Since the brand started and they keep dazzling the market and enriching the courier services, and last month, InstaShop launched a remarkable OOH/DOOH campaign; the colorful billboards furnished Greater Cairo and Alexandria with cheerfulness… there is much more than cheerfulness behind this campaign; we got in touch with the marketing team of InstaShop to learn more about how they manage to create such an impact on the market and how the OOH media helps with that… let’s go together on a journey into the InstaShop marketing team's mind to understand the strategic orientation for making such an impact in a sophisticated way.
Let’s start with learning more about the brand… InstaShop is an on-demand marketplace/delivery app introduced in Dubai in 2015 as a grocery delivery mobile application. Today They are in 7 countries, including Egypt; they have onboarded various local retailers such as restaurants, pharmacies, pet shops, and others and evolved into a one-stop-shop platform. The service's ease and convenience are the reason why InstaShop is a leading company in the on-demand grocery delivery market in the MENA region, with more than 750,000 active users. The delivery app counts over 800 team members across countries. For more information, please visit https://instashop.com/
InstaShop was cofounded by Ioanna Angelidaki with her university friend John Tsioris. Forbes has included Angelidaki in its ‘20 Women Behind Middle Eastern Tech Brands 2022’ list; Ioanna oversees the applications marketing strategy as a role of CMO of InstaShop. Tsioris is the CEO of InstaShop and has studied Production Engineering at the Technical University of Crete and General Management at the Rotterdam School of Management in the Netherlands.
The OOH campaign focuses on communicating the message of grocery delivery and the convenience of such service through a short, clear message. The service offering is accompanied by the "free delivery" offer for the first 5 transactions, which would boost the conversion rate from awareness to purchase. The ad message is straightforward; the design highlights the brand’s bright colors, fonts, and various branded elements, such as the app and delivery driver, alongside the goods that inspire the audience to connect the goods they like to the brand. It is a very strategic visual communication strategy to make a direct connection between customer needs and your brand, a simple image, and direct copywriting in a sophisticated design layout.
Directness is key, and this campaign is what it is all about; offering 5 orders, free-of-delivery-charge is a powerful tool to introduce the brand to a broader fanbase; however, if the customer is categorized as a late majority or laggard on the “diffusion of innovation” curve, the free trial will encourage him/her to try, the emotion that the term 'free' triggers is known as the 'Zero Price Effect.' Getting something for free provokes a feeling in consumers; it simply makes them feel better. Free goods are perceived as rewards and, in most situations, have a positive impact on customers' opinions of your company. This encourages loyalty from current customers while also attracting potential and new ones.
On the side of geo-targeting, the campaign covered the districts with the majority of potential customers considering the demographic literacy access, alongside the main roads of Greater Cairo, which guarantees to deliver awareness for the most immense numbers of the metropolitan city population. Deploying different formats of OOH media increases the audience attention rate by an average of 34%, as most of the OOH global organizations stated; the reason InstaShop was keen to mix OOH media formats used within the campaign, including the DOOH, which is modern technologic OOH associates in a way or another with a digital mobile app advert, and more attractive to the younger segments of the marketplace.
Moreover, DOOH offers an excellent opportunity to showcase our brands through modern means and spread awareness through mass means. InstaShop was brilliant enough to choose the digital medium as they showcased their latest campaign using digital OOH (DOOH) and traditional OOH mediums.This campaign is a 360 media combination; it paired online media with offline to boost the result in increasing sales gradually; using more than one marketing channel drives the user to meet the same ad more than once, which leads to what is called in marketing “incremental sales growth.” Offline and online, deploying a consistent message, aiming to combine the brand awareness that OOH provides and conversions generated by the digital campaign. The campaign will run until the end of November; sharing related indicators with the driver upon completion might be considered.
Forbes has included her in its ‘20 Women Behind Middle Eastern Tech Brands 2022’ list; Ioanna oversees the applications marketing strategy as a role of CMO of InstaShop.
Industry: Mobile Apps | Courier Activities
Advertiser: Delivery Hero
OOH Size: Billboard | DOOH
OOH Agency: OUTSITE OOH Media Agency
Region: North Africa
Tags: Awareness Campaign | Promotional Campaign | Startup
The Art & Science of OOH
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