Dentsu Aegis Network’s media agency – Vizeum and out-of-home agency – Posterscope, launched a media-first, out-of-home campaign for foodpanda’s latest feature ‘Pick-Up’. The activation was powered by Liveposter, Posterscope’s dynamic digital content arm.
With Singaporeans spending over 100 hours queuing every year, foodpanda developed the Pick-Up feature to allow users to order food from their favorite restaurants and collect it directly from the outlet in only 15 minutes, skipping long queues and allowing customers to instead use the valuable time on the things that really matter to them. With no minimum order value, delivery and restriction by delivery zone, the new feature is helpful to skip queues and collecting dinner on your way home.
In order to communicate this feature at the right time and in the right locations, Vizeum and Liveposter delivered a data-fueled dynamic strategy. They leveraged the geo-location capabilities of Posterscope’s ECOS OOH technology – a global, proprietary end-to-end campaign management platform, and mapped 300 stores within a 400-meter proximity of the OOH digital screens. Liveposter’s technology then dynamically served the most relevant restaurant posters to 180 screens. To enhance the effectiveness of the approach by optimising relevancy, each advertisement was tailored to the time of day – breakfast, lunch and dinner.
Over the first three weeks, foodpanda saw a 170% uplift of Pick-Up orders, as well as a 69% increase in new users on the platform.
“Digital Out-of-Home is forecast to outpace all media growth in Asia Pacific with 17.3% annual growth, and is quickly transforming the element of storytelling between brands and their audiences. The campaign results are a testament to how we are building brands with truly integrated solutions designed around our clients, to keep them in pace with the evolving digital economy,” said Sean O’Brien, Chairman Dentsu Aegis Network Media.
“Unique for this campaign is that we could really play with the timing of the day to optimize relevancy. Using location and time-based advertising focusing on different key moments throughout the day, was an effective way to introduce Pick-Up to Singaporeans. Also, the dynamic content enabled us to demonstrate the breadth of more than 6,000 restaurants we have available on our platform. It was a smart use of data in dynamic advertising,” said Laura Kantor, Head of Marketing and Sustainability foodpanda Singapore.
“This is great example of how we can use data and creative technology to deliver more meaningfully relevant advertising. We’re excited to partner with foodpanda to deliver innovative solutions for their advertising,” said Kamil Gottwald, Creative Technology Director Vizeum Singapore.
While this is a media first for Singapore, it is the second in only a couple of months for Vizeum and Liveposter, who recently launched dynamic OOH for another digital economy business, Ninja Van.