Singapore, 27 August 2020 – Following the groundbreaking success of Lazada’s first content-commerce collaboration with Mediacorp for the inaugural National Day Sale, Southeast Asia’s leading eCommerce platform announces a second partnership with Singapore’s largest content creator and national media network for its 9.9 sale, the first of Lazada’s three biggest annual year-end campaigns for consumers.
For the upcoming September campaign, Mediacorp will be working with Lazada to present shoppers more offerings on LazMall, Southeast Asia’s largest virtual mall with over 18,000 international and local brands. This year, Lazada’s 9.9 LazMall Big Brands Sale will take place from 9 to 13 September, and includes the quarterly Lazada Online Tech Show dedicated to electronic items. The five-day campaign will combine the convenience of Lazada’s eCommerce offerings with Mediacorp’s slate of shoppertainment content for an engaging shopping experience, continuing both companies’ initiative to support local businesses, products and merchants. Consumers can look forward to specials and deals that will be unveiled on 2 September through Mediacorp and Lazada’s platforms.
As a result of the positive partnership, Lazada’s National Day Sale witnessed 66 percent more cart activity before the commencement of the campaign, compared to its Mid-Year Festival in June. This uptick in cart activity indicated an increase in pre-sale engagement, with shoppers browsing deals and preparing their carts early to check out once the sale began. In addition, over 85,000 early shoppers participated in reducing, or “slashing”, prices for their friends in the lead-up to the National Day Sale from 5 to 7 August. Sales momentum was maintained throughout all three days of the National Day holiday weekend, with total shopping time amounting to 500,000 hours.
On top of the spike in pre-sale activity, Lazada also saw the highest number of app downloads to date for an eCommerce event, in a testament to the increased awareness and interest garnered due to the successful partnership.
Parminder Singh, Chief Commercial and Digital Officer, Mediacorp said: “Mediacorp is glad to partner Lazada to deliver demonstrably positive results using the strength of our content and network. Both Mediacorp and Lazada share a mutual passion for innovation solutions for shoppers and businesses. This partnership has created a new playbook for driving commerce using content solutions. It also demonstrates the power of omni-media storytelling for omni-channel retail success. We look forward to further strengthening the economic engine of the nation with more of such partnerships and innovations.”
Carey Chong, Chief Operating Officer, Lazada Singapore said: “As the pioneer of shoppertainment in the region, we wanted to bring this concept to a wider audience and found a great partner in Mediacorp. With our strong joint content network, we saw how Singaporeans engaged in games and shopping activities on Mediacorp and Lazada’s platforms, and we were especially heartened to see support for local brands during the three-day campaign. Engagement and awareness for our first partnership far exceeded our expectations so this time, we are bringing our highly anticipated Online Tech Show and 9.9 LazMall Big Brands Sale together.”
The robust response from Lazada matched the engagement level for Mediacorp’s shoppertainment content, which was enthusiastically received in the days leading up to the Lazada National Day Sale. The “GUESS IT”-inspired teaser games, of having audiences guess the campaign prices of featured products, on Mediacorp’s radio stations were greeted with an overwhelmingly positive public reaction, with almost 10,000 entries across 29 game slots streamed in from listeners vying to win prizes.
Meanwhile, over 30,000 viewers tuned in to the “GUESS IT” livestreaming sessions on Lazada’s app to play along with popular Mediacorp personalities in pinpointing the prices of selected sale products. More than 10,000 users also streamed the star-studded Gardens by the Bay and Mediacorp National Day Concert on the Lazada mobile app.
Click here for campaign highlights from the 8.8 Lazada National Day Sale.
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.