Campaign SpotlightPress Release

Lalamove portrays driver partners as local hero figures in ‘Heroes Behind the Wheel’ regional campaign

HONG KONG — Lalamove, the leading on-demand delivery platform, unveiled its new “Heroes Behind the Wheel” regional branding campaign to honor and celebrate the vital contributions of its 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 empowers 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 for 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 localized 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 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. The SEA regional video casts Lalamove drivers as hero figures, showcasing how impactful they are in the on-demand delivery space. 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 Father’s Day celebrations, the “Deliver Care – Driving Dreams Competition” invites children of Lalamove driver partners to create drawings depicting their loved ones. These activities will be rolled out across different markets, while the enrollment in Hong Kong will start on June 17, 2024. Dedicated Driver Engagement Day events, such as driver award ceremonies, family movie days, etc. will also be held across markets to show appreciation for our driver partners’ hard work and commitment.

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