“LOLA Hace” product design

LOLA has recently put into action its “LOLA Hace” (LOLA Does) platform, which is aimed at the design and execution of products which make the lives of people easier or which connect with them emotionally. It will be LOLA’s own employees who are in charge of designing the products, services or experiments, making the most of their constant contact with the endlessly changing consumer trends in their investigations.

Nowadays communications solutions for brands are outside of standard media messaging and links to customers are generated through actions rather than speech. People need to taste and feel to believe what a brand is telling them and so LOLA, in its drive to understand the emotions which people relate to brands, decided to carry out this initiative and use its knowledge on human behaviour to find solutions adapted to their needs.

“This is not just for our creatives, we have ideas for LOLA Hace coming from all our departments: planning, production, accounts and obviously the creative department. We know that the ideas are the most important thing, not where they come from,” said Chacho Puebla, Executive Creative Director and Partner at LOLA.

Each product, service or experiment borne of the “LOLA Hace” platform will be offered to the public with an according business plan. “Not all the projects have the same objectives and needs so not all of them will be commercial, for example,” said Miguel Simoes, CEO and Partner at LOLA. “We want to deepen our learnings away from publicity, making things that are useful for our clients and for people.”

The objective of the agency is to be able to use the learnings from these projects and apply them to its work with clients, whilst also improving the confidence of the brands in an agency which, aside from thinking, also dares to produce.