Anyone who lives in Berlin will feel directly addressed by the current Lieferando campaign
Charlottenburg, Friedrichshain, Neukölln: Food preferences differ significantly in the various Berlin districts – at least according to Lieferando. The delivery service is now using its data insights for a humorous local campaign.
Some people love sushi, others love burgers with fries, others love pizza. And who would know better which dishes Berliners order most often than Lieferando? The delivery service publishes one every year based on internal company evaluations of its customers’ preferences in combination with surveys and trend studies Food-Trends-Message. This is now being crowned with a creative, hyperlocal digital out-of-home campaign in the capital. The animated sayings are not only tailored to the neighborhood in which they are played, but also specifically to the young target group between 18 and 35 years old. It says something like: “Charlottenburg, you like rolling with the best! Your sushi orders from last year could fill the Ku’Damm five times.” Or “Lichtenberg, your plate is a gourmet plate. Last year you flattened so many kebab plates that you could stack a skyscraper with them.” The company expects a lot from these regional cross-references and the casual language: to reach neighborhood residents, to be perceived by a potential new audience as a hyperlocal expert with a sense of humor, and to increase general attention for its delivery offering. Since March 1st, the campaign with its concise claims and references from pop culture and city life can be seen on more than 300 displays in Berlin. It will be played out all month long using hyperlocal targeting in the districts of Mitte, Friedrichshain, Charlottenburg-Wilmersdorf, Neukölln and Lichtenberg. When choosing locations, Lieferando focuses particularly on displays in front of late-night purchases in order to reach the young target group as directly as possible. The assets are played online on the company’s meta channels and on Reddit. The campaign idea and concept were created in-house, the claims were created by Piabo Communications. “With the successful placement of our Lieferando report in the German media landscape for the third year in a row, we would like to take our insights to the next level in the form of a creative and data-driven DOOH campaign and make Berliners aware of their ordering habits with a wink.” says Ann-Kathrin Donwald, Senior Brand PR Manager at Lieferando in Germany and Austria.
2024-03-04 03:15:05
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