SINGAPORE – Online fashion destination Zalora has launched a regional integrated brand campaign for Asia entitled ‘Own Now’. Created by BBH, the campaign is launching with 15 second TVCs in Malaysia and Indonesia.
The campaign will roll out in the Philippines, Thailand, Vietnam, Hong Kong and Singapore with a variety of ‘owns’ across channels including online, out-of-home, TVC and print in the coming weeks.
The campaign features models and young influencers from across Asia bringing the ‘Own Now’ idea to life. The different ‘owns’ featured throughout the duration of the campaign include “Own the Dress”, “Own the Night”, “Own the Meeting” and “Own Hari Raya”.
Scott McClelland, Executive Creative Director, BBH Asia Pacific said: “Own now’ is all about confidence. It’s that feeling you have when you’re wearing something new and cool, or when you’re doing something you love. So while the idea works nicely for online fashion, it’s also a great way for Zalora to say to people – have fun, be confident about yourself and ‘own it.”
Alongside models, the Own Now campaign features a range of people from across Asia who embody the Own Now idea. These ‘owners’ are from the worlds of fashion, music and photography and include fashion blogger Ayla Dimitri from Indonesia, resident DJ from Singapore nightclub Zouk – DJ Ghetto, video blogger Huy Me and fashion photographer Tang Tang both from Vietnam.
Tito Costa, Regional Managing Director, ZALORA Group said, “The concept of Own Now has shaped the ZALORA brand and given us a clear and concise marketing narrative. With our extensive collection of global and local styles on our app and sites, people can ‘take on’ their world. Own Now is about having the tenacity to believe that you can own your world and any situation you find yourself in.”
The campaign debuts in Malaysia and Indonesia today and can be previewed on the Zalora website.
