Lalamove turns trucks into OOH art

Lalamove, a 24/7 on-demand delivery platform, has launched a new campaign to turn their delivery trucks into roving works of art. The campaign aims to give Lalamove trucks a fresh look, and decorate the streets with art and colors, while promoting local artistic talents.

The artists, Din Dong, PureHay Art, Thomas napoleon, and Wa Gor, took Lalamove's brand color orange as inspiration, and presented Lalamove's fast, reliable, and diverse range of services through each of their unique styles. From November 25 onwards, the eight limited-edition trucks will roam the streets of Hong Kong for six consecutive months, celebrating the company’s 8th anniversary.

Alex Kwan, director of marketing, Lalamove said, "Lalamove is not just about delivering goods. We are helping people to solve their daily problems by bringing convenience through our reliable and fast delivery service. We are pleased to partner with four talented local artists to together transform the trucks, which are usually regarded as functional tools, into art pieces that pedestrians could appreciate. We welcome more driver-partners to join this campaign and turn their trucks into walking works of art that form parts of Hong Kongers’ lives, like Lalamove’s services.”

Lalamove is also giving out prizes to selected consumers who successfully capture and post pictures of the special-edition trucks on Instagram with a caption on how they plan to deliver joy to their friends and family this Christmas tagging @lalamovehk and #LalamoveSupportsLocalArtist. The event will last until 15 December. The Lalamove trucks will make a surprise appearance on Haiphong Road in Tsim Sha Tsui on 5 December. Din Dong Cat (above) will also join the party to deliver joy.

In September, Lalamove launched a “Lalamove it!” regional campaign targeted at the Southeast Asia and Latin America markets. Together with a TikTok dance challenge that launched in four specific markets, Lalamove wants to remind consumers to: don't just move it, #Lalamoveit!

The brand campaign, ran across TV, digital, OOH and social advertising, is a joint effort of creative input from creative agency BBDO Singapore and produced by Heckler. The TikTok campaign was created by global media agency m/SIX.

The centrepiece of the campaign was a brand video featuring playful, vibrant and Instagramable aesthetic, together with a catchy tune using Lalamove as part of the lyrics that stick in your mind, promoting the company’s revolutionary on-demand service offerings to a multicultural audience with the message that customers can deliver anything, no matter how big or small, with Lalamove’s wide range of fleets, reliable and affordable services. It was shown on traditional and digital media in Singapore, Malaysia, the Philippines, Thailand, Vietnam, Indonesia, Mexico and Brazil.