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‘Be anything but vanilla’ says new campaign for Lazada from Wunderman Thompson

Lazada has launched a new brand campaign called ‘Go Where Your Heart Beats’. The campaign has been created by Wunderman Thompson Singapore. The new brand identity for the ecommerce firm was created by Superunion Singapore.

The campaign chronicles the journey of three individuals who choose to follow their heart instead of going down the beaten path.

According to a note from Lazada, “‘Go Where Your Heart Beats’ is the brand articulation of the evolved vision first unveiled earlier this year in March – to accelerate Southeast Asia progress through commerce and technology. This marks the ecommerce brand’s first refresh in five years, since the update of its tagline in 2014.”

Speaking about the campaign, Lazada group CEO Pierre Poignant said: “As this region’s ecommerce pioneer, we first introduced Lazada in South East Asia to provide effortless shopping online.

“Seven years on, we are the ecommerce leader that aims to serve 300 million customers by 2030. We are elevating the role of Lazada beyond just a transactional shopping platform, to a lifestyle destination that can enable and progress hopes, dreams and desires – whether you’re a seller or a shopper.”The campaign also marks the launch of Lazada’s new brand identity. According to a note from Lazada: “It reflects a more youthful, energetic and dynamic look and feel. Key elements of the refreshed brand identity include a new heart logomark – a manifestation of the letter ‘L’ representing Lazada, configured as a three-dimensional box.

“The box represents the heart of Lazada’s business, and can behave in many different ways. Other brand elements include a new logotype, welcoming and youthful for the digital age, as well as a new palette of Lazada colours that reflect the vibrancy of shopping.”

Lazada Group chief marketing officer Mary Zhou added: “As South East Asia’s leading ecommerce platform by scale and by reach, we are capturing the heartbeat of the region by observing how they behave, engage with and respond to our platform.

“At the same time, we are contributing to the heartbeat of South East Asia as ecommerce pioneers constantly redefining the online shopper and seller experience through innovative features and tools.”

The campaign will run across South East Asia in six countries starting June 20.

Lazada’s creative and branding agency quest appears to have ended with the appointment of Wunderman Thompson and Superunion. The account had been passed over by another large network agency. A senior executive at the agency had told Mumbrella that the terms of engagement were not favourable and that the timelines for delivery of the campaign were too brief.

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