On-demand delivery platform Lalamove has unveiled a laisee giveaway campaign to support local SMEs and the “Night Vibes Hong Kong” campaign initiated by the government.
As part of the campaign, the brand will offer HK$300 delivery laisees to 100 SMEs who will be participating in the harbourfront night bazaar and cross-promotion scheme to help drive excitement and traffic to the event.
The primary audience of the campaign are SMEs who are the backbone of the economy, as well as the mass audience, Kristie Cheung, head of marketing communications, Lalamove told MARKETING-INTERACTIVE.
“As SMEs’ trusted delivery partner, apart from offering day-to-day fast and reliable delivery services, we stay on top of trends to help our merchants seize business opportunities like the night economy,” Cheung added.
The campaign has gone live since the opening ceremony on 14 September and it will keep updating its promotions as more details of the night bazaar unfold to keep the surprise and support coming.
In terms of marketing strategies, the campaign consists of a few layers spanning from online to offline, including distributing delivery laisee, by which the brand aims to ignite enthusiasm and demonstrate the backing for the night economy and participating SMEs, addressing their delivery challenges effectively. At the same time, the brand is creating more orders for its driver partners.
Online to offline cross-promotion has also been leveraged. By onboarding night bazaar merchants on Lalamove’s loyalty programme Lalamove Rewards, the brand aims to promote the SMEs’ brand and products to Lalamove’s vast base of loyal users and drive traffic to the night bazaar in exchange for offline exposure of the brand at the events, where there are logistics needs.
To amplify the campaign message, the brand announced the initiative immediately after the government’s official kick-start ceremony through media alert and Lalamove’s social channels such as Instagram, the initiative attracted media’s attention and rode on the news cycle with more than 20 coverages from major media outlets, according to the Cheung.
Cheung said: “Logistics is the veins of society, especially a vibrant night economy. We hope to give a boost to the Night Vibes Hong Kong activities by moving things that matter for our SME merchants, and joint promotions via our platform to bring business and traffic from online to offline channels, helping SMEs and our driver partners to capture the opportunities round the clock. We will keep the surprises and good vibes coming!”
Last Thursday, the Hong Kong government revealed the details and upcoming promotional activities as part of the “Night Vibes Hong Kong” campaign, which is designed to promote the city's nightlife and boost local economy. This has also caused a fair bit of chatter among HongKongers.
As part of the campaign, the Hong Kong Jockey Club (HKJC) and MTR Corporation have contributed their efforts in promoting the city's night economy, such as launching a free Wednesday night at Happy Valley Racecourse for the public, and offering commuters a domestic single ride for every five-night ride after 10.30pm.
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