Zalora's latest brand mantra: Own Now

Online retailer Zalora has launched a regional integrated brand campaign entitled ‘Own Now’.

The campaign, created by BBH, has models and young influencers from across Asia bringing the ‘Own Now’ idea to life. These ‘owners’ are from the worlds of fashion, music and photography and include fashion blogger Ayla Dimitri from Indonesia, resident DJ from Singapore nightclub Zouk - DJ Ghetto, video blogger Huy Me and fashion photographer Tang Tang both from Vietnam.

The campaign launched in Malaysia and Indonesia with a 15-second TVC. It will also roll out in the Philippines, Thailand, Vietnam, Hong Kong and Singapore across channels including online, OOH, TVC and print in the coming weeks.

Tito Costa, regional managing director, Zalora Group said the concept of 'Own Now' has shaped the Zalora brand and given the brand a clear and concise marketing narrative.

“With our extensive collection of global and local styles on our app and sites, people can 'take on' their world. 'Own Now' is about having the tenacity to believe that you can own your world and any situation you find yourself in.”

Scott McClelland, executive creative director, BBH Asia Pacific said: “Own Now is all about confidence. It's that feeling you have when you're wearing something new and cool, or when you're doing something you love.  So while the idea works nicely for online fashion, it's also a great way for Zalora to say to people - have fun, be confident about yourself and 'own it.”

Check out the campaign below: