Korean dramas drive Ninja Van Malaysia's latest campaign push

Ninja Van Malaysia has unveiled its "The Missing Promise" campaign to reinforce its commitment to provide hassle-free deliveries to all of its shippers and shoppers. According to the express logistic company, the campaign is an extension of the "Fantastic Service Recovery" initiative, which is a key pillar of Ninja Van's tech-enabled logistics narrative.  Inspired by the popularity of Korean dramas in Malaysia, the company decided to push forward with related videos to effectively convey its message and build an emotional connection between the character and the consumer. 

Written by K-drama experts, the campaign starts off with a man making a call to an unnamed courier service. The man then goes through a "sappy story" which captures the attention of a courier lady. According to Ninja Van Malaysia, it aimed to tell a story that customers should not have to through a hassle to get their parcel problems solved. BLKJ Havas was involved in the campaign which also ran in Indonesia and the Philippines.

Though there are many different ways of interpreting what makes for a hassle-free delivery experience, Ninja Van's regional head of branding and product marketing, Daungporn Naowabutra told A+M that the overarching brand proposition is simple. With the campaign, the company aims to further cement its brand's proposition through a broad mix of methods and channels, explained Naowabutra. While Ninja Van Malaysia declined to comment on the monetary value of the campaign, it said that its goal was to essentially turn its unhappy shippers to be less unhappy. 

On the marketing front, Ninja Van Malaysia intends to focus on getting the message across to its target audience via the most effective platforms. As this particular campaign is aimed at targeting social sellers in Malaysia, Naowabutra said that the company's assets will be marketed mainly on social media and online platforms. "The company's approach towards marketing has always been focused on ensuring that there is a consistent messaging and tone across all touchpoints," added Naowabutra. This year, the company will be focusing on different methods to bring its brand to life in terms of authenticity, building trust with its consumers. 

According to Adzim Halim, CEO of Ninja Van Malaysia, the campaign's purpose was to strengthen the company’s commitment to go the extra mile to continuously deliver delight and speed to both shippers and parcel recipients. “By examining the types of shipping pain points our shippers face, we’ve developed an approach towards issue resolution to ensure that we are able to reliably resolve all unhappy shippers’ issues quickly. To do this, strict processes and real-time data are in place to ensure that our Ninjas are equipped to effectively resolve issues for shippers,” he added

Since its launch in Singapore in 2014, Ninja Van has managed to grow into a regional logistics player in Southeast Asia, with networks in Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. Additionally, in September last year, the company managed to secure US$578 million in a Series E funding round. The funds would be allocated towards infrastructure and technology systems that will support a sustainable long-term cost structure and the quality and consistency of its operations. At the same time, Ninja Van said it would also be investing in its suite of micro-supply chain solutions to help Southeast Asian businesses optimise on eCommerce opportunities.

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