The growing rise in mobile transactions in the country is changing the way brands are reaching out to new consumers. From e-commerce to mobile wallets and banking, many brands have embraced the mobile economy with their apps competing for space in the Indian consumers’ smartphone.
Now food ordering platform, Foodpanda is looking to appeal to all foodies and grow its mobile app installs in an aggressive campaign taglined ‘Don’t Call, Just Install’. Shifting away from its earlier tagline ‘Your favourite food just a call away’, the food ordering brand is now asking food enthusiasts to avail the convenience of ordering their favourite food on the Foodpanda app. Just in time for an emerging market like India that is increasingly becoming mobile-first.
The new campaign that will run through six-weeks will be highlighting the convenience USP of the app. Conceptualized by Percept/H, the flagship advertising agency of Percept, there’s an ad film at the center, produced by Housefull movies and directed by Sharat Katariya of Dum Laga Ke Haisha fame.
All that this guy wanted to order was a plate of fried rice and maybe something along with it, but somehow everything goes wrong when he places the call to a restaurant. A weak signal, misunderstandings galore and the final interpretation by the restaurant guy that this caller wants to go to ‘Italy’ and has surely mistaken him to be a travel agent!
In comes Panda, the brand’s friendly mascot to his rescue, to inform him about the Foodpanda app and all its benefits including discounts and online payments.
The six-week long campaign that will encompass advertisements, radio spots, mall activations, and corporate events, will span a 360 degrees marketing mix including social media. Presently, the brand’s Facebook and Twitter pages have been actively sharing the ad film, along with visuals to support the convenience of the app.
— foodpanda India (@foodpandaIndia) June 23, 2015
— foodpanda India (@foodpandaIndia) June 25, 2015
— foodpanda India (@foodpandaIndia) July 7, 2015
Wooing food enthusiasts
With mobile apps being the next big thing, Foodpanda has definitely attained the first mover advantage; hungry folks no longer need to call up a restaurant or bother going through the hassles of finding phone numbers of a restaurant they like. The offers and discounts available on app orders further add to the incentive for installing the Foodpanda app.
With the acquisition of TastyKhana and JustEat, Foodpanda has a lot going under its belt in India. The food ordering service is on a massive mission to change the way India orders its food. Globally, the brand had already achieved a mobile-first status with over 50% orders received through mobile, last year. The recent $100M funding is in the direction to target over 3 billion consumers in Emerging Markets, and the strategy is mobile-first.
A lot more engaging efforts on social media could be a good start, especially when your bank, your ecommerce store, and even your prime minister are competing for app space on your mobile phone. Foodpanda could rope in food influencers on social media to talk about the USP of the app. It could appeal to food enthusiasts who are too lazy to go on a food ride, to explore new restaurants through the app itself.
I’m curious to watch how the campaign moves forward.