Lazada is launching a new brand campaign to signal their new era of e-commerce. Titled Go Where Your Heart Beats Lazada’s new campaign will consist of a series of films following three individuals who follow their desires, however big or small, which can ignite new possibilities.
The Go Where Your Heart Beats campaign is Lazada’s first brand refresh in five years. This repositioning is supported by Lazada’s soppertainment strategy to continuously improve its shopping experience as well as seller empowerment to turn all brands and sellers to super e-businesses.
“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,” said Lazada Group Chief Executive Officer Pierre Poignant.
Lazada’s new campaign also entails a refreshed brand identity to reflect a youthful, energetic, and dynamic look and feel. Their new logo is configured as a three-dimensional version of the letter “L” to represent Lazada. The box represents the heart of Lazada’s business and can behave in different ways.
“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,” said Lazada Group Chief Marketing Officer Mary Zhou.
Lazada’s new brand campaign will run across South East Asia in six countries starting on June 20, 2019. It will consist of a single 60-second film and three 30-second vignettes and a series of key visuals.
These films will feature an office work who pursues his passion to be a rock musician, a young lady inspired by Lazada’s live streaming platform, and a woman who turns her love of cookies as a child into a successful career as a pâtissier.
Lazada, E-Commerce, Shopping,