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Vizeum and Posterscope create data-driven OOH campaign for Foodpanda

A new outdoor campaign for food delivery service Foodpanda has been created by Dentsu Aegis Network media agency Vizeum and out of home division Posterscope.

This is Foodpanda’s first outdoor campaign for its new ‘pickup’ feature which lets patrons skip the queues and pick a pre-ordered meal from a restaurant.

To promote this offering, Vizeum and Posterscope created a data-fuelled campaign which used OOH digital screens in a 400 metre proximity to a restaurant. Covering 300 restaurants, the screens were then used to advertise the most relevant restaurants, depending on time of the day for breakfast, lunch or dinner.

DAN claims that the campaign has resulted in a 170% uplift of pickup orders at foodpanda as well a 69% increase in new users.

Dentsu Aegis Network Media’s chairman Sean O’Brien said: “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.

Foodpanda’s head of marketing and sustainability for Singapore Laura Kantor added: “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. We could really play with the timing of the day to optimise relevancy.

“Using location and time-based advertising focusing on different key moments throughout the day, was an effective way to introduce the feature to Singaporeans.”

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