Lazada has recently launched its newest campaign with the title “Go Where Your Hearts Beat.” an brand idea that marks a new chapter for SEA’s leading eCommerce platform. Starting things off is a series of films that take you through the journey of three individuals, whose stories show that following your heart’s desires no matter how big or small, can open up a lot of possibilities.
Go Where Your Heart Beats was first unveiled in March, with a goal of accelerating the region’s progress through commerce and technology. This marks Lazada’s first refresh in a span of five years.
“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.”
-- Pierre Poignant, Lazada Group Chief Executive Officer
This move is supported by Lazada’s strategy to continuously uplift the shopper experience, and empower sellers to become super eBusinesses, as well as its ongoing efforts with local community segments such as rural sellers and mumpreneurs.
Along with its new campaign, Lazada also unveiled a new logo that relfects a more youthful, energetic and dynamic look and feel. It involves the use of a new heart logomark -- a manifestation of the letter “L” representing Lazada, shown as a 3D box which represents the heart of Lazada’s business. Other elements include a new logotype, as well as a new palette of colors that reflect the vibrancy of shopping.
“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.”
-- Mary Zhou, Lazada Group Chief Marketing Officer
Lazada’s campaign will run across South East Asia in six countries starting June 20, 2019, and consists of one 60-second film, three 30-second vignettes and a series of key visuals.
The refreshed brand campaign was conceptualized and developed by Wunderman Thompson Singapore, while the brand identity was developed by Superunion Singapore.