Lazada has named South Korean boy band SEVENTEEN as its first regional Happiness Ambassadors, ahead of its annual flagship 11.11 shopping festival starting at midnight on 11 November. The 13 member K-pop group will be starring in Lazada's latest 11.11 film, which transports the boy band into Lazada World, a dynamic and fantastical realm filled with larger-than-life everyday objects and exclusive 11.11 rewards. 

Playfully dancing along to a special rendition of global hit song Low  by Flo Rida, SEVENTEEN embarks on an adventure filled with surprising discoveries at every turn in the film. Tapping into social media, Lazada is also launching a region-wide TikTok Hashtag Challenge. Shoppers are invited to join in and showcase their own version of the shuffle dance moves from Lazada’s 11.11 film in a freestyle 20- second TikTok dance video.

The group will also perform at Lazada's virtual concert on 10 November, which will also feature top local celebrities across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines. Appearances include Wang Lei, Jasper La and chief discount officer , Royce Lee from Singapore, Nora Danish and Dayang Nurfaizah from Malaysia,  Agnez Mo, Tiara Andini and Via Vallen from Indonesia,  Bright Vachirawit – Win Metawin, Billkin Putthipong – PP Krit and JJ Kritsanaphum from Thailand, Tran Thanh and Ninh Duong Lan Ngoc from Vietnam and Alden Richards, Bea Alonzo, Maine Mendoza from the Philippines. 

The concert will be shown on Lazada’s in-app livestream channel LazLive, as well as local broadcasting networks and social media platforms. MARKETING-INTERACTIVE has reached out to Lazada for additional information regarding the ambassadorship. 

According to Lazada Group's COO, Raymond Yang, Lazada is constantly finding new ways to fully immerse its customers with fun and experiential activities. Focusing on both online and offline, the platform aims to create a holistic and enjoyable shopping experience.

"Leveraging our strong shoppertainment approach and working closely with our merchants to curate unbeatable promotions and rewards, we constantly challenge ourselves to deliver high impact and find meaningful ways to uplift the communities across Southeast Asia," Yang explained.

Last month, Lazada brought on board Marcus Chew as group CMO, succeeding Mary Zhou who is moving on to an internal role. Chew, who was previously CMO at NTUC Income, shared that in his view, great marketing has to go beyond just awareness, recall and engagement. "Great marketing should ultimately enable customers to discover or understand something about themselves, and for them to then be able to act on it in the most efficient way possible," he said.

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