INSITE OOH Media Platform

While every grocery delivery service will claim to be convenient, while every courier will claim to be able to deliver "quickly," consumers have gotten used to receiving their necessities within minutes. The next frontier is not about delivering orders fast but how much people have to pay for the delivery. 

Following their previous OOH campaign, Egyptian courier services app Rabbit has caught onto this trend through a national out-of-home campaign featuring Rabbit Plus, which is a subscription-based service aimed at lowering delivery costs for the company’s most faithful customers.

Appearing on the roads of Cairo, on bridges, and urban areas, the campaign turns a pragmatic new product announcement into an attention-grabbing statement through newspaper-inspired design, large typography, and Rabbit’s recognizable lime green color palette, which makes the announcement of the new subscription package as newsworthy.

A standout piece of this campaign follows a classic format of a newspaper front page and is topped with a headline “Breaking News.” After attracting the audience’s attention, it reveals another important piece of information: “Rabbit Plus saves you money on delivery.” Along with the breaking news announcement, a repetition of “In just 15 mins!” reinforces Rabbit’s key selling point.

It is especially effective in the OOH medium since people have no more than several seconds to get information while driving. Thus, the hierarchy is quite simple: breaking news, new product, and its consumer benefit. Bright colors, small amount of copy, large fonts help to read it from the distance, while the same creative language helps to remember it.

Another execution changes the focus from the typography to Rabbit’s couriers. Another billboard features a delivery person who wears the Rabbit-branded helmet and oversized rabbit ears.

An eye-catching yellow price tag reveals that the subscription costs EGP 33 per month, which becomes the most important feature of the marketing campaign. Additional copy assures the consumer that multiple orders no longer require repeated delivery costs. At the same time, the rider acts as a recognizable symbol of the working process that underlies the Rabbit's slogan regarding deliveries.

The marketing campaign takes place during the time when mobile applications drastically transform the retail market of Egypt. Grocery purchases, pharmacy items, home needs, and even unexpected impulses to buy something happen via a smartphone, resulting in intense competition between quick commerce apps.

By portraying Rabbit Plus as a simple monthly expense that lowers delivery fees, the OOH campaign changes the narrative from individual deliveries to long-term value. Rabbit concentrates on just one message that frequent clients can spend less on deliveries without giving up the speed of service. Among those who deliver things with the shortest delivery times, Rabbit seems to position affordability as a competitive advantage.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.