DO.ASIA casts a spell with Lazada via fairy tale inspired ‘12.12 All Out Sale’ campaign

South East Asian micro-network DO.SEA (now DO.ASIA with Japan coming under a broader Asia remit) has launched its latest campaign for Lazada, Southeast Asia’s leading e-commerce platform. The campaign, titled “12.12 All Out Sale” is set to redefine how consumers engage with online shopping by blending creativity and cultural resonance.

Crafted to resonate with Lazada’s diverse audience across six key markets — Singapore, Malaysia, Vietnam, Indonesia, Thailand and the Philippines — the campaign taps into the prevalent consumer behaviour of price comparison during double-digit sale days. The creative strategy aims to position Lazada as the platform of choice, offering not just value but also a superior shopping experience.

“It’s a fun way to nudge people to switch to something better,” says Beer Poonnotok, Founding Partner and Executive Creative Director at DO.ASIA. “The ‘12.12 All Out Sale’ highlights Lazada’s unbeatable deals and smarter choices, much like the Evil Queen’s jealousy over Snow White’s newfound beauty—except here, the beauty lies in smarter shopping and better deals.”

Matthew Collier, Managing Director of DO.ASIA, said: “It was a pleasure working with such a lovely, respectful, collaborative team. And most importantly, we’re super proud of the work. It’s loud, brash and VERY Lazada.”

Marcus Chew, Chief Marketing Officer of Lazada Group, said: “This 12.12, Lazada is excited to bring joy to our consumers with a vibrant, fun, and fresh creative experience developed in partnership with DO. Celebrating those who’ve switched to the better sale, this concept goes beyond the video, seamlessly integrating across digital, social media, and offline activations. Executed across all six countries with local nuances, this campaign’s success is a testament to our strong collaboration in crafting the right creative idea.”

The “12.12 All Out Sale” campaign is live across Lazada’s key markets, engaging consumers through a mix of traditional and digital media as well as live activations, all while reinforcing the brand’s commitment to creating joyful shopping experiences.