Lazada has tapped The Secret Little Agency to drum up excitement for the biggest shopping day of the year, 11.11, with a series of mini love stories involving household products, selfie sticks and more.
TSLA has created more than 200 creative assets for the 11.11 regional campaign, including the short films above depicting Asia’s love affair with shopping and bargains.
The work will roll out to six markets: Vietnam, Philippines, Indonesia, Malaysia, Thailand and Singapore.
This is TSLA’s first regional work for Lazada and includes the development of a regional integrated creative playbook for easy application across digital, social, merchant and even experiential assets, according to the agency, which has also been appointed to create regional work for 12.12.
“We created a brand world that reflects our sometimes comical love for shopping," a TSLA spokesperson said. "So really just having fun and blowing up these moments in a way that will deliver the most impact for Lazada.”
Lazada Group chief marketing officer Mary Zhou said the 11.11 campaign is an extension of the company's belief that "shopping should always be fun and enjoyable".
“As the biggest one day sale of the year, 11.11 is not just about having the lowest prices and the best deals; there is something bigger worth celebrating—people's love for their favourite brands and products, and their desire to lead a better life."