Lazada rolls out more modern look with TV ads

Posted at 06/17/2014 4:29 PM | Updated as of 06/19/2014 8:50 PM
Lazada.com.ph Screenshot

MANILA - Lazada, one of the largest online shopping malls in Southeast Asia, has unveiled its new website, rolling it out across six countries -- Philippines, Malaysia, Singapore, Indonesia, Thailand and Vietnam.

The more modern look and logo, according to Lazada creative director Michael Stallenberg, are designed to give a more contemporary feel and 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," he said in a statement.

To kick off the update, Lazada will also premiere a brand new television and digital advertising campaign that aims to "humorously tackle different issues consumers in Southeast Asia face while shopping offline."

This includes traffic jams, chaos of a mall and limited product availability, according to Lazada.

The commercials, directed by leading Thai film director Suthon Petchsuwan otherwise known as Mum, are created by ad agency Leo Burnett Singapore.

The new TV ad will go live in the Philippines on June 22 and will appear on ABS-CBN.

"We are very excited to be launching our new campaign, branding and website," said Maximilian Bittner, CEO of Lazada Group.

"Our new campaign tackles the various issues consumers encounter when shopping offline in a very humorous manner - we are sure it will encourage more consumers to think twice about visiting busy shopping malls and instead shop effortlessly online," he added.