Moving from agency side to brand, Cheung led Lalamove to become a leading brand in Hong Kong while using the brand platform to support local communities.
BRAND HEALTH CHECK: The IPO-bound company’s bright orange branding is unique in a low-involvement category, but as it considers further expansion beyond its mainstays of Mainland China and Hong Kong, can it continue to stand out?
INSPIRATION STATION: Cartoon characters, delivery drones and stylish calligraphy adorn the brand's lorries in an initiative that also gives the public a chance to win prizes for Instagram posts.
The campaign will be shown on traditional and digital media in Singapore, Malaysia, the Philippines, Thailand, Vietnam, Indonesia, Mexico and Brazil.
Lalamove wants to connect more with SMEs as they make up 90% of all business in these cities.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins