Lazada, the e-commerce company, has teamed up with Leo Burnett Malaysia on a brand and awareness campaign for Southeast Asia.
The campaign consists of two inspiring spots titled, “Blast Off” and “Dancer”. Based on their brand promise of Joy in Every Parcel, the story focuses on the feelings that come with every parcel received and opened. Both films, directed by Rajay Singh from Think Tank, are pushed across Malaysia, Indonesia, Thailand, Vietnam, Philippines and Singapore.
Andrew Gnananantham, CMO of Lazada Malaysia said, “E-commerce in Southeast Asia, is not just a story of convenience, it's about access. It's about enabling people to better the lives of themselves and their families. As sponsor of this initiative, it was a pleasure to partner with Leo Burnett and Think Tank, who worked tirelessly to capture that story in a way that was emotive, relevant and ultimately meaningful, to the millions who are now embracing Lazada.”
“This year, we really wanted to touch our consumers by unearthing the emotions associated with giving and receiving a gift. We’re off to a good start with the two spots, which were produced regionally and are being aired in six of Lazada’s key markets” added William Gaultier, SVP of brand, social, and communications of Lazada Group.
Explaining the inspiration behind the idea, Andrew Low, ECD of Leo Burnett Malaysia said “We wanted something that went beyond just the obvious convenience of e-commerce transactions, transcending the functional to deliver a transactional value of emotions between Lazada and consumer. Through the brand work, we wanted to explore the underlying theme of believing in what we dream of.”