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.
For more information take a look at the following press releases….
Via Press: Digital Market Asia
Via Press: You Tube