Campaign Spotlight

Campaign Spotlight: 12.12 Grand Christmas Sale at Lazada captures the essence of Filipino Christmas Spirit

MANILA, Philippines— As Christmas approaches, Filipinos are planning on their vacations, spending time with family, and what gifts to give their loved ones. For those mulling over the latter, Lazada 12.12 Grand Christmas Sale brings a myriad of options and quality choices as presents under the Christmas tree.

Bringing together four of their ambassadors in one campaign, each of them represents a different facet of the Filipino Christmas spirit: Mimiyuuuh – The uplifting energy and unending appreciation for our front liners; Bea Alonzo – The warmth of celebrating Noche Buena with family; Maine Mendoza – The fun of decorating the house with our loved ones, and; Alden Richards – The joy of surprising our friends with gifts during the holidays.

Created by Publicis JimenezBasic, the campaign showcases the different gifts ideas for every type of gift recipient, be it gaming accessories or electronics. A long time partner since 2016, PJB was given an opportunity to develop a local Christmas Campaign for 12.12 that shines a spotlight on what makes Filipino Christmas so special.


“Celebrating another Christmas in a pandemic, we want to focus on how the Filipino Christmas spirit is unstoppable, which meant the added importance of gift giving,” said Raffy Parcon, Client Service Director, Publicis JimenezBasic.

Focusing on togetherness, belongingness, and the chance to celebrate everything big or small, the film bares Maine decorating her house with her siblings, Alden gifting gaming accessories to his friends and being able to game with them virtually, Mimiyuuuh playing the role of a Lazada delivery rider and gifting a present to a frontliner, and Bea celebrating Noche Buena with family.

Set to the tune of a modern take on Deck the Halls by LoudBox, the melody and lyrics both say that everything can be found in Lazada.

“We really wanted to bring out the grandness and festive feeling in the arrangement, all while incorporating Lazada in the lyrics. We thought ‘Deck the Halls’ by Thomas Oliphant, the iconic ’Fa La La La La’ is a perfect fit for Lazada to bring in the Christmas cheer that perfectly symbolizes the Filipino spirit,” explained Neil Trinidad, Lazada Philippines Chief Marketing Officer.

According to Lazada, some of the popular categories at the 11.11 sale included over 2.3 million women’s fashion and clothing items, 30,000 mobile phones sold in the first 11 minutes, as well as over 3 million home and living items. They expect the same categories to fill up shopping carts this 12.12.

Additionally, there are some exciting shows lined up on LazLive livestream channel: –

  • Lazada 12.12 Quizmas live show every day from December 2 to 8
  • Lazada Millionaire is back and a new million-peso winner on Eat Bulaga
  • Paskong Pinoy Special show to be aired online on December 11, starting at 9 PM
  • Special Guess It! episodes sprinkled throughout the holidays on December 12, 24 and 31
  • 12 Days of Givemas starting 12 December, with special prizes to be given out every day as a count down to Christmas on December 25

Lazada is also introducing Lazada Gift Card just in time for the holidays. One can avail by clicking on the “Lazada Gift Card” icon on the home page, picking the amount and fill in the details of the recipient. The best part is the gift card is credited to the recipient’s Lazada Wallet and has no expiration date.

“At Lazada we always aim to offer our customers an elevated online shopping experience, from the top deals and promos we have on offer, to the myriad of entertainment options for consumers on the platform,” concluded Trinidad.

Partner with adobo Magazine

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