Magic Mango Sri Lanka releases film for the highly anticipated Daraz e-commerce marketplace ‘Mobile Week’
Daraz.lk is Sri Lanka’s largest e-commerce marketplace, a go-to place for everything from ballpoint pens to fuel pumps. The platform is well known for their sales, so to get Sri Lanka excited for one of the most anticipated annual sales Magic Mango Sri Lanka launched this Daraz Mobile Week ‘Mobile Week’ film.
When it comes to both sales and e-commerce advertising in general, there are many ideas built around the anticipation before the sale that we felt it was essential that we moved away from the obvious. So we did exactly the opposite, focusing on the ones that were not excitedly awaiting for the sale to begin, but actually dreading it. The old mobile phone which were about to be replaced with up to 70% off on mobile phones and accessories during Daraz Mobile Week.
Speaking about the campaign, Andrew Ebell, Creative Director, Magic Mango said: “What inspired the piece was the simple insight that most people access Daraz.lk through the mobile app, which meant that everything from researching new phones to actually purchasing them was done on your phone. And so, if phones had feelings, they’d be quite depressed by this betrayal.”
Daraz.lk Head of Marketing, Heshan Perera, added: “Following the COVID lockdown, we didn’t want to do the typical “offer/deal” communication for this campaign, as our audience was starved of entertainment and would enjoy something different. And that’s exactly what we gave them.”
Credits
Agency: Magic Mango
Creative Director: Andrew Ebell
Creative Group Head: Shazad Synon
Planner: Sagar Hiranand
Account Director: Gayan Perera
Account Executive: Andrew Samuel
Head of Production: Dinesh Maheswaran
Production Company – Viral Media LK
Director: Minalee Madanayake
Director of Photography/Editor: Chrishan Ranjan
Client – Daraz.lk
Head of Marketing: Heshan Perera
Manger – Social Media & Content: Mohamed Shehan
Marketing Executive: Adbul Rahman
