Last month, it was reported that Lazada, one of the fastest growing online shopping site in Southeast Asia, launched its service in Singapore. It is now available in Malaysia, Singapore, Indonesia, Philippines, Thailand and Vietnam.
To drum up its presence in the region, especially when there are more and more online shopping sites vying for our attention, Lazada 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.
While online advertising through Google and Facebook ads are common ways to get more customers, Lazada seems to be betting big on the more conventional TV ads.
Other than focusing on TV ads, it has also changed its logo to one that has a more “contemporary” feel than the previous logo, designed to appeal to a more aspirational customer base.
“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,” Creative Director Michael Stallenberg said.
Here’s a comparison of the old and the new logo:
Launched in March 2012, Lazada now has over 1700 employees across Southeast Asia. Lazada also claims to be one of the highest trafficked online shopping site in the markets it is currently available. It has accumulated 79 million page visits in the first quarter of 2014 alone.