Lazada: Dancer

Credits & Description:

Brand: Lazada
Agency: Leo Burnett Malaysia
Synopsis:
In South East Asia, the e-commerce sector is a warzone. Every player in the category is constantly firing off salvos of promos, price-offs, discounts vouchers, and what have you. As a result of this, the average e-commerce customer has become extremely price conscious. Their almost mercenary-like attitude has resulted in a sector that has almost no brand affinity for any of the online shopping sites they visit. They would open different tabs on different websites, furiously comparing prices to get the best deal, even if it's just a few cents cheaper. Lazada is no different, caught in a never-ending price war of deals and promos. This is when we decided that in order to build long term su