Lazada ships out new brand positioning

Lazada has unveiled its new brand proposition, "Add to Cart. Add to Life.", recognising that shoppers no longer simply buy products for functional purposes. According to Lazada, this new brand proposition reflects its belief that eCommerce can add to the lives of consumers by inspiring meaningful connections and memorable experiences with their purchases. The new brand proposition will be complemented with the launch of a curated interactive live content series, LazLive+, that aims to bring together recognisable, authentic and trusted experts to share fresh tips and skills with shoppers. 

Lazada’s latest brand campaign will roll out in Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. Additionally, it will run across mediums including a 30-second film, OOH, a series of key visuals, influencer engagement, topical social media activation, and other creative executions.

In particular, the 30-second spot titled "Lazada - Add To Cart, Add To Life" seeks to illustrate visually the essence of its new brand proposition. In the video, three customers purchased products from Lazada including a frying pan, clothes, and gym equipment. However, instead of only receiving the products they have ordered inside the parcel, a chef, model, and a gym trainer appear out of the blue, and they start encouraging the customers to actively use the products. As they become more confident and immersed in cooking, trying out fashion apparel, and exercising, the taglines "Add flavours to life.", "Add colours to life.", and 'Add power to life" appear, alluding to Lazada's brand proposition "Add to Cart. Add to Life.". 

Debuting across Southeast Asia on 4 July, LazLive+ will launch a 15-episode D.I.Y. Like A Pro” series, where the episodes are designed to connect Southeast Asia's shoppers with new ideas and experts from all walks of life, through cooking demonstrations, styling know-how, gaming tips, and fitness motivation, among others. Each episode runs for an hour and will allow shoppers to interact in real-time with KOLs such as Aiken Chia, Andrea Chong, Derek Chong, Mong Chin Yeoh, and Tiong Jia En. 

With exclusive deals and entertainment that Lazada brings through the LazLive+ episodes, it hopes to enrich the lives the lives of shoppers, and those around them, creating more fulfilling moments. 

According to Lazada, each KOL represents a different lifestyle segment. In the "D.I.Y Like A Pro" series, Chia will challenge one of four KOLs to complete a task. The tasks are themed to each KOL's respective expertise, and they will share personal trips and hacks with viewers on how to get the most value out of the items featured. Meanwhile, Chia, who is also proclaimed as the underdog challenger in this series, will seek assistance from viewers through a voting process that will gain him access to bonus tools to help him complete his challenge easier. Viewers who aid him in the voting process will also stand to gain exclusive shopping vouchers. 

“As Southeast Asians continue to add to cart, we want to be that bridge that connects our customers to opportunities that add to life. For us, it’s not just about buying a pan; it’s about owning a pan to add amazing flavours to a delicious meal for loved ones. Likewise, it’s not just about buying a skipping rope; it’s about adding fitness and health to one’s daily routine,"  Marcus Chew, chief marketing officer, Lazada Group, said. He added that every product on Lazada has the potential to be the launchpad for enhancing abilities and value-adding to its consumers' lives.

“LazLive+ will also be a great source of inspiration for shoppers with its unique blend of shoppertainment and shop-spiration content, that will enable consumers to discover and unlock new passions and possibilities in their lives, thanks to the experts," Chew explained. 

In 2019, the eCommerce marketplace refreshed its brand identity with a new logo sporting a heart logo mark. It also launched a regional campaign themed "Go Where Your Heart Beats" and the repositioning was supported by Lazada’s “shoppertainment” strategy. That refresh was the first for the brand in five years previously, since the update of its tagline to "effortless shopping" in 2014.

Meanwhile, Lazada has also sought to support sustainable practices in the digital commerce ecosystem through its LazEarth campaign. Launched in April, the campaign focused on reducing plastic waste in its products and packaging. Additionally, the eCommerce platform worked with LazMall brands and partners to make eco-friendly products more accessible and identifiable to consumers, where they featured more than 70 brands and 5,000 items across its fashion and FMCG product categories that utilised reduced or better plastics in product and packaging. 

Separately, the Royal Thai Army lifted a month-long ban on Lazada recently, allowing its personnel to resume the use of the online shopping app. It also allowed the delivery of Lazada purchases at military facilities. According to previous local media reports, the ban was lifted as the ads with the improper content were being investigated and to aid the nation’s economy growing. 

The ban was initially imposed after a Lazada 5.5 TikTok videos by influencer Aniwat Prathumthi, and two others Kittikhun Thamakitirat and Thidaporn Chaokovieng, went viral online. Royalists called out the video for mocking Princess Chulabhorn, as one of the characters not only resembled her but was also in a wheelchair, where the princess requires a wheelchair due to the autoimmune disease Lupus.

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