THE MARATHONER'S GUIDE TO MARKETING

After a series of exciting running events around our region, Lazada Group Chief Marketing Officer, marathoner and this month’s August Mentor Marcus Chew finally has the time to speak to Augustman

- SUFFIAN HAKIM

THE MOST UNEXPECTED INVITE I’ve ever gotten for a sporting event is perhaps the Lazada Run. Okay, no, the most unexpected invite I’ve ever gotten for a sporting event was for the Cooper’s Hill Cheese Rolling Competition (where hundreds of participants roll down a hill to be the first to get their hands on a wheel of cheese – Google it, it’s bonkers) in Gloucestershire, UK. But Lazada Run is a close second – not because it has the kind of absurd novelty that the former has, but because it’s unexpected. A Lazada Run is like a Louis Vuitton Chemistry Set – not entirely implausible, but not exactly within the brand’s DNA either. Or so I thought.

If you were there at Marina Barrage on the morning of 23 July, you might, like me, change your mind very quickly. Lazada Run was a resounding success. There was a vibrant, bustling Race Village featuring food and beverage stalls, as well as showcase booths by Lazada brand partners, LazBeauty and RedMart. A stage provided entertainment for guests. The route was scenic, starting at Marina Barrage, past the verdant vistas of the Bayfront Area, and East Coast Park for longer distances. It attracted 7,000 people, who took part in 5km, 10km and half-marathon (21km) races. Nonrunners came in the droves as well, simply to take in the atmosphere, participate in the festivities and take their Lazada shopping experience IRL.

Lazada Run in Singapore came a full three months after Vietnam’s Lazada Run on 23 April this year. The Vietnam run would be the first leg in a series of Lazada Runs across Southeast Asia, with runs also held in Indonesia, Thailand, The Philippines and Malaysia.