Media > Channels
BBDO ARGENTINA, Buenos Aires / RAPPI / 2021
Overview
Credits
Why is this work relevant for Media?
Through an activation, Rappi created a new buying experience, based on a habit that people developed during the lockdown, go around streets by means of Google Street View, a place where there is no Argentine economic crisis or pandemics lockdown, turning the platform into a deals-hunting tour.
Background
In 2020, Argentina was placed in the fourth slot in world inflation rankings. This means that prices are raised every week while money value keeps shrinking forcing consumers to be always looking for the best deals in delivery apps.
The category soared during the lockdown because delivery apps were the only contact with the outside world. So, what could we do to differentiate Rappi from the competition, if everybody offers the same prices?
Describe the creative idea / insights
In 2020, inflation in Argentina was 36.5%, prices go up everywhere while the value of money goes down week after week, except in one place: Google Street View, where offers on billboards remain frozen in time, because Google takes certain time to update their maps. For this reason, in a context where Street View tours increased 700% we offered our audience something that nobody could give them: The prices of yesterday, today.
Describe the strategy
Part of our regular communication are billboards and delivery services themselves. In a context where buying outdoor space was impossible and attention to screens was higher than ever, we decided to turn Google Street View and the entire city in a purchase catalogue in the middle of the lockdown.
Describe the execution
We activated the campaign with posts and banners geolocalized in the neighborhoods most affected by inflation. The campaign started on September 21, for a period of 2 weeks, 3 days in each neighborhood. We also reposted past years deals offered by the largest restaurant chains in the country, in order to help our consumers.
List the results
In less than 24 hours we doubled the category's CTR, we attained the largest participation in every neighborhood, using up all the coupons and offerings available.
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