Online shopping mall Lazada is launching a new TV and digital advertising campaign which will run in Indonesia, Malaysia Philippines, Thailand and Vietnam from mid-June onwards. The new campaign will help underpin Lazada’s ambition to be the effortless, risk-free shopping destination for consumers in Southeast Asia.
The campaign, created by Leo Burnett Singapore, features three television commercials. Each humorously tackles different issues consumers in Southeast Asia face when shopping offline including traffic jams, chaos of a mall and limited product availability. The commercials are directed by leading Thai film director Suthon Petchsuwan, otherwise known as Mum. Mum is one of the top film directors in Asia and has won countless awards for his work including the campaigns he shot for Soken and Unif Green Tea.
The new TV and digital campaign will go live in the Philippines on June 22, 2014 and will appear on the two leading free-to-air TV stations – ABS-CBN and GMA.
The company also unveiled a new website and logo which is now live in each of the six markets that Lazada operates across the region.
Lazada’s goal is to create a truly effortless shopping experience for its customers and the new shopping mall inspired website allows fast and easy to navigate shopping across the widest selection of local and international brands across thirteen categories. The categories are conveniently arranged by floors, much like how shoppers would find them in traditional malls.
Shoppers can also access Lazada anywhere via its Mobile site or iOS and Android apps, choose cash on delivery payment, enjoy free returns and extensive customer care, making the experience enviably effortless.
Accompanying the new website is a new logo that has a more contemporary feel than the previous logo, designed to appeal to a more aspirational customer base. The logo was created by Michael Stallenberg, Creative Director of Lazada who commented: “Using Asia as a backdrop, I was inspired by the multiculturalism and the sheer energy of these countries. So, I used the architecture from Southeast Asia, to create the “bridges” in the A’s, which in Lazada’s world translates as the bridge between consumer and product.”
Maximilian Bittner, CEO of Lazada Group commented: “We are very excited to be launching our new campaign, branding and website. Our new campaign tackles the various issues consumers encounter when shopping offline in a very humorous manner – we are sure it will encourage more consumers to think twice about visiting busy shopping malls and instead shop effortlessly online!”
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