Lazada had a strong claim — the Lowest Price Guarantee. But saying it wasn't enough. In a market flooded with deals and discounts, price claims blended into noise. The challenge was to make consumers believe it, experience it, and actively seek it out in a way that felt fresh, social and impossible to ignore.
We turned Lowest Price Guarantee into a #LazStealTheDeal heist. Instead of pushing deals, we made them disappear. Selected social products were pulled from Lazada, sparking confusion and curiosity across social feeds.
KOLs joined the narrative, teasing clues and fuelling speculation as the mystery spread. Then the reveal hit — the products weren't gone, they were hidden across Kuala Lumpur. Users became part of the chase. They cracked clues, followed trails, scanned QR codes and unlocked real Lazada deals in the physical world.
What started online spilled into the streets, turning social content into a live city experience. Lowest Price Guarantee was no longer a claim — it was a game people played and won.
