What does the World Cup have to do with Lazada? Absolutely nothing. Without being an official partner, you can't even mention the event. Typically, the official marketing route involves paying a premium for ads with skyrocketed prices. However, at Lazada, we hacked it.

Instead of battling for attention on the official TV screens, we targeted the second screens that everyone hold in their hands — the phones. Leveraging Lazada's livestreaming capabilities, we created a unique, gamified World Cup watch party. For 90 minutes, we transformed every goal, red card, and penalty into an opportunity to unlock exclusive deals, LIVE.

This project took significant internal selling and coordination because it was entirely new. Eventually we choose Vietnam, one of the most soccer-enthusiastic countries in the region, to execute this. Which in turn scored big, garnering 15 million media impressions and earning recognition from the press as the Most Watchable Show during the World Cup.