Advertiser: Delivery Hero Malaysia Brand: foodpanda Creative Agency: Ensemble Worldwide Credits: Chai Yen Yen - Universal McCann, Vice President Lum Sin Yeh - Universal McCann, Business Director Stephanie Kok - Universal McCann, Media Manager Mak Ai Sin - Universal McCann, Senior Media Planner Ang Jia Ying - Universal McCann, Media Planner Cindy Eliza - Universal McCann, Head of Digital Carol Chia - Universal McCann, Digital Manager See Hooi Marn - Universal McCann, Performance Marketing Executive Vindy Wong - Rapport, Business Director - Outdoor Teo Li Wen - Rapport, Senior Executive - Outdoor Tracy Mok - Universal McCann, Implementation Manager Tan Lay Kee - Universal McCann, Senior Implementer Bernard Chong - foodpanda, Marketing Director Caroline Wee - foodpanda, Head of Marketing, Food Dzeti Mohamed - foodpanda, Media Activation Senior Manager Aida Hanim - foodpanda, Media Activation Associate Rena Tay - Ensemble Worldwide, Business Director How Seok Sim - Ensemble Worldwide, Brand Manager Nicolle Fong - Ensemble Worldwide, Senior Brand Executive
Objective & Challenge
During the lockdown, government initiatives and movement restrictions propelled food delivery services into the limelight, allowing Malaysians to order from their favourite businesses with a single tap of their smartphone. Within a short time, the industry has grown rapidly. New entrants like ShopeeFood and AirAsiaFood compete in an intense market with more than a dozen existing players, including GrabFood, Beep and foodpanda. In a category where players are undifferentiated with deals and discounts being the top drivers for consumers, foodpanda needed to drive differentiation by building brand love and creating awareness for our functional superiority in order to whiz past competitors and increase orders.
Insight & Strategy
The pandemic had disrupted almost every aspect of our lives. Grappling with lockdowns and Covid19, Malaysians were forced to give up some of their most ingrained habits, like dining out and shopping. As we were stuck at home, making and receiving delivery orders, became a connection with the outside world. And we looked forward to these deliveries. However, this is a very functional process. The delivery business in Malaysia, lacked personality. Hence, we needed to humanize foodpanda’s brand identity. The solution a first of its kind brand avatar that evoked happiness. Meet PauPau, foodpanda’s fun loving ambassador who speaks Pandanese. He loves food and is always on the search for a good deal. He is the food and delivery expert you can rely on. If you are craving for food, PauPau knows the best places in town to order from. If you are looking for deals, PauPau will recommend the best deals with pandapro (foodpanda’s subscription membership that gives you access to exclusive deals). If you are planning the perfect birthday surprise, PauPau can get you everything delivered conveniently through pandashop. PauPau is indeed our joy and happiness ambassador, delivering joy and happiness right to your doorstep. Our goal was to make Malaysians fall in love with PauPau and the foodpanda experience by unleashing PauPau and bringing alive his fun rebel personality at every touchpoint.
We carefully hatched a plan to introduce PauPau to Malaysians in 3 stages: 1)DRIVING ANTICIPATION We first teased Malaysians, showing glimpses of PauPau. Travelling on the road, you will catch PauPau swaying his rounded hips but showing only his back view to motorists, telling them to “”Get set for something pink”” and to “”Prepare for panda action”” on Digital Billboards, Pillar Wraps and Roving Trucks nationwide. Social media postings of the same created even more buzz. In a series of breaking news format on TV, PauPau was seen hijacking news programmes and disrupting the news anchor with his pink paw. All this whilst not revealing his face. 2)UNLEASHING PAUPAU When the day came to unleash PauPau, we took over the massive, iconic CuBig Digital screen in Anamorphic 3D format in the heart of KualaLumpur, befitting its largerthanlife personality. PauPau, in all his glory, emerged from his virtual world and introduced himself to Malaysian motorists and passerbys! We painted the town pink by repurposing all 81 units of foodpanda’s Billboards, Pillar Wraps and Roving Trucks nationwide to announce PauPau’s arrival. Bespoke Train interior and exterior wrapped in that familiar foodpanda pink, had PauPau greeting commuters on the KelanaJaya and Ampang train lines. For all delivery needs, whether a pizza party, shampoo, bubble tea or groceries, our OOH domination reminded Malaysians to order from foodpanda and PauPau would take care of their needs! Working with popular graffiti artist, Cloakwork, we created two Wall Murals along JalanTunTanChengLok and JalanTunSiewSin, landmark locations in KualaLumpur. The murals incorporated PauPau’s arrival with his favourite Malaysian delicacies, such as NasiLemak, AisKacang and Kopitiam drinks. And also a QR code for hungry passerbys to scan and immediately place orders. We captured the process of creating the mural through a content video, broadcasting on YouTube and social platforms. To ensure Malaysians familiarised with PauPau, we encouraged netizens to interact with PauPau like how they would with a friend. Partnering Twitter, we created Malaysia’s first ever, Emoji Triggers where Twitter users tagged us @foodpanda_MY and tweeted #PauPauBelanja (#PauPauTreats) with emojis of food, groceries and personal care products. In response, PauPau recommended the best food and deals, corresponding to the emoji used! Twitter was flooded with netizens joining in the fun. As a result, #PauPauBelanja became a trending topic. Our unique and eyecatching introduction of PauPau drove mass visibility and extended awareness beyond OOH to digital. Social coverage of live video postings and photo uploads by netizens sparked a frenzy of buzz and talkability. Coverage by news and lifestyle content platforms TheRakyatPost, Says, OhBulan and ViralCham further amplified campaign. 3)DRIVING FOODPANDA MOMENTS To complement the innovative launch placements, we tapped onto a combination of awareness and conversion drivers to sustain campaign longevity: a)We ran four versions of commercials on TV and OTT platforms. Each communicated foodpanda’s USP of being the delivery expert, whether food, grocery or daily essentials. b)The same videos were contextually served on YouTube, Facebook, Instagram, Twitter and TikTok. Audience segments were targeted with the version most relevant to them and subsequently retargeted with the other versions to showcase foodpanda’s variety. c)Multiple languages of Radio live reads, high frequency spotbuys, credit mentions along with social postings drove constant TOM and reminder to order the best foodpanda deals with our various promo codes. d)Different versions of PauPau’s Programmatic Banners featuring promo codes for different foodpanda offerings targeted audiences at the right contextual moments to make the final push for conversion.
Malaysians flocked to foodpanda for all their delivery needs. Our Pau-Pau launch campaign delivered positive growth across foodpanda Business and Brand Health metrics (comparing against previous quarter): 1)+13% in Sales Lift 2)+8% on Total Sessions 3)+3% on Top Of Mind 4)+2% on Market Share On campaign media metrics, we delivered: 1)+26% lift on organic foodpanda searches compared to previous quarter 2)9.24 million Malaysians reached with our innovative OOH domination 3)5.22 million and 3.52 million Malaysians reached on FTA and Astro 4)304.2 million impressions across programmatic, video and social platforms 5)41.22 million video views 6)485K social engagements That’s how Pau-Pau and foodpanda delivered joy and happiness to Malaysians!