world.
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