Lalamove honours unsung driving heroes with regional campaign

On-demand delivery platform Lalamove has unveiled a regional branding campaign to honour and celebrate its driver partners' contributions.

Also known as "Heroes behind the wheel", the campaign is launching across Lalamove's key markets in Hong Kong, Southeast Asia, and Latin America. The campaign will run from now until August and is being driven by Lalamove's in-house teams with support from local production agencies.

By portraying Lalamove's driver partners as local hero figures, the campaign seeks to highlight how Lalamove’s strong driver partner network empowers local communities.

The campaign comes with a series of localised videos, personal narratives, and supporting activations, aiming to showcase Lalamove’s platform and foster greater driver partner engagement as well as loyalty. 

These videos capture the unique characteristics of local markets. For instance, the Hong Kong brand video, titled "師兄真英雄，城市因你流動", highlights Lalamove driver partners delivering what matters and supporting SMEs such as a wedding gown rental shop, by providing fast and reliable delivery. 

On the other hand, the SEA regional video casts Lalamove drivers as hero figures, showcasing how impactful they are in the on-demand delivery space. 

While in Latin America, the corresponding video showcases how the platform enables driver partners to take control of their professional lives, achieving work-life balance while positively impacting their personal and financial wellbeing.

While the video series is the centre piece of the campaign, they are supported by real-life driver story feature through PR, and further reinforced by direct driver engagement activities offline.

To further amplify the campaign, Lalamove is rolling out complementary initiatives. Coinciding with Father's Day celebrations, it has launched the "Deliver care - driving dreams competition", which invites children of Lalamove driver partners to create drawings depicting their loved ones. These activities will be rolled out across different markets, while the enrollment in Hong Kong will start from 17 June 2024.

Additionally, dedicated driver engagement day events, such as driver award ceremonies and family movie days, will also be held across markets to show appreciation for the platform's driver partners’ hard work and commitment.

Quincy Yip, director, customer experience and marketing, Lalamove, said: "Behind every Lalamove delivery, there is a story of connection and empowerment. Our driver partners are the heroes who make it possible, helping SMEs to grow and thrive, while earning to support their families and personal goals. This campaign is our way of highlighting their important contributions and reinforcing our appreciation for their partnership with Lalamove."

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