Go Where Your Heart Beats

Read the campaign story

Lazada launched Go Where Your Heart Beats in June 2019, accompanying a refreshed identity with stories of personal pursuits. The launch account distinguishes Wunderman Thompson Singapore’s campaign work from Superunion Singapore’s identity role. &Whyte separately documents social activation under the same platform. Those executions remain one family. The work positioned the marketplace around what people wanted to do, rather than presenting shopping only as a transaction or discount occasion.

Editorial interpretation: a marketplace can connect a broad assortment through the activities its products support. An aspiration-led story may help people understand why otherwise unrelated categories belong together. The risk is that purchasing becomes the implied shortcut to fulfilment. The platform needs a clear distinction between a product’s practical contribution and the effort, skills, resources or external conditions required to pursue a hobby or build a business.

The opened records do not establish that the campaign caused entrepreneurial success, increased income or lasting satisfaction. The agency’s promotional reach claim is not used as an audited result. A fictional success story should not be mistaken for a typical seller outcome. This study examines activity-based navigation and identity coherence, with a proposed test that requires neither purchases nor personal financial information and does not encourage spending as proof of ambition.

Organise assortment around a task people recognise

A large catalogue can feel abstract when it is divided only by product category. Show a concrete activity and identify the few items that play a legitimate role in it. Avoid turning the activity into an excuse to display everything the marketplace sells. A small retailer can use an original project guide to connect a limited assortment, provided it also explains what the customer may already own or can borrow. Test whether viewers understand the task and the role of each item. The useful outcome is better navigation and decision-making, not simply a larger imagined basket or a feeling that every interest needs new equipment.

Separate an enabling purchase from a promised life outcome

A product may support practice without guaranteeing competence, recognition or income. Make that relationship explicit when a story moves from an ordinary interest to a successful career. Do not use exceptional examples as a forecast for typical customers. Include realistic requirements and leave room for people to try an activity before buying. For a small campaign, a modest learning step may be more credible than a transformation narrative. Ask viewers what they think the purchase would achieve on its own. If they attribute the whole outcome to the product, the story needs a clearer account of the person’s effort and other conditions.

Coordinate identity and activation without confusing authorship

A refreshed visual identity and a campaign can reinforce one another while being different pieces of work. Establish which elements are fixed and which can adapt to a channel or local audience. Give activation partners enough guidance to preserve recognition without forcing them to repeat a launch film. Credit their specific contributions accurately. A small organisation can keep a concise asset guide and a separate message guide rather than treating every execution as a new brand system. The goal is a recognisable relationship between the marketplace and the activity, not visual consistency at the cost of clarity about the actual offer.

A bounded test for another brief

Proposed adaptation: a local craft-supply shop could create an original beginner paper-collage guide showing a project that uses common household materials and one optional shop item. Compare an activity-led page with a conventional category list containing the same information. Ask adults to identify what they already have, what they might need and what they can try without purchasing. Use a static prototype with no checkout, pricing pressure or public sharing requirement. This tests whether an aspiration-linked story improves practical assortment navigation without implying that buying equipment creates talent, happiness or a profitable business.

Measure correct identification of necessary versus optional materials, understanding of the first task and willingness to choose no purchase. Separate inspiration from comprehension and from unsupported expectations about future achievement.

Stop if the story implies guaranteed income, treats spending as personal worth or hides a cheaper, borrowed or already-owned way to complete the task.