Reprise and Lazada strike a chord with M’sians in Merdeka campaign

Communications agency Reprise, IPG Mediabrands’ worked hand in hand with leading eCommerce platform Lazada Malaysia to launch a Merdeka campaign titled “Kita Merdekawan”.

The Merdeka campaign kicked off under Lazada’s new brand positioning themed ‘Go Where Your Heart Beats’. A series of three short videos were deployed across Instagram and Facebook alongside the Lazada app and website that cleverly allowed deals to be pushed throughout the Merdeka month, whilst embracing the “Malaysian-ness” in all of us.

Kevin Lee, Executive Creative Director of Reprise said, “Kita Merdekawan speaks to the heart of every Malaysian and stays true to the brand promise. It is meant to convey the message that we are united as friends, and patriotic at heart. The team managed to find a way to merge those two ideas in a creative manner, and the videos that have rolled out certainly tickle the funny bone in a way all Malaysians can relate to.”

With the tagline ‘Malaysians will always be Malaysians’, the videos take a colloquial and light-hearted approach, depicting three different individuals with their Malaysian personality shining through following their purchases on Lazada. Each video takes on a different aspect that customers look at when considering a purchase – German technology for an automatic gate, Texas Grilling for a BBQ set and Swiss Precision for a clock – but relate back to the uniqueness of Malaysians and how they use each of these items.

Across the videos, audiences are also able to find hidden clues for special Lazada vouchers and promotions that are related to the Merdeka theme. Viewers are encouraged to find the clues which can be keyed into the Lazada app to receive the voucher.

Diana Boo, Chief Marketing Officer of Lazada Malaysia commented, “The rollout of the campaign has connected with our customers on a very personal level and demonstrated the Lazada experience in true Malaysian fashion. It also reflects our recent brand refresh and reinforces our mission to become a lifestyle destination for all Malaysians – delivering more than just goods to consumers.”

This is Lazada’s first brand refresh in five years which was conceptualised on the common goal between the e-commerce giant and the brands and sellers they work with to demonstrate an aspiration of a better life. The refreshed brand identity marked the sporting of a new heart-shaped logo mark, with the letter “L” representing Lazada configured as a three-dimensional box.


Executive Creative Directors: Kevin Le, Mun Tuck Wai
Creative Director: Jarrod Reginald
Art Director: Lai Sook Ang
Copywriters: Jeihan Lee, Spenser Gow
Business Director: Nizfaraz Noor
Account Manager : Khairulakmal Rahman
Strategic Planning: Suresh Dharan, Teh Yan Xin
Producer: Denis Gonsalvez
Production House: Passion Pictures

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