STRATEGY

LAZADA – OPEN LAZADA, OPEN THE NEWNESS FOR TET: How an e-Commerce brand in
value-driven category connects the shopping task to a more emotional and aspiring territory on Tet?

In the past 3 years, Lazada Tet had been explored at different ideas and insight territories. We witnessed that
the severe competition in Tet is not only for E-commerce brands but also for the major consumer/FMCG
brands. For eCommerce, the value offering has remained as key and top drivers for purchase and usage
decisions from users. Hence, the biggest challenge for Lazada is (i) how to keep highlighting value offers (ii)
while defining clearer Tet value in the consumer mind.

For the larger part of 2021, it is a remarkable year of closure; a year of chaos, sorrow, misery; a year of
shutdown and closed the normal life we once live casually. Things are terribly dismal, and no one knows what
this new year will be like. Normally, they all expect better new things in Tet. Yet for this Tet, they truly
believe that the return of normal things or the resumption of their daily life would be considered as
the real starting point for the new beginning.

This social situation presents a unique opportunity for Lazada to strengthen brand connection in consumer life
by connecting the shopping task to a more emotional and aspiring territory. As an eCommerce platform brand,
Lazada believes that Tet shopping is not only about Tet preparing, but also about the refresh for a new
beginning. Because of that belief, Lazada Tet’s mission is to facilitate the shopper to be ready for a better and
brighter beginning.

INSIGHT
Lazada targets Optimistic Millennials, 25-30 years old, living in the urban area, with a progressive and
practical mindset. Their nature is to remain positive and upbeat whatever the day throws at them. They always
strive to look for the bright side, even in a more tough context like a pandemic.

To them, Tet is an exciting event to look forward to, yet, a bit burden to worry about, especially in the current
context. If Tet is the milestone to wish for the lucky and new beginning, 2021 is not as their expectation and
some plans have even been on pause. Normally, they all expect better new things in Tet.
Yet for this Tet, they truly believe that the return of normal things or the resumption of their daily life would
be considered as the real starting point for the new beginning.

Then, we unearth a powerful insight that Lazada could tap in:

“Normality is the new beginning. I truly believe that the little new things and the little retouch of normal things
are critical to have a newer and brighter beginning in this Tet.”
This ‘aha!’ insight enables us to create a paradigm shift in our creative strategy: Instead of purely insisting on
promotion-focus communication on Tet, Lazada will facilitate shoppers to be ready for a better and brighter
beginning. Hence, ‘New beginning by opening Lazada’ becomes our Tet platform insight, upon which the
future campaigns are built.

CREATIVE IDEA
Starting from the truth of 2021 is a remarkable year of closure – closed business, closed restaurants, closed
cafes, closed markets, closed shops, closed schools, closed theaters, closed transport; a year of shutdown and
closed the normal life we once lived casually. Lazada thinks that why don’t we also CLOSE this mediocre year
and OPEN a new, normal Tet.

We believe it’s time to OPEN...

Open new days of worry-free. Open the heart to get blissfully happy. Open the eyes for new year’s vision.
Open ourselves for the makeovers. Open the app to freeship shopping mission. Open wallet for favorite shop.
Open crazy sales for best items to cop. Here is to Opening Lazada with simple pleasure that becomes new
treasure.
We realized that Lazada's role naturally fits in both functional and emotional aspects. In terms of functionality,
Lazada facilitates consumers in refreshing their entire family in the most convenient (free ship) and saving way
(better price and voucher) through wide ranges of assortment (New Beginning Collections - New Health, New
You, New Outfit, New Kit). For emotional-wise, Lazada facilitates the shopper to be ready for a better and
brighter beginning.

Finally, we decided to leverage the contrast between Close and Open as a creative hook that was implemented
consistently and introduced the campaign: OPEN LAZADA, OPEN THE NEWNESS FOR TET (MỞ
LAZADA – MỞ RA TẾ T MỚ I)

CONNECTION PLAN
The four-phase social media campaign is designed to capitalize on the contrast between Close and Open in
order to spotlight and set ‘Open the newness for Tet’ (#Moratetmoi) becomes one of the hottest trends on Tet.

Phase 1 – Kick off

Driving on the year-end review behavior on social, we decided to kick off the campaign by sparking a social
discussion around Close (2021) – Open (2022) via outreach channels and hijack #MORATETMOI at a big
scale across social media touchpoints. Starting with a poetic response
challenge (Nố i thơ challenge) from top two celebrities – Trấ n Thành & Lan Ngọ c – about their unfinished
checklist in 2021 and wishes in 2022, the discussion rapidly scaled up when a huge number of KOLs
responded to talk about their personal stories. After only four days, the trend of reviewing the old year in the
closed and open style has become a new banger among youngsters.

Phase 2 – Announcement
The TVC is then released at a high wave across social channels, emphasizing how Lazada facilitates the
shopper to OPEN a new year with a better and brighter beginning. The story of ‘OPEN the newness for Tet
continues’ to be pushed to the climax as we partnered with affiliates to launch the 'Open' content series in short
video format, inspired by one of the most popular TikTok trends in 2021 #transformation.
- Visualizing how consumers could transform to welcome the new year with the assistance of Lazada in many
aspects of life (New me – new outfits/appearance; New home – new home furniture/devices for refreshment;
New Gift – new hamper ideas for beloved).

Phase 3 – Engagement
Following the trend of year-end CLOSE & OPEN review, we deployed an AR Filter on Instagram and TikTok
for youngsters to OPEN and capture what they expect in the new year. Next, the creative concept ‘OPEN the
newness for Tet’ is brought closer to the audience via a stunt which drive online to offline interaction. For the
first time in the market, we allowed consumer to hunt vouchers directly on 3D OOH; people could capture and
OPEN the app to redeem for Tet shopping. With amplification across channels, the ‘Voucher hunt’ stunt
quickly attracted and generated huge real-time interaction and discussion with consumers on social.

Phase 4 – Amplification
To amplify the brand’s emotional point-of-view “Normality is the new beginning, Lazada believes just being
normal is enough for Tet” and celebrate with people to OPEN a better and brighter year, we released a musical
MV on YouTube ‘Chỉ cầ n bình thườ ng thôi Tết cũng đủ mớ i rồ i – Just being normal is enough for Tet’
featured the top two celebrities that initiated the social discourse around Close-Open in the very beginning
phase of the campaign Trấ n Thành – Lan Ngọ c. With the Broadway cheerful tone and mood and cleverly
placed brand messages, the MV quickly became one of the most replayed songs during Tet with 10.5 million
views.

OBJECTIVE-BASE KPI
Lazada’s ‘Open Lazada – Open newness for Tet’ (Mở Lazada – Mở ra Tết mớ i) earns unprecedented results:
(01) Business KPIs:
- The campaign witnessed a sales spike of 46% GMV uplift (YAGO) in a more emotion-led occasion
- Direct DAU (Daily active users) increased by 36% (YAGO)

(02) Marketing KPIs:

- Break the record on Lazada’s brand health growth, brand TOMA uplift 6% while brand Consideration
increases by 2% compared to 12.12 (2021) campaign.
- Along with the strong growth in value offering Brand Imageries (+4% for Best Price & Variety of vouchers;
+3% for Freeship)

(03) Executional highlights:

- For the 1st time Lazada campaign appears in BSI rankings on Tet period, our campaign has successfully
claimed TOP 6 campaign on social (BSI – January 2021)
- The musical MV goes wild on YouTube with 10.5M views with 65% VTR.

After all, we are proud to bring everyone a better and brighter Tet - a Tet that everyone is looking forward
to after a pandemic year. Open Lazada, Open the newness for Tet.