Singapore — Germany-based automotive manufacturer and industrial sector supplier Schaeffler has announced the launch of a new series of regional motifs as part of the company’s global image campaign to promote its new claim, “We pioneer motion.” The company said the new motifs aim to highlight its corporate purpose and strategic direction. 

Schaeffler said the goal of the global campaign is to bolster its corporate brand worldwide and to underscore the company’s global orientation as a leading automotive and industrial supplier. Meanwhile, the regional campaign focused on APAC presented four new creative designs representing the brand’s ethos on innovation, tradition, uniqueness, and passion to succeed, while also drawing inspiration from the cultural diversity of the Asia Pacific region. It will be exclusive on digital channels like display and programmatic advertisements across social media platforms and display networks websites in six regional markets.

Dharmesh Arora, regional CEO at Schaeffler APAC commented on the regional extension of the global campaign, saying, “As a global company with strong local presence in multiple markets in the Asia Pacific region, the regional image campaign provides a strong foundation for us to communicate our pioneering spirit and innovative strength, which has been present since we invented the cage-guided needle roller bearing 70 years ago.”

Arora adds, “Additionally, as we embark on our Roadmap 2025 strategy, we look to sharpen and strengthen our focus on creating new and exciting opportunities to reach and engage with stakeholders through an integrated approach.”

The current regional campaign rides on the success of the first three waves of the global image campaign, which were rolled out in Germany, China, the USA, Japan, and India in October last year with the third wave including markets such as France and Italy. The global image motifs have generated an estimated 773 million impressions on multiple platforms and channels, leading to increased awareness and engagement to the Schaeffler brand. 

Ashish Shukul, director of communications and marketing of Schaeffler for APAC, said that Schaeffler’s global image campaign has given a major facelift to the company’s brand imagery and visual identity. Shukul added by saying that the momentum gained from the strong performance of the global campaign, especially the outstanding results in India, allowed us to extend Schaeffler’s campaign to other key markets like Australia, Indonesia, Korea, Singapore, Thailand, and Vietnam.

“We want to make our key stakeholders even more aware of Schaeffler’s extensive manufacturing and technology footprint in the Asia Pacific region. By leveraging learnings from the first three waves of the global campaign, we have adopted a much more targeted and culturally-relevant approach to enhance the presence and visibility of the Schaeffler brand. This also allows us to highlight the leading qualities that make us the preferred technology partner of our customers’ sectors, ” Shukul said.

Hong Kong – Lalamove, one of the leading on-demand delivery platforms in Southeast Asia, has recently launched a new regional campaign with the slogan ‘Lalamove it!’, that aims to inspire their partners in Southeast Asia and Latin America to get their businesses moving with the help of Lalamove. 

At the heart of the campaign is an ad featuring a playful and vibrant aesthetic, integrated with it a catchy tune using ‘Lalamove’ as part of the lyrics to make the message stick among viewers.

It helps that the platform’s inherent branding centers around optimism, with its bright orange brand color and within its name a workable catchphrase having the word ‘move’.

The ad promotes the company’s 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.

Alex Kwan, the marketing director of Lalamove, commented that technology has only accelerated over the last 18 months in the wake of COVID-19, and that the new normal has greatly impacted the local supply chain and movement of goods. With this, Lalamove constantly strives to meet the many different needs of its customers which are both SMEs and individuals alike. 

“We are extremely excited about the ‘Lalamove it!’ campaign, which will help us reach out to new audiences in the southeast markets and boost awareness of Lalamove in the social space. We can’t wait to tell the world that you don’t just move it – you ‘Lalamove it!’,” said Kwan. 

Within the campaign is a TikTok dance challenge that launched in four specific markets today. Celebrities and KOLs all over Southeast Asia have been partnered up to take the lead in the challenge.

For instance, Luis Manzano, Filipino actor and TV host, and Malaysian influencer Wingkeh and her partner Keifth, have been roped in to show off their ‘Lala-moves’ to amplify the ‘Lalamove vibe’ on social. 

Followers can then showcase their spirit and creativity by entering the TikTok challenge, performing their best #LalamoveIt dance with specially designed Lalamove stickers to win attractive prizes. 

The platform shared that the campaign is a joint effort of creative input from creative agency BBDO and produced by production studio Heckler. The TikTok campaign meanwhile was created by global media agency m/SIX.

The campaign’s ad will be shown on traditional and digital media in Singapore, Malaysia, the Philippines, and Thailand, as well as in Vietnam, Indonesia, Mexico, and Brazil. The brand campaign at large will be running across TV, digital, OOH, and social advertising,