The Lunch Gap Searcher|短视频|广告营销案例【ADGuider广告指南】

午餐间隙搜索者

案例简介：概要 Fotawa 是一家年轻的公司，正在发展业务，并寻找与食品配送行业相关的新方法。为此，它提供健康的食品，生物制品，并在不到 15 分钟内交付。为了区别于竞争对手，该品牌希望在一个人几乎没有时间吃饭的时候，将自己定位为最佳选择。该品牌希望创建一个与消费者相关的活动战略 Fotawa 用有机产品烹饪健康食品，并把它们送回家。为了让这个行业出名，我们决定做一个超越广告的项目，这个项目的想法意味着为消费者提供新的服务。我们决定将用户的工作时间表转变为新的沟通渠道。使用智能系统，检测用户在午餐时间是否有完整的议程。这样，Fotawa 就可以通过个人日历本身的消息提供菜单。通过人们日历中的个性化消息让活动变得生动，他们可以直接从中下订单。结果这个想法意味着一种与消费者联系的新方式，开辟了一种新的沟通渠道，可以改善业务。Fotawa 的每 3 个用户中有 1 个已经使用了这项服务，订单数量增加了 30%。由于这个新的商业机会，该公司正在考虑将业务扩展到西班牙其他城市。执行这个想法是创新的，因为它的战略不是基于媒体，而是创建自己的。在个性化媒体中改变人们的工作日程。该项目从影响品牌数据库开始，通过其日历提供新的订阅服务。系统实时跟踪用户的日历，只有在检测到用户日历已满时才提供推送消息。它提供了当天的菜单，可以直接下订单。活动描述我们第一次将用户的工作日历转化为沟通渠道。一种系统，用于检测用户何时拥有完整的议程，并在可自由进食的时间段中插入个性化信息。这项活动不是广告，而是一个与用户交流并预测他们需求的新系统，当他们需要品牌时就很有用。只有当用户的日常议程满了，这些信息才会出现，成为一种有用的、非侵入性的服务，超越品牌传播。

午餐间隙搜索者

案例简介：Synopsis Fotawa is a young company that is growing in business and looking for new ways to be relevant in the food delivery industry. For that, it offers healthy food, with biological products and delivers in less than 15 minutes. To differentiate itself from its competitors, the brand wants to position itself as the best option when a person has little time to eat. The brand wanted to create a campaign that was relevant to its consumers Strategy Fotawa cooks healthy food with organic products and sends them home. To make the business known, we decided to do a project that goes beyond advertising, with an idea that implies a new service for consumers. We decided to transform the work schedules of users into a new communication channel. With an intelligent system that detects when a user has a full agenda at lunchtime. In this way, Fotawa goes ahead and offers its menus through messages in the personal calendar itself. Making the campaign live through personalized messages in people's calendars, from which they can place orders directly. Outcome This idea implies a new way of relating with consumers, opening a new communication channel that allows to improve the business. 1 of every 3 users of Fotawa already uses this service and has increased the number of orders by 30%. Thanks to this new business opportunity, the company is considering expanding its business to other Spanish cities. Execution The idea is innovative because its strategy is not based on media but rather creates its own. Transforming the work schedules of people in personalized media. The project starts by impacting the brand database, offering the new subscription service through its calendar. The system tracks users' calendars in real time and offers push messages only when it detects that the user's calendar is full. And it offers the menu of the day to place the order directly. CampaignDescription We transform for the first time the work calendar of the users into a communication channel. A system that detects when a user has a full agenda and inserts a personalized message in the time slot that is free to eat. The campaign is not advertising, it is a new system to communicate with the user and anticipate to their needs, being useful just when they need the brand. The messages only appear if the user´s daily agenda is full, becoming a useful, non-intrusive service that transcends brand communication.