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WPP’s Superunion creates ‘hyper-localised’ Asia campaign for Zalora

Two months after its creation from five consolidated WPP agencies, Superunion has created its first major Asian campaign for the online clothing brand Zalora.

The agency, which is formed from Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT, collaborated with Zalora’s in-house marketing team to create a revamped version of the brand’s four-year-old  ‘Own Now’ concept.

Aimed at “building a stronger brand identity across hyper-localised markets”, the online and out-of-home campaign shows various people from across Asia saying the words ‘definitely’ and ‘maybe’ in their own language as they try on different outfits.

The campaign will roll out in Singapore, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan from today.

Originally coined by BBH in 2014, the ‘Own Now’ concept is intended as “a celebration of authenticity, diversity, empowerment, individuality, self-expression and personal style”, the brand said in a statement.

This refreshed version of the ‘Own Now’ concept was put together by Superunion, a 750-person agency that formed in January as part of WPP’s ongoing consolidation efforts. 

Led by global CEO Jim Prior and executive chairman Simon Bolton, the agency’s Asian footprint encompasses Singapore, Indonesia, Hong Kong, Beijing, Shanghai, Thailand and India.

In addition to Superunion, the campaign’s production was aided by Indonesian photographer Ivanho Harlim, who shot the stills and video.

Zalora’s in-house team handled the campaign’s media planning and buying.

Speaking about the campaign, Zalora’s chief marketing officer Tito Costa said: “The concept of Own Now has shaped the brand and given us a clear and concise narrative… Own Now is about what makes you, you.”

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