In 2018, Lazada decided to give in and construct the largest mall ever. One that will house ten thousand brands.
Once Lazada started construction, the news went viral nationwide. Media outlets and people on social media shared photos, speculations and articles.
Once the walls came down, everyone saw nothing. Because you never need to go to a physical mall. There is now a mall available wherever you are in the palm of your hands.
We seeded images of our construction site online
Fun fact: my accounts person and I needed to help install the billboards on site at 5 am in the morning
Then fueled the rumors online with social posts and teaser videos of the launch
While still following the regional brand look, we made the local adaptation unique
After the reveal, we posted short videos on social media to build more interest
Short clips of interviews with the LazMall’s invisible architect, interior designer and lead engineer were posted on our social channels.
Recognition
1 Finalist, AdStars Awards
Featured major PH news sites: Inquirer Magazine, Manila Standard, Entrepreneur Magazine, Speed Magazine
as well as Advertising Sites: Campaign Brief Asia, Best Ads on TV, Adobo Magazine,