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CHOOSE LOWYALTY — Lazada Regional Campaign

Client:

Lazada

Location:

Singapore, Malaysia, Indonesia, Thailand, Vietnam, and Philippines

2024’s most viral wedding wasn’t a real wedding. Staged by Lazada, this unusual dinner saw a bride spilling the tea: She hadn’t been loyal, because she’s been low-yal to Lazada’s lowest prices.

The campaign was conceptualised by our regional team, executed locally in 6 countries — and clocked more than 108M TikTok views and 4.3M engagements across the region.

Lazada 11.11 "Choose Lowyalty" reveal reel

We let the cat out of the bag 3 days after our wedding-cheating drama went viral.

Thailand's Choose Lowyalty campaign reel

Based on our research, drama at a marriage proposal would appeal better to Thais, so we went with that instead.

Philippines' Choose Lowyalty campaign reel

Based on our research, drama at a church wedding would appeal better to Filipinos, so we went with that instead.

Media coverage by Mothership

Media coverage by Marketing Interactive

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