Shopee Malaysia has taken a cheeky swipe at Lazada Malaysia with its Valentine’s Day video to promote its contest that permits customers to win a date with their loved one. Eagle-eyed purchasers would possibly have noticed that the concept at the back of Shopee’s state-of-the-art video is fairly just like Lazada’s “Slash” the Leng Chai Lunar New Year video released in advance this year. Lazada’s “Slash” the Leng Chai campaign supplied clients the possibility to hire a boyfriend and spend time with senior citizens at a nursing home for a reunion luncheon.
Much like Lazada’s video, Shopee’s spot also begins with close up photographs of spouse and children bombarding the protagonist with questions about her love existence and the sort of guy she fancies. One even stated, “Eh, Shopee can purchase boyfriend ah?” This changed into accompanied by using subtitles which include “Later ask boyfriend questions once more…sibeh sien ah”, “Where can? ‘Slash’ additionally cannot los angeles…” and “Wah this video promote ‘kao kao‘”.
The scene then cuts to the protagonist bringing home a boyfriend throughout Valentine’s Day, lots to the wonder of her relatives. Shopee then seized the opportunity to poke amusing at Lazada the use of the subtitles “Wink so powderful, real boyfriend now not the renting boy one leh” and “We greater atas lor, use DSLR one”.
In the video, the boyfriend is seen kneeling down and asking the protagonist’s grandmother to be his valentine. This was additionally observed by using the subtitles “No need go vintage oldsters domestic, spend actual excellent time with them. Sayangi-lah orang tuamu.” and “Ini baru sayang sebenarnye, don’t want to lie and lease a boyfriend.”
In a announcement to A+M, Shopee’s spokesperson stated it wanted to tackle a funny and memorable method and noticed the possibility to reply to Lazada’s “Slash” the Leng Chai Lunar New Year video with out being disrespectful. “It was a lightbulb moment. The parody become merely a banter. No malice turned into intended,” the spokesperson stated.
It desired to project the limits of what the Valentine’s Day birthday celebration is all about. On the economic the front, Shopee’s spokesperson stated that the party particularly targeted on romance. However, it desired to introduce the which means of love and appreciation in the direction of all loved ones, be it friends, partners, mother and father or grandparents.
According to the spokesperson, the group turned into given most effective much less than a week to ideate and finalise the storyboard earlier than it went ahead with the manufacturing of the video. As with most of our classified ads and videos, the concept got here from the internal advertising group.
Shopee’s Valentine’s Day video is a lead as much as the opposite tasks underneath its Valentine’s Day birthday celebration campaign. The spot became released to offer a holistic feel-true revel in with the aid of interacting and attractive with customers first with a terrific chuckle followed through a number of other activities and specifically-curated content material.
“The most effective form of advertising and marketing is word of mouth advertising. The question is then how to get people to talk about you? As a brand that is younger, a laugh and most currently verified to be sophisticatedly witty, the foundation came from our aspiration to capture the attention of all Malaysians. This could then translate into true and long-time period logo affinity. It can’t constantly be about income and reductions, and that means, injecting actual human feelings in our advertising efforts,” Shopee’s spokesperson added.
Responding to the video in a announcement to A+M, Lazada Malaysia’s CMO Andrew Gnananantham said “imitation is the sincerest form of flattery” and the company is honoured that its Lunar New Year campaign is getting a lot fanfare, along with inspiring the replica by using Shopee.
“In today’s international, brands are vying for limited attention and it has come to be an increasing number of tough to be unique. That is why it is vital for manufacturers to have strict inner governance on authenticity, throughout all parts of the commercial enterprise. At Lazada, we’re proud to be constantly innovating and we look ahead to growing more enticing campaigns for our clients,” he brought.
According to statistics from Meltwater, some of the trending issues of Shopee’s marketing campaign encompass “Sky Malaysia enjoy”, “lucky couples”, “genuine love”, “away the suitable date” and “general of 16 tickets”. Mimrah Mahmood, nearby director of media answers, Meltwater stated that competing brands duking it out and making a laugh of every other is nothing new, but with social media, those interactions unfold in actual-time and to a completely extensive, very responsive target audience.
“Brands that choose to engage in those kinds of exchanges on line need to be nimble so as to reply quick and get the maximum out of the instant,” Mahmood stated.
Meanwhile, records from Digimind showed that majority of public chatter approximately #ShopeeMyValentine on social media came from influencers, a lot of who in comparison the video to Lazada’s however with out ever explicitly mentioning Lazada. The idea of a apartment boyfriend for festive events like Chinese New Year and Valentine’s Day garnered focus in these posts.
According to Digimind, a deeper look into remarks on those posts show that maximum fans did not remark further on the similarities between the movies. However, some human beings stated that the Shopee video become funny, with many human beings guffawing emoji. Among the list of trending topics diagnosed with the aid of Digimind have been “Slash the”, “funnier”, “leng chai video”, “yasmin ahmad” and psst”.