Page 51 - MA2022-Souvenir-Programme

Excellence Award

“送嘢就嗌Lalamove，一Call萬應!”
Lalamove

Established in Hong Kong in 2013, Lalamove strives to empower the local communities by making deliveries fast and simple at
a click of a button through its innovative on-demand logistics solutions. Within eight years of time, Lalamove rapidly expands
its footprint to over 30 markets across Southeast Asia and Latin America. Albeit its rocketing growth in the emerging markets,
Lalamove was only the second market player in its home market Hong Kong, and there was huge potential in brand and awareness
building.

Aspiring to become the top-of-mind delivery brand in Hong Kong, Lalamove launched a year-long integrated marketing campaign
“送嘢就嗌Lalamove, 一Call萬應”.

Delivery brands are always regarded as pragmatic and operation-focused which lacks human touch and emotional benefits. In
phase 1, Lalamove broke the stereotype by introducing a fun, young and bold brand image with highly memorable creatives and
jingle. It painted the city orange with disruptive and frequent media domination. Different use cases were introduced to educate
the audience why, when and how they can use Lalamove to solve their daily problems.

In phase 2, Lalamove extended the communication to business clients to build brand trust supported by Nielsen Survey that
over 90% of SMEs were satisfied with Lalamove’s service. It dominated OOH in core industrial areas with on-target messages
and collaborated with key industry players to build business use cases. Lalamove also launched a loyalty programme, Lalamove
Rewards, to elevate customer journey and increase brand loyalty.

After the campaign, Lalamove’s brand awareness increased significantly and eventually surpassed its key competitor (Source:
YouGov). This campaign has not only driven substantial business growth, but also earned money-cannot-buy brand love for
Lalamove, including genuine content and engagement from celebrities. All of these, are backed by product truths that Lalamove
is committed to providing fast and affordable on-demand delivery service to the Hong Kong community.

Comments from the Judges:
It was commended as a tactical and methodical marketing campaign which has remarkably established high brand awareness of
Lalamove within a short period of time through well-defined positioning and proposition strategies.
The programme was well-planned and executed. Based on in-depth researches and analyses, Lalamove had a clear understanding
of the target markets and developed a campaign building its high relevance to local needs as a problem solver for mass households
at first, and then shifting to be a trusted partner for SME businesses. The easy to remember slogan effectively differentiated
Lalamove from the competitors by introducing its core elements: speed, value and availability. The idea of use cases with different
strategic partners to capture unmet needs and the launch of rewards programme to enhance customer loyalty were smart and
brilliant.

The results were remarkable in view of high brand awareness and the increase in first time users, usage frequency by exiting users
as well as orders and transactions. Beyond quantifiable results, Lalamove has successfully built goodwill and elevated the brand
affinity with an adaptive and agile approach to support local businesses to rebound amidst the economic uncertainties.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Secret Tour Hong Kong
2. m/Six Hong Kong
3. Hill+Knowlton Strategies

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HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022