Lazada Looks to Attract More Female Customers with One Direction Contest

Today e-commerce service Lazada Indonesia, together with Sony Music Indonesia, announced that they’re holding a contest called “Bring Me to 1D Indonesia.” They are giving away two [1] One Direction concert tickets in New York with a ‘Meet and Greet’ event for one die-hard fan. Rizki Suluh Adi, the VP of marketing and business development of Lazada, noted how much Indonesians love the boy band. Currently the official One Direction Facebook page has more than 30,000 likes, and more than 115,000 followers on Twitter.

The One Direction contest is being held from October 8th to 31st. The requirements are quite challenging though. First, the participants must submit one voucher code received from Telkomsel and one order number received by pre-ordering the newest One Direction album on Lazada. Second, the participants will post a unique photo showing how much they love One Direction, with Indonesian characteristics. Each week, several chosen participants will be invited to compete on Indonesian TV Channel RCTI’s ‘Dahsyat’ musical program. And finally, the five finalists will compete head-on to show off their One Direction knowledge.

The fan demographic of One Direction is mostly female. So this promotion will definitely help increase the female audience of Lazada, the Rocket Internet e-commerce site for Asia. According to Tom Damek, the managing director of Lazada Indonesia, its female user-base is still slightly less than 50 percent. At the moment, most of the promotions over at the Lazada website are for electronics products, which cater more to male customers. Tom also told me that Lazada is definitely brewing up some other plans to cater more to female customers in near future.

For more information regarding the contest, check out BringMeTo1DIndonesia.com.

Lazada and Sony Music say there’s the possibility that the winner will be a teenager, so they’ve prepared another ticket for the winner’s guardian as well. ↩