An Integrated Campaign To Connect With The Malay Community This Ramadan & Raya; #LazadaTambahRaya; Lazada Bertambah-tambah ke Hati Raya 202222#LazadaMY;

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Ensemble Worldwide and Universal McCann, respectively the creative and media agencies within the IPG Mediabrands network, have released an integrated campaign to connect with the Malay community this Ramadan and Raya.

Lazada Group (t/a Lazada) is an international e-commerce company founded by Maximilian Bittner, Mads Faurholt, Stefan Bruun, and Raphael Strauch with the backing of Rocket Internet in 2012 and owned by Alibaba Group.

Source: Lazada

Hari Raya Puasa is a very important occasion celebrated by all Muslims over the world. The words ‘Hari Raya’ mean ‘day of celebration.’ Hari Raya Puasa is often mistaken to be the Muslim New Year but it is not. It marks the end of the month of Ramadan.

The 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 touch points 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 gathering for the past two years. That means more acts of goodwill during Ramadan, and maximising celebrations the way they used to pre-Covid. 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.”

Schrene Goh, Chief Marketing Officer of Lazada, said: “We knew the local consumers were excited to go all out for the festive celebrations this year, especially the younger generation. This gave us an excellent opportunity to optimise on both the shoppertainment and shop-spiration aspects of e-commerce, easing the online shopping experience for our customers, as they add their Ramadan and Raya must-haves to cart. On top of that, it also adds to heart, a meaning of Ramadan blessing and kindness, by encouraging them to extend a helping hand to the community in need by contributing via Lazada4Good’s digital giving platform. The Ensemble team have elevated these elements to truly bring about a wonderful Raya celebration that is inclusive for all.”

The star-studded cast of the film includes lead brand ambassador Nora Danish, and newly signed on ambassadors Syafiq Kyle and Nabila Razali as part of the megastar line up. Inspired by the rollercoaster plots of typical Malay TV dramas, the film’s storyline revolves around the tension between Nabila and her mom, featuring cameo appearances from Nora and Syafiq, reminding her about the importance of Raya.

Schrene Goh, Chief Marketing Officer of Lazada, said: “We knew the local consumers were excited to go all out for the festive celebrations this year, especially the younger generation. This gave us an excellent opportunity to optimise on both the shoppertainment and shop-spiration aspects of e-commerce, easing the online shopping experience for our customers, as they add their Ramadan and Raya must-haves to cart. On top of that, it also adds to heart, a meaning of Ramadan blessing and kindness, by encouraging them to extend a helping hand to the community in need by contributing via Lazada4Good’s digital giving platform. The Ensemble team have elevated these elements to truly bring about a wonderful Raya celebration that is inclusive for all.”

The star-studded cast of the film includes lead brand ambassador Nora Danish, and newly signed on ambassadors Syafiq Kyle and Nabila Razali as part of the megastar line up. Inspired 

by the rollercoaster plots of typical Malay TV dramas, the film’s storyline revolves around the tension between Nabila and her mom, featuring cameo appearances from Nora and Syafiq, reminding her about the importance of Raya.

 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.

Source: Campaign Brief Asia


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