Singapore, 28 July 2020 – Lazada and Mediacorp are pleased to announce a content-commerce deal, marking the first-of-its-kind collaboration in the region. This strategic alliance will see Singapore’s largest content creator and national media network working with Southeast Asia’s leading eCommerce platform on a performance-driven marketing partnership, which will drive the efforts towards a collective business goal with shared incentives. This will culminate in a National Day Mega Sale from 8 to 10 August.
Under this partnership, sellers and brands stand to gain the opportunity to harness Lazada and Mediacorp’s resources and expertise. For the first time ever, Lazada’s sellers will be offered Mediacorp’s assets, including television and radio spots, as part of marketing packages to amplify their engagement with consumers and drive sales. The Lazada-Mediacorp deal will serve as a one-stop online service for sellers looking to create customisable content and campaign assets, reinforcing the joint vision of the companies to empower Small-Medium Enterprises (SMEs) and businesses with the tools required to find success in eCommerce.
In the lead-up to the National Day Mega Sale, Mediacorp celebrities and influencers under Bloomr.SG will be engaging customers online by hosting Lazada’s “GUESS IT” game show, where popular personalities like Mediacorp DJs Kimberly Wang, Gerald Koh and Sonia Chew will guide audiences in guessing the correct prices of featured products with hints. These interactive one-hour shows will be produced and filmed by Lazada, and livestreamed on Lazada’s app. There will also be a Daily Countdown corner bug on Mediacorp’s channels - Channel 5, Channel 8, Suria, Vasantham, CNA, and Channel U - to drive anticipation for the sale.
Consumers will be prompted while watching TV shows on Mediacorp’s channels during the National Day Mega Sale to shake their smartphones to instantly receive rewards-redemption “coins” – currency in the Lazada app that can be exchanged for vouchers. Lazada and Mediacorp will also bring their expertise together to produce and drive tactical call-to-action messages, including the use of immersive L-shaped ads and Time of Day banners that will be displayed on Mediacorp’s channels.
Carey Chong, Chief Operating Officer, Lazada Singapore said: “This special partnership allows us to offer our sellers exciting marketing opportunities previously not possible. With the changing commuting patterns due to COVID-19 and observing of safe distancing measures, it was a natural partnership as Mediacorp has diversified their customer touchpoints into the digital realm with innovative advertising solutions. We can’t wait to see how we can tap into Mediacorp’s content-creating expertise and personalities to create an unforgettable shopping experience for Singaporeans during the National Day festivities, while helping retailers who have chosen Lazada as their e-marketplace of choice to reach new customer bases.”
Parminder Singh, Chief Commercial and Digital Officer, Mediacorp said: “This groundbreaking partnership is part of Mediacorp’s mission to drive innovation, create greater value for our customers and generate new revenue streams. The lifestyles of our consumers are evolving, driving stunning growth in both eCommerce and media consumption. We are uniquely placed to address the new needs of consumers and commercial clients given our proven proficiency in storytelling, our transmedia reach and our prolific pool of talent. With the leaders in content and commerce joining hands, both merchants and shoppers will benefit and the commercial engine will get a well-timed boost as the country progresses towards economic normality.”
On behalf of Lazada Singapore
Founded in 2012, Lazada Group is the leading eCommerce platform in Southeast Asia. We are accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. With the largest logistics and payments networks in the region, Lazada is a part of our consumers' daily lives in the region and we aim to serve 300 million shoppers by 2030. Since 2016, Lazada has been the Southeast Asia flagship platform of the Alibaba Group, powered by its world-class technology infrastructure.
Mediacorp is Singapore’s largest content creator and national media network, operating six TV channels, 11 radio stations and multiple digital platforms including CNA, Singapore's most used news app, and meWATCH, its digital video platform. Its mission is to engage, entertain and enrich audiences by harnessing the power of creativity.
Mediacorp pioneered the development of Singapore’s broadcasting industry, with radio broadcast in 1936 and television broadcast in 1963. Today, it reaches 98% of Singaporeans in four languages weekly and has a growing Asian audience base through CNA as well as entertainment content that is distributed across markets in the region.
The Mediacorp Partner Network brings Mediacorp together with industry-leading brands like ESPN, Edipresse Media, 99.co and VICE to deliver rich content for consumers and effective solutions for advertisers.
Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards. For more information, please visit Mediacorp.sg.