What’s for Dinner? Talabat Mart Wants the Answer to Be Personal
Whereas all the food delivery apps in Dubai are struggling with who delivers your food the fastest, Talabat has decided to take a completely new approach and focus not on time but on how personal food can be.
This message from Delivery Hero is conveyed via an innovative digital out-of-home campaign running on bridge screens around the city. Instead of offering a promotional code, Talabat Mart’s campaign focuses on the food by saying “Dinner, just the way you like it” in English and “Because it’s made to your taste” in Arabic.
With no countdown timer or other promotion elements featured in the images, the pictures focus solely on food. The screens show huge close-ups of the cooked meat and thus convey the whole message with the help of visuals. The dark and minimalistic backgrounds with very little text are the best solution for this campaign as they allow billboards to break through all the mess for people driving through traffic jams. “Handpicked by Talabat Mart” signature is used to support the idea that Talabat is a curator rather than a simple delivery app.
The use of digital bridge screens for the advertising is perfect in relation to the message being conveyed, which is the same method they used in their previous OOH campaign. The campaign targets consumers at the very time they begin to get stressed about what to cook or order for dinner at home. This allows consumers to connect with their hunger as well as the idea prior to getting inside their homes and opening the door.
As far as aesthetics go, there's an element of restraint. Large font, generous white space and tight crop make it look like a high-quality editorial rather than an ordinary ad. The consistent use of color palette including blacks, charcoals and the signature orange color of Talabat allow to keep it relevant and recognizable as well as let the food photography evoke the emotions.
In today's delivery environment which is all about speed, convenience and discounts, the new outdoor advertising campaign of Talabat Mart is a slow road trip. It emphasizes the fact that people eat not because it is fast but because they want it to be a personal experience. The point is, no one cares how quickly the food arrives unless they were craving it.
The new campaign appeared on Dubai’s digital screens in the first week of August.
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