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OUR WORK
LAZADA FESTIVE POP-UP
Brand Activations | Lazada | Singapore
About the event
As the leading e-commerce platform in Southeast Asia, Lazada is home to hundreds of millions of products from thousands of brands. Some are featured in the LazMall and LazMall Prestige channels, which aim to offer shoppers peace of mind with an authentic-products-only promise.
On the back of this commitment, Lazada was unveiled as the e-commerce partner of Orchard Road. It decided to celebrate this landmark appointment with a pop-up store in the heart of Orchard Road.
The challenge
Lazada supplied us with a pair of nondescript shipping containers and a brief to transform them into a retail space that showcases and builds awareness of the LazMall and LazMall Prestige channels.
From the outset, we knew we had to not only create a head-turning installation that's able to stand out from the sea of stores on the shopping belt but also rethink the very concept of a physical store to appeal to the sophisticated shoppers on Orchard Road.
Our proposition
With year-end festivities fast descending on Orchard Road, we decided to embrace the mood by giving the shipping containers a new lease of life as two giant gift boxes.
The centrepiece was a larger-than-life representation of Lazada’s ‘heart gram’ logo, complete with a custom LED wall - perfect for social media snapshots.
Right photo: Choo Yut Shing
Instead of stocking merchandise onsite, we tagged each product with a QR code that led shoppers to its listing on LazMall or LazMall Prestige.
This effectively combined the immediacy of offline shopping and the convenience of online shopping.
In keeping with our efforts to meld offline and online experiences, we installed a vending machine that allowed shoppers to exchange a ticket they bought on the Lazada app for a mystery prize.
Shoppers could also attend furoshiki (traditional Japanese wrapping cloths) gift-wrapping workshops that ran every weekend.
Our impact
The Lazada Festive Pop-Up captured over 396 hours’ worth of attention from shoppers on Orchard Road and $150,000 earned in media coverage from the likes of The Straits Times, Channel NewsAsia, HardwareZone and more.
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