Direct > Culture & Context
WE BELIEVERS, New York / DOORDASH / 2021
Overview
Credits
Why is this work relevant for Direct?
We gave consumers a reason to generate more orders than ever with the cancellation of Art Basel in Miami.
People couldn't access art, and restaurants needed to generate sales.
So we launched “Art for Foodies,” and gave consumers access to exclusive art pieces by placing DoorDash orders.
This promotional auction lived in the online and mobile world and not only provided real time updates about the status of the promotion but also created awareness to those searching for information about Art Basel online.
Background
2020. Pandemic. Empty restaurants, closed to the public, only working sparingly through delivery.
The hope that gastronomy had for Art Basel in Miami fell when it was cancelled resulting in catastrophic financial losses for the city.
How can we help local restaurants and dashers that were affected by the decline in sales as a results of Covid19.
Describe the creative idea
In 2020 Art Basel was canceled, impacting Miami’s entire tourism and restaurant industry–especially the Latino community.
We worked with some of the best local artists who lost their chance to exhibit their work and offered their incredible pieces to the people, with the goal of generating more DoorDash mobile orders than ever. The more they ordered the higher chance they had to win. Like an auction but with food.
In order to get the art, people placed massive orders and donated to fire stations, hospital, churches and public shelters, feeding the entire community.
Describe the strategy
We provoked art lovers and generated more mobile orders than ever with the cancellation of Art Basel in Miami.
People could not access art nor dine in at restaurants and we needed to generate sales.
So we launched “Art for Foodies”, and gave consumers access to exclusive art pieces by placing DoorDash orders.
And incentivized consumers to place more orders for their chance to win.
Describe the execution
The Art For Foodies activation took place December 2nd through December 6th 2020.
The activation ran in the city of Miami, Florida, during the same week that Art Basel would have been held. The ads ran on Facebook, YouTube and digital OOH placements.
List the results
In order to win, people didn’t just buy food for their families but also donated massive orders to multiple organizations. They donated more than 500 meals to fire stations, hospitals, churches and homeless shelters.
Restaurants saw a 20% increase in orders and orders were 40% higher than average.
Please tell us how the work was designed / adapted for a single country / region / market.
We worked with some of the best local artists in Miami who lost their chance to exhibit their work and offered their incredible pieces to the people, with the goal of generating more mobile orders DoorDash than ever. The more meals they ordered the higher chance they had to win. Like an auction but with food.
In order to get the art, people placed massive orders and donated to fire stations, hospital, churches and public shelters, feeding the entire community.
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