Lalamove has launched a “Lalamove it!” regional campaign targeted at the Southeast Asia and Latin America markets. Together with a TikTok dance challenge that launched in four specific markets, Lalamove wants to remind consumers to: don't just move it, #Lalamoveit!
The brand campaign, which will run across TV, digital, OOH and social advertising, is a joint effort of creative input from creative agency BBDO Singapore and produced by Heckler. The TikTok campaign was created by global media agency m/SIX.
The centrepiece of the campaign is a brand video featuring playful, vibrant and Instagramable aesthetic, together with a catchy tune using Lalamove as part of the lyrics that stick in your mind, promoting the company’s revolutionary on-demand service offerings to a multicultural audience with the message that customers can deliver anything, no matter how big or small, with Lalamove’s wide range of fleets, reliable and affordable services. It will be shown on traditional and digital media in Singapore, Malaysia, the Philippines, Thailand, Vietnam, Indonesia, Mexico and Brazil.
BBDO Singapore's chief creative officer, Tay Guan Hin, explained that there is fierce competition in the space and local delivery services across Southeast Asia and Latin America have their strong colours and personality. To break free from the clutter, Lalamove needed something fun, quirky, energetic and ownable, he said.
"Lalamove is always moving and constantly innovating, with a variety of vehicle options and strong services. So it's critical to project a lively modern persona that helps the brand stay ahead of its competition. It wanted to target small and medium businesses, including start-ups who are young entrepreneurs," he added.
BBDO Singapore and Heckler's Brazilian director Boca Ceravolo optimised Lalamove's brand colours and designed the brand's video and static content to be as Instagrammble as possible by using different types of colourful graphical patterns to repeat. "We used much-needed colours to light up the world during these trying times," Tay said.
According to him, this execution enabled the team to be more flexible as it could introduce as many features colourfully and stylistically. "We were not just creating a style for SEA but also something that works for other regions such as LATAM," he said.
The team created many versions of the content to communicate Lalamove's USPs. While "Just Lalamove it" as a concept has always existed, Tay said it has not been brought to life in the way that the team has done now. BBDO collaborated with SongZu for this project to compose a piece that reflects the brand’s personality and also ownable to Lalamove.
"A brand name such as Lalamove is the perfect opportunity to use the brand name as a verb. We needed a catchy song to evoke an emotion to trigger memories for brand awareness and high recall. It's not an easy thing to do. It's got to sound likeable. Good repetition in the medley is what makes it stand out," Tay added.
Celebrities and KOLs all over Southeast Asia, for instance Luis Manzano, Filipino actor and TV host, and Malaysian influencer Wingkeh and her partner Keifth, will take the lead in the TikTok dance challenge by showing off their Lala-moves amplifying the Lalamove vibe on social. Followers can then showcase their spirit and creativity by entering the TikTok challenge, performing their best #LalamoveIt dance with our specially designed Lalamove stickers to win attractive prizes.
Alex Kwan, marketing director of Lalamove, said, “Technology drives social, cultural and economic changes, which have only accelerated over the last 18 months in the wake of COVID-19. Individuals and businesses, large and small, are still adapting to this new normal and how it has impacted the local supply chain and movement of goods.”
“Lalamove always strives to meet the many different needs of its customers, providing SMEs and individuals alike with fast and reliable service,” Kwan continued. “We are extremely excited about the ‘Lalamove it!’ campaign, which will help us reach out to new audiences in the southeast markets and boost awareness of Lalamove in the social space. We can’t wait to tell the world that you don’t just move it – you ‘Lalamove it!’.”