Lazada pushes new site with TV, digital campaign

Online shopping mall Lazada has launched its new website, rolling it out across its six markets - Malaysia, Singapore, Indonesia, Philippines, Thailand and Vietnam.It has launched a TV and digital advertising campaign to accompany the site launch, created by Leo Burnett Singapore. The campaign features three television commercials with each of them humorously tackling different issues the consumers in Southeast Asia face when shopping offline including traffic jams, chaos of a mall and limited product availability. The commercials are directed by leading Thai film director Suthon Petchsuwan, otherwise known as Mum.Accompanying the new website is a new logo that has a more contemporary feel than the previous logo, designed to appeal to a more aspirational customer base and created by Michael Stallenberg, creative director of Lazada."Using Asia as a backdrop, I was inspired by the multiculturalism and the sheer energy of these countries. So, I used the architecture from Southeast Asia, to create the "bridges" in the A's,which in Lazada's world translates as the bridge between consumer and product,” Stallenberg said.Maximilian Bittner, CEO of Lazada Group said: “We are very excited to be launching our new campaign, branding and website. Our new campaign tackles the various issues consumers encounter when shopping offline in a very humorous manner - we are sure it will encourage more consumers to think twice about visiting busy shopping malls and instead shop effortlessly online.”Launched in March 2012, Lazada now has over 1700 employees across Southeast Asia. According to the company it has seven million Facebook followers and its websites have over 1 million visits every day.The company has raised approximately US$430 million in funding over the past two years from key investors including Tesco, J.P. Morgan, Verlinvest, Summit Partners and Investment AB Kinnevik. Lazada is part of the Lazada Group which also includes the C2C platform, Lamido.