Lazada 12.12

WHAT’S THE PROBLEM?

Lazada faced an uphill battle during one of the biggest e-commerce showdown of the year—12.12. While mega sale days like 9.9 and 10.10 are already fiercely competitive across Southeast Asia, 12.12 posed a unique challenge: it coincided with Shopee’s birthday. Shopee was expected to dominate attention with deep discounts and loud marketing. Lazada needed more than just great deals—it had to win hearts, own the conversation, and reinforce its “Always Better” positioning.

WHAT WE FOUND.

In SEA, shopping isn’t just transactional—it’s emotional. Snagging the best deal is a badge of honour. And nothing stings more than seeing someone else walk away with a better bargain. This insight—that envy fuels action—gave us the perfect cultural lever. Combine that with a population steeped in storytelling and mythology, and we saw an opportunity to reframe a fairytale for the modern e-commerce battleground.

DID IT DEFY ORDINARY?

We reimagined the tale of Snow White. But this time, the mirror didn’t lie. Lazada took on the role of Snow White—the unbeatable belle of the bargain ball—while Shopee was cast as the envious Queen, desperate to be “the best” but constantly outshined. Using humour, tech-savvy device faces, and a self-aware twist, we delivered a film that dramatized the rivalry playing out in every shopping cart. The message was crystal clear: Lazada had the “best sale of them all.”

THE RESULTS

The campaign turned envy into engagement—and action.
· 89% multimedia reach across 6 SEA markets
· 2.7 billion impressions and 30 million video views
· A sharp boost in “Best Price” perception, narrowing the gap with our main competitor. In the battle of the bargains, Lazada didn’t just show up. It showed off—and shoppers followed.