Lalamove Shines a Spotlight on the "Heroes Behind the Wheel" Via Their Latest Regional Branding Campaign

KUALA LUMPUR – Lalamove, the leading on-demand delivery platform, unveiled its new "Heroes Behind the Wheel" regional branding campaign to honour and celebrate the vital contributions of their driver partners, across Lalamove's key markets in Hong Kong, Southeast Asia and Latin America. By portraying Lalamove's driver partners as local hero figures, the campaign seeks to highlight how Lalamove’s strong driver partner network empower local communities.

"Behind every Lalamove delivery, there is a story of connection and empowerment. Our driver partners are the heroes who make it possible, helping SMEs to grow and thrive, while earning to support their families and personal goals,” said Quincy Yip, Director, Customer Experience and Marketing at Lalamove.

"This campaign is our way of highlighting their important contributions and reinforcing our appreciation for their partnership with Lalamove."

Through a series of localised videos, personal narratives and supporting activations, the campaign aims to showcase Lalamove’s platform and foster greater driver partner engagement as well as loyalty. These videos capture the unique characteristics of local markets. For instance, the SouthEast Asia regional video casts Lalamove drivers as hero figures, showcasing how impactful they are in the on-demand delivery space. Additionally, the Hong Kong brand video highlights Lalamove driver partners delivering what matters and supporting SMEs such as a wedding gown rental shop, by providing fast and reliable delivery. Meanwhile, the Latin America video showcases how the platform enables driver partners to take control of their professional lives, achieving work-life balance while positively impacting their personal and financial well-being.

To further amplify the campaign, Lalamove is rolling out complementary initiatives. Coinciding with Parent’s Day celebrations, Lalamove Malaysia invites its driver partners to share about how they navigate their roles as driver partners and committed and loving parent to their children. For instance, a Van driver partner named Mukhsin in Johor Bahru endures a long distance relationship with his wife and two young kids to earn a living with Lalamove. Though the distance separates them, Mukhsin admits the flexibility offered by Lalamove allows him to visit his family several times a week.

Meanwhile, Nava Neeta is a 4x4 Pickup driver partner who balances her full-time job as a Human Resources executive and a part-time driver. According to Nava, her earnings as a Lalamove driver has fulfilled her dreams to travel with her family, with trips including Langkawi and Paris.

To view the "Heroes Behind the Wheel" videos, please visit: bit.ly/4eiGpW9.

This article is provided by Lalamove

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