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Platforms Featured Southeast Asia

Deliveroo, foodpanda, Grab ally to form industry association

Singapore – The three major food delivery platform companies in Asia are setting aside their competition for now as they join forces to form an association that would become a watchdog for the industry and its stakeholders in Singapore.

Deliveroo, foodpanda, and Grab form the Digital Platforms Industry Association (DPIA) where they will be strengthening the frameworks, guidelines, and policies to support their delivery partners and merchants in Singapore.

“For platform companies, the well-being of our delivery partners and merchants across the marketplace is paramount. That’s why DPIA was established – to consolidate the deep industry expertise of platforms and shape the development and growth of the industry within Singapore’s national economy,” shared the three platforms. 

As an industry representative, DPIA will be tapping on the expertise and experience of its member platform companies to enhance industry best practices and support Singapore’s digital economy. In addition, DPIA said it will also be providing upskilling opportunities and strengthening existing health and safety standards for its members’ delivery partners and merchants. 

Since 2021, DPIA’s members have actively contributed to the consultation process with multiple government stakeholders, the National Delivery Champions Association (NDCA), and industry stakeholders in the bid to better support delivery partners. They are also working with the Workplace Safety and Health Council (WSHC) on guidelines for platforms and employers to boost road safety practices among delivery partners. 

In the coming months, DPIAl said it will be identifying areas of improvement and collaborating with the government and industry stakeholders such as the Singapore Business Federation (SBF) and Singapore National Employers Federation (SNEF). 

It will be creating solutions that would “reflect the voices of its delivery partners and merchants”, both of whom are core to platform companies’ operations. In addition, DPIA intends to launch an industry code of practice to be adopted by its members. The code will incorporate industry best practices and principles relating to health and safety of its delivery partners and merchant development. 

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Marketing Featured East Asia

Deliveroo’s rapid grocery delivery service ‘Deliveroo Hop’ launches in HK

Hong Kong – Delivery company Deliveroo has launched its rapid grocery delivery service ‘Deliveroo Hop’ in Hong Kong. The service had already been launched in the UK, Italy, France and the UAE, and to mark the operations in Hong Kong, the company has partnered with food retailer Parknshop. 

The rapid grocery delivery service, which it also dubs its new ‘life department store express service’, will be available through the Home Delivery app and will be limited to delivery services only. The new service is said to complete delivery within 10 minutes at the fastest.

The first Hop store will be located in Central, with express delivery services covering Sai Ying Pun, Sheung Wan, Central, Mid-Levels and Admiralty. The new service will be able to deliver general merchandise and household items sold by brands such as Parknshop, FUSION, INTERNATIONAL and TASTE. 

Xu Zhixian, GM of Deliveroo Hong Kong, said that as online shopping has become an integral part of our daily lives, on-demand general merchandise delivery service has also become one of the business development priorities of the company. 

“We believe this new service will bring a number of new advantages to [Deliveroo’s] lifestyle department store partners, helping them reach more consumers, and provide customers with more choices to achieve business growth. We look forward to working with Parknshop to expand the new service to different regions in Hong Kong, and will continue to invest in the grocery delivery service,” said Xu Zhixian. 

Meanwhile, Ren Liangan, MD of Parknshop Hong Kong, commented, “The courier industry of daily life department stores is developing rapidly, and it has become a key factor for consumers to choose life department stores. This cooperation will not only expand our customer base, but also help us keep up with the trend of ‘fast commerce’.”

To celebrate the official launch of Deliveroo Hop, users can enjoy a discount of HK$100 for the first purchase of HK$200, and a discount of HK$30 for each purchase of HK$150 for the next three purchases.

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Marketing Featured Southeast Asia

Ninja Van Thailand spotlights ‘dramaless’ customer service in new campaign

Bangkok, Thailand – Logistics provider Ninja Van in Thailand unveils its new ‘Effortless’ campaign which aims to reaffirm its commitment to resolve all parcel delivery challenges with fast and prompt action done by the Ninja Van team. 

The new campaign comes shortly after its ‘Rubber Ring Man’ campaign that was launched earlier this year. The campaign addressed four main pain points in delivery services that Ninja Van Thailand seeks to resolve. 

COO Pierce Ng said, “The new Effortless campaign was built upon the previous commercial advertising movie. Through the Effortless campaign, we would like to reiterate our commitment to provide hassle-free deliveries for all our shippers and shoppers.”

Ninja Van Thailand spotlights ‘dramaless’ customer service in new campaign
The new ‘Effortless’ campaign is now live on its Facebook page

The company takes pride in its prompt and seamless customer service, hence, the theme of the campaign. According to Ninja Van, every customer call is answered within 30 seconds, and an administrative officer is ready to engage in chats within three minutes. Furthermore, incoming emails are handled within two hours. 

Coming out of the recent launch of the ‘Rubber Ring Man’ commercial, Ng shared the success it brought to its brand awareness. According to Ng, the campaign elevated their brand awareness to more than 3.26% with brand lift also rising to 6.34%. The same trajectory was also seen in Google searches for the brand.

“Based on these results, we can see that there is a definite upsurge in customer interest in our brand, which is in line with our planned expansion of PUDO (Pick-up Drop-off) points throughout the country,” said Ng. 

The company shared that within the year, an additional 200 distribution centres will open with a focus on the northern, northeastern and southern regions, while more than 2,000 PUDO stores will also be launched this year.

The new Effortless commercial has been broadcast on 20 April through various online channels and will run parallel with a series of ongoing marketing activities.

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Platforms Featured Southeast Asia

Grab extends gifting capabilities cross-border

Philippines – Grab has extended GrabGifts, its in-app gifting capability to now allow users to send gifts to loved ones on-demand outside their home country. Users will now be able to send vouchers and gifts to family and friends in Indonesia, Malaysia, Myanmar, the Philippines, Singapore, and Thailand. 

The enhanced gifting experience is powered by two new features, which is Grab’s revamped GrabGifts interface, and a new 100+ Cities Delivery feature, in BETA version, which enables users to order and send food and physical gifts from GrabFood and GrabMart merchant-partners that are available in the recipient’s city within an hour 

Grab said that the enhanced feature is in response to the current travel restrictions that continue to be unstable amid new Covid variants. The platform said its survey among Grab users in Southeast Asia revealed that more than half intend to send gifts on-demand to loved ones in other cities. 

Grab’s CMO Cheryl Goh said that while Grab was primarily marketed to answer to personal needs, the platform has eventually grown to be “a powerful vehicle” for building and maintaining connections between loved ones. 

“But with many countries yet to fully open their borders, we wanted to do more. We are so excited to now be able to bridge even longer distances between loved ones. We hope this will bring a festive cheer to all our users in Southeast Asia,” said Goh. 

The voucher categories under GrabGifts span Grab’s food, mart, express, and transport services. As part of the new interface, users will be able to send their recipients up to three voucher options to choose from. In addition, users will also be able to select from a range of designs and add in a personalized message.

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Marketing Featured East Asia

Lalamove HK transforms trucks into moving art pieces in support of local artists

Hong Kong – On-demand delivery platform Lalamove in Hong Kong has launched a new campaign that transforms its delivery trucks into moving pieces of art, thanks to the support of local artistic talents.

The campaign features four artists namely Din Dong, PureHay Art, Thomas napoleon, and Wa Gor, to which they took Lalamove’s orange branding as inspiration, to present Lalamove’s diverse range of services through each of their unique styles.

For Din Dong’s art style, him and his friends are dressing up as Lalamove’s driver-partners and couriers to deliver all kinds of goods, including their furry friends, delivering surprises to Hong Kongers in every district. Meanwhile, Art’s work employed his well-known’ ‘digital punk’ style and turned Lalamove’s delivered parcels into deconstructed goods inside delivery robots’ headpieces, presenting Lalamove’s services in a futuristic way.

Napoleon’s artwork, on the other hand, depicts a ‘dreamy’ delivery scene that captures Lalamove driver and walker partners who deliver to every corner of the city with flying speed. The robot he created marked the number ‘1022’, echoing Lalamove’s anniversary. 

Lastly, Gor’s calligraphy can be seen on numerous Hong Kong movie posters. He incorporated traditional Chinese calligraphy into his artwork, giving Lalamove’s brand slogan an extra ‘oomph’ with his distinct calligraphic style. His strong and powerful strokes furnish the truck with an understated beauty while conveying a sense of safety and reliability – Lalamove’s brand promises. 

From 25 November onwards, the eight limited-edition trucks will roam the streets of Hong Kong for six consecutive months, celebrating the company’s 8th anniversary. The Lalamove trucks will make a surprise appearance on Haiphong Road in Tsim Sha Tsui on 5 December. Din Dong Cat will also join the party to deliver joy.

Alex Kwan, director for marketing at Lalamove, said, “Lalamove is not just about delivering goods. We are helping people to solve their daily problems by bringing convenience through our reliable and fast delivery service. We are pleased to partner with four talented local artists to together transform the trucks, which are usually regarded as functional tools, into art pieces that pedestrians could appreciate. 

Kwan added, “We welcome more driver-partners to join this campaign and turn their trucks into walking works of art that form parts of Hong Kongers’ lives, like Lalamove’s services.”

Lalamove is also giving out special prizes to selected consumers who capture and post pictures of the special-edition trucks on Instagram with a caption on how they plan to deliver joy to their friends and family this Christmas tagging @lalamovehk and #LalamoveSupportsLocalArtist. The event will last from 25 November to 15 December.

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Marketing Featured Southeast Asia

Lalamove’s new regional campaign plays upbeat tone to encourage to ‘Lalamove it’

Hong Kong – Lalamove, one of the leading on-demand delivery platforms in Southeast Asia, has recently launched a new regional campaign with the slogan ‘Lalamove it!’, that aims to inspire their partners in Southeast Asia and Latin America to get their businesses moving with the help of Lalamove. 

At the heart of the campaign is an ad featuring a playful and vibrant aesthetic, integrated with it a catchy tune using ‘Lalamove’ as part of the lyrics to make the message stick among viewers.

It helps that the platform’s inherent branding centers around optimism, with its bright orange brand color and within its name a workable catchphrase having the word ‘move’.

The ad promotes the company’s on-demand service offerings to a multicultural audience with the message that customers can deliver anything, no matter how big or small, with Lalamove’s wide range of fleets, reliable and affordable services.

Alex Kwan, the marketing director of Lalamove, commented that technology has only accelerated over the last 18 months in the wake of COVID-19, and that the new normal has greatly impacted the local supply chain and movement of goods. With this, Lalamove constantly strives to meet the many different needs of its customers which are both SMEs and individuals alike. 

“We are extremely excited about the ‘Lalamove it!’ campaign, which will help us reach out to new audiences in the southeast markets and boost awareness of Lalamove in the social space. We can’t wait to tell the world that you don’t just move it – you ‘Lalamove it!’,” said Kwan. 

Within the campaign is a TikTok dance challenge that launched in four specific markets today. Celebrities and KOLs all over Southeast Asia have been partnered up to take the lead in the challenge.

For instance, Luis Manzano, Filipino actor and TV host, and Malaysian influencer Wingkeh and her partner Keifth, have been roped in to show off their ‘Lala-moves’ to amplify the ‘Lalamove vibe’ on social. 

Followers can then showcase their spirit and creativity by entering the TikTok challenge, performing their best #LalamoveIt dance with specially designed Lalamove stickers to win attractive prizes. 

The platform shared that the campaign is a joint effort of creative input from creative agency BBDO and produced by production studio Heckler. The TikTok campaign meanwhile was created by global media agency m/SIX.

The campaign’s ad will be shown on traditional and digital media in Singapore, Malaysia, the Philippines, and Thailand, as well as in Vietnam, Indonesia, Mexico, and Brazil. The brand campaign at large will be running across TV, digital, OOH, and social advertising, 

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Marketing Featured Southeast Asia

KEPCI KITCHEN: How KFC turned every Malaysian kitchen into a KFC kitchen

The start of the pandemic and subsequent lockdowns brought Malaysians lives to a hold. Contained at home, Malaysians were cooking more at home and ordering less delivery. This posed a challenge to quick-service restaurants like KFC who had difficulty sustaining growth as a delivery brand. However, a new pandemic trend was fast on the rise, and that people were looking at their kitchens to provide them with a sense of fulfillment.

This is what Reprise, Mediabrands’ digital creative agency in Malaysia, realized. The pandemic was a chance to showcase culinary skills to friends and family and connect with the world outside. Reprise took the idea to fuel this creativity by offering KFC as an ingredient!

With KEPCI KITCHEN, Reprise turned Malaysian Kitchens into KFC Kitchens, built digital cookbooks, helped Instagram chefs display creativity, and in the process became much more popular as a delivery brand.

Malaysians asked, “How long can we keep ordering food on delivery?”

The initial Movement Control Order (MCO) saw all brands growing delivery sales, with KFC seeing an uplift of +49% in just one month. This peak soon plateaued as Malaysians asked themselves amid fears of job loss and uncertainty – how long can we keep ordering food on delivery?

The new enemy of QSR came in the form of home cooking! Malaysian households found themselves tightening their wallets and prioritizing essentials over delivery services. The country started seeing a gradual shift towards cheaper and healthier options with cooking at home. A study conducted at the end of March 2020 indicated that 62% of Malaysians said they were more inclined to cook at home.

The Challenge: How could KFC sustain business & delivery growth? KFC has a long-standing reputation as being a family brand. To sustain KFC’s growth via delivery, the fast-food chain had to make sure that its biggest fans – families – kept on ordering from them.

Our low-hanging fruit: Families. As a family brand, these were KFC’s natural audiences. Instead of cooking a meal for the entire family, KFC wanted to offer them a convenient and affordable option in KFC’s shareable buckets. However, along with sustaining momentum, the restaurant had to grow. For this, it needed to connect with the largest group of fast-food consumers in Malaysia.

Teens & Young Adults – the new territory for growth. This was the high-value market. They ordered more frequently, with a higher-order value per person. Reprise looked to see how KFC could drive offers on individual meals and cater to this audience, amid dominance from other QSR players.

The Objective: Getting a foot in the door to achieve 3 things

With the Campaign, KFC aims to achieve three things. Even amid the rising trend in home cooking, the brand’s objective is to make more people order KFC Delivery: to double the incidence and volume share of the delivery channel within its touchpoints within 3 months.

Second, it eyes to make KFC more popular in the delivery market by achieving two things: a.) growing the “Most Often Used Brand” by 50%, and b.) growing the “Brand Ever Used” by 50%.

Lastly, KFC wants teens & young adults to switch to KFC by increasing teens & young adults’ visitations for delivery by +10%.

One of the biggest challenges for KFC and Reprise is how could the KFC brand simultaneously connect with two separate audiences – its stronghold of families and the avenue for growth with teens/ young adults. Reprise realized that it could not convince such a large segment to change their minds, nor take on a mammoth enemy like home cooking.

Campaign Strategy & Insights

An interesting trend Reprise observed was that social media shares were increasingly devoted to “Lockdown Cooking”. Globally, everyone was keen on showing their innovative results in kitchens – be it Dalgona coffee or sourdough bread. As millions of people were deprived of regular jobs, curbed with available activities, and a limited social life, they felt useless and non-productive. That is where the kitchen came in!

The Cultural Insight

A period of non-productivity had become a time for creativity. Kitchen Creativity was fueling a way for millions of people globally to feel productive, purposeful, and fulfilled. Amid this excitement to create, Reprise asked themelves: how could KFC contribute to this game of Kitchen Creativity?

Our strategy: Repurpose KFC’s product from a fully prepared meal to an INGREDIENT

KEPCI KITCHEN: Turning every Malaysian kitchen into a KFC kitchen

Campaign Execution

Reprise’s premise was simple: Encourage Malaysians to order KFC Delivery by showing them how to use their KFC favorites more creatively through simple and convenient recipes for the family, and menu hacks for teens & young adults.

Launch: Introducing the Kepci Kitchen Instagram stories cookbook

We kicked off the campaign with the launch of our first six recipes that catered directly to the different MCO personalities – For the lazy one-pot cooks all chef; For the enlightened health & fitness junkie; For the gamer, the Netflix binger; For the one that misses the mamak; For the one that misses the warung (simple suburban café); For the one that misses ‘atas’ (upmarket) western joints.

During the early stages of lockdown, local and international campaigns showed many similarities. We saw a growing trend of cooking at home and were inspired by menus that were crafted to fit into Instagram stories. Tapping into this trend, we kept the approach both natural and grounded. Malaysians are known to be great foodies and this campaign allowed them to unleash their creativity and connect with one another through these unprecedented times.

Amir Faiz, Group Creative Director, Reprise Digital

All recipes were uploaded onto the KFC Instagram account, and stored in our highlights bar to create a digital cookbook shelf where Malaysians could browse and screencap our recipes, just like a real cookbook. From the get-go, we ensured that all recipes were easy to make with accessible and simple ingredients (due to MCO restrictions) while also championing our core favorites.

A PDF of the compiled recipes, presented as a cookbook, was also hosted on the KFC website

Amplification: Self-made, self-taught Instagram chefs

Reprise and KFC worked with Instagram chefs & foodies to create a new set of recipes that were broken down into three categories: big eats (5-6 pax, family sharing), mid eats (2-3 pax), and individual eats. This was to ensure that our two key audience groups could relate to KFC’s diverse body of recipes, providing an endless stream of ideas to remix their KFC orders.

A selection of influencers was carefully selected to appeal to the audience. Each of their postings had a clear CTA to purchase products featured and promoted KFC’s free delivery code.

Reaching a wider audience on TV

To extend KFC’s reach to its core audience and align with the increase in TV viewership in April, KFC embarked on a four-episode sponsorship with the TV3 program “Dari Dapur Saya Ke Dapur Anda” (From my kitchen to yours). All episodes were also uploaded on TV3’s YouTube, Instagram and Facebook page which broadcasted the series to a collective base of 8 million social followers & subscribers. With the cooking show being led by a well-known local influencer Sharifah Shahirah cooking up Ramadan recipes.

Not only did KFC repurpose its product, but Reprise found an innovative way to ride on Malaysia’s desire to cook at home, creating new occasions and new ways of consuming KFC. Thus, Reprise found its strategy to combat Malaysia’s newfound desire for home meals!

The lockdown has shown us tremendous opportunities for brands in the digital space. At a time where life as we knew it came to a stop, it is definitely inspiring to showcase how nothing could stop creativity. It proves that an honest, down-to-earth creative solution can connect in such a meaningful way with Malaysians. The results were beyond our wildest expectations!

Eddy Nazarullah, Creative Director, Reprise Digital

Results & Achievements

Reprise and KFC’s crusade to turn every Malaysian kitchen into a Kepci Kitchen exceeded all expectations. For its first objective of making more people order KFC Delivery, it was able to overshoot its targets by a mile with KFC’s incidence growing 15x while volume share growing 11x.

It was also able to hit its second objective which is to Make KFC more popular in the delivery market. According to Reprise, results were beyond the team’s wildest expectations. “Brand ever used” grew by 65% while “Most often brand” grew by 80%.

Lastly, it was able to get teens & young adults to switch to KFC. Teens visitations increased by +19%, while KFC’s competitor dropped a staggering -76%. A similar trend was also observed among young adults which grew by +24% but dropped by -68% for KFC’s competitor.

Kepci Kitchen won the hearts, minds, and stomachs of families, foodies, millennials, and celebrities alike. We were amazed by the noise and how it drove results, and this is solid proof of the agility of the agency partners and KFC team working hand in hand to adapt to the challenging circumstances. Its proof that despite adversity, we’re still able to find gems of inspiration.

Chan May Ling, Chief Marketing Officer of KFC

The campaign period ran from 2 April – 2 June, 2020.

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Platforms Featured APAC

foodpanda ties up with Unilever to now deliver on-demand ice cream products

Singapore – Unilever and foodpanda have partnered to now provide 24/7 on-demand ice cream deliveries through its cloud grocery network pandamart and foodpanda shops. 

Through the partnership, Unilever will be leveraging foodpanda’s quick-commerce tech infrastructure and extensive logistics network to reach a wider customer base in the region, delivering more than 20 varieties of Ben & Jerry, Magnum, and Wall’s ice cream products across Asia including Singapore, Malaysia, and Thailand, as well as Pakistan, and the Philippines. 

Furthermore, foodpanda and Unilever will collaborate on new product launches, bundle deals, and promotional campaigns for customers. They will also be working on optimizing digital advertising and customer engagement on the platform, which includes strategic placements of digital banners on the platform, the creative use of in-app notifications, and campaigns on social media to grow and deepen engagement with digitally savvy customers in Asia. 

Unilever’s Chief Delivery Officer Sapan Sharma said, “Our partnership with foodpanda helps us serve consumers by delivering smiles to their doorsteps in less than 25 minutes! In times like these, our partnership helps us spread happiness to customers all around Asia.”

Meanwhile, Abhishek Sahay, the senior director of new business at foodpanda, commented that they are thrilled about this opportunity to be chosen by Unilever as a delivery partner. 

“As customers increasingly turn to foodpanda for their daily needs, we continue to invest in our technology and q-commerce network to grow our daily offerings with both big and small retail partners,” said Sahay. 

From mid-June 2021, in order to show their appreciation to riders, foodpanda and Unilever will also be distributing over 20,000 ice-cream products to riders in Singapore, Malaysia, and Thailand, as a free ice cream treat.

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Marketing Featured Southeast Asia

Mobility tech SWAT Mobility forays into logistics space with Uglyfood

Singapore – Earlier in March, Singapore-headquartered mobility tech SWAT Mobility (SWAT) launched delivery services with online grocer Uglyfood, making it SWAT’s official entry into the logistics space. 

SWAT mainly provides B2B transport solutions for passenger booking and rides management and prior to Uglyfood, SWAT has run seasonal delivery services with a hotel, meat grocer, and for covid test samples.

Uglyfood is an online grocer with a mission to eliminate food waste. Their produce is marred in some way but is perfectly good to eat. By offering these ‘ugly’ foods for sale, they aim to create a sustainable food ecosystem. Aside from produce, they offer branded products that are also made from its produce and also offer sustainably-sourced goods.

“Often, unappreciated food goes to waste due to the lack of proper knowledge. We are pleased to provide this extra service to our customers who are part of this sustainable effort alongside us,” said Mark Lee, head of operations at UglyFood.

SWAT’s delivery system will pool orders going to the same area together. Through the outsourcing, SWAT is able to help Uglyfood scale with minimal disruption to its operations. 

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Platforms Featured Southeast Asia

Foodpanda’s premium membership pandapro launches in Philippines

Manila, Philippines – A good news for foodpanda users in the Philippines – its premium subscription service pandpro is now available in the country. 

Accordion to a report by Noypigeeks, the pro membership has already been rolled out in late October, with foodpanda only releasing its official promotions Sunday morning.

For a monthly subscription fee, users are granted three main benefits – free delivery, additional discounts, and more vouchers. 

For a minimum order of P400, foodpanda will be waving users’ delivery charge for the first five orders of the month. With discounts, members will be getting an unlimited extra 5% off of pick-up orders, albeit, not to be topped up on an existing promo. Meanwhile, the subscription also provides three additional 10% discount vouchers. 

The free delivery feature is applicable to all restaurants and shops. In addition, pandapro members will be able to receive other exclusive discounts of 20% and up. Both the subscription and application of benefits are available only through the mobile app.

Pandapro has been earlier rolled out in other Southeast Asia countries, such as in Singapore in February of this year.