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THE LUNCH GAP SEARCHER

GREY SPAIN, Madrid / Fotawa / 2018

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Overview

Credits

Overview

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 their needs, being useful just when they need the brand.

The system is synchronized with the work calendar of the users and it scans it every day before lunchtime. When it detects that it is full, it launches a personalized message with the menu of the day. In this way, the brand knows exactly the behavior of its users to be able to help them.

MediaStrategy

Fotawa users can paste the link of their calendars on the brand's website. Once they have done it, the system recognizes their IP and every day the system searches the user's agenda for the data.

Through an ical, the brand inserts its messages in the users´ calendar just in the time slot when the user is free at lunchtime.

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.

Relevancy

Fotawa cooks healthy food with organic products and delivers them. 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

Strategy

A system has been developed to automatically search every day the schedules of the users that have been registered and detects each day if they have less than 30 free minutes between 12 o'clock and

4pm. If so, it will make a call to the Fotawa API to send a message to that user with the menu of the day. The message appears integrated in the user's calendar.

In this way, the intelligence of the system allows hyper-personalization, since the campaign only reacts depending on how busy the user is.

Thanks to this new relationship with users based on data, the business has increased by 30%.

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

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