Last week, images of these advertisements made people in Singapore argued all the way from Jurong to Tampines.
Or maybe not, but you get the idea.
It turns out that it’s yet another of Lazada’s viral marketing campaign.
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And of course, once again, it has succeeded.
The Advertiser of the Mysterious Ads in MRT Stations Has Revealed Themselves
Last week, commuters found themselves confused by the new advertisements put up at some MRT stations across Singapore. These advertisements consisted of white text on a black background and had strange takes on them.
For instance, one such advertisement stated: “Micro-managers are more well-liked than cool bosses”.
Another variation of the advertisement stated: “Chicken rice is more flavourful than nasi lemak”. On the other side of the MRT doors, the advertisement stated: “Nasi lemak is more satisfying than chicken rice”.
There are more, but you get the gist.
Without any advertising brand, it got people wondering: Who is behind this?
It’s Lazada.
Yes, again.
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The words in the comparison posters have now since crossed out, and another poster by Lazada, urging us that “there’s no need to compare. Shop on Lazada for Always the Better Price,”, is pasted over the old poster.
I don’t know about you, but all I can think of is this:
And it’s not because they got us.
Instead, it’s because they’ve got us not once, but twice here in Singapore.
Déjà Vu: Lazada’s Previous Viral Campaign
This isn’t the first time Lazada has pulled off a viral marketing stunt in Singapore.
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Just last month, during the Hungry Ghost Month, the company launched a campaign titled “[9.9 Mega Brands Sale] Scarily Good Deals.”
It all began with a mysterious TikTok video posted under the username @hoosi3ryourdaddyhuh, featuring CCTV footage of an HDB corridor at night. In the video, a blue package mysteriously falls from a shoe rack and is dragged away by an unseen force.
@hoosi3ryourdaddyhuh says my parcel delivered but i check dont have. watch my cctv playback then i chua sai la bro zz why my parcel like that ah? #hdb #sgtiktok #tiktoksg #foryoupage #fyp #viral #horror #lazadasg #paranormalactivity #cctv ♬ Horror Sound Music – Mauro Rawn
The eerie footage quickly went viral, sparking discussions about supernatural occurrences and leaving viewers thoroughly spooked. As the campaign unfolded, Lazada revealed that the “thief” in the video was none other than their mascot, Lazzie.
The extended version of the video, accessible through a special microsite, showed Lazzie as the culprit behind the moving package, tying the supernatural theme to Lazada’s “scarily good” deals for their 9.9 sale.
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Well played, indeed.
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