Singapore – Regional delivery platform foodpanda has recently published its latest social impact report, focusing on the initiatives for supporting communities, helping MSMEs digitise, train and upskill delivery riders across the region during the continued pandemic in 2021.
The company has dedicated US$29m to support MSMEs across the region, like wet market vendors in Thailand and Taiwan, local mom-and pop shops in Malaysia and the Philippines and hawkers in Singapore. This comprises new digital tools to help merchants expand revenue streams and connect with new customers online, as well as fee waivers and other relief initiatives.
In addition, an additional US$6m was invested in providing riders’ welfare and benefits, such as safety training, insurance and financial support for the purchase of bicycles or motorbikes. Foodpanda also spent more than half a million US dollars to support local governments and communities in the fight against COVID-19, with the distribution of food, essentials and medical supplies to healthcare workers and people in need.
Jakob Sebastian Angele, chief executive officer at foodpanda, said, “Since foodpanda was founded in 2012, we have been driven by our value to ‘get 1% better every day’, rolling out technical features that make millions of lives better. Technology has been an especially powerful tool to help sustain livelihoods, preserve business legacies, tackle environmental challenges, and build an inclusive platform for our community of merchants, riders, and customers to thrive.”
Foodpanda has also dedicated an additional US$91,000, invested to upskill riders in Hong Kong, Malaysia, Singapore and Taiwan, in language, personal growth and marketing programmes for future career readiness. In Singapore, foodpanda dedicated 19,500 hours mentoring mid-career professionals as they transition to data and software engineers through the GoSchool and #GetReadySG programmes. Foodpanda also invested US$70,000 on mental wellness, including providing subscriptions to mental wellness apps for employees and riders.
Hong Kong – Q-commerce platform foodpanda in Hong Kong has announced a partnership with buy now pay later platform Atome, to introduce Atome’s buy now pay later acceptance and payment flexibility to the Hong Kong market.
Starting 14 March, foodpanda customers in Hong Kong can split purchases into three zero-interest deferred payments upon checkout. To pay, users must first download the Atome app and register before selecting Atome as a payment option at the checkout.
Ryan Lai, managing director at foodpanda Hong Kong, shared, that both oth foodpanda and Atome are aligned in our mission of better serving the people of Hong Kong.
“By adding the buy now pay later payment flexibility on our all-in-one quick commerce platform, it makes food and grocery shopping even more instant, affordable and convenient for foodpanda customers. The launch of this partnership is very timely, given COVID-19 restrictions and the economic impacts it brings, allowing Hong Kong residents to enjoy better financial flexibility while making food or grocery purchases safely from home.”
Eric Yu, general manager at Atome Hong Kong, commented, “We are pleased to partner with foodpanda, Hong Kong’s leading on-demand delivery platform. foodpanda customers can now enjoy a flexible, transparent and seamless shopping and payment experience by checking out with Atome. This will make it even more convenient and affordable to Hong Kong residents to eat and shop for food and groceries safely, and from the comfort of their own home.”
To commemorate the launch of the partnership and to encourage Hong Kong residents to eat and shop safely from home during the COVID-19 crisis, all foodpanda customers can redeem a one-time HK$50 foodpanda voucher when they check out with Atome’s minimum spend of HK$350 for existing customers and HK$250 for new customers.
Singapore — Global media and tech company Yahoo has unveiled its latest ad solution, Video Lite, in Asia-Pacific (APAC) that will elevate the video assets of brands for a stronger storytelling experience. Among those who had already utilised the new feature are transport company Grab, and delivery platform foodpanda.
Video Lite is available for private marketplace (PMP) campaigns via Yahoo Exchange, which allows advertisers to raise existing video creatives for digital media placements through the addition of end cards or branded frames, (Call To Action) CTA buttons and messages.
Yahoo cites the inspiration for the new feature as the massive digitisation wave continues across Southeast Asia, which recorded 60 million new internet users in 2021 alone. Notably, in SEA, e-commerce has experienced an unstoppable growth, valued at approximately US$120b in 2021 and forecasted to increase significantly by 2025 to be worth US$234b.
Although Yahoo recognises the strengths of videos as a medium and channel for brands to captivate audiences, the company says it is not known for causing actionable responses compared to other ad formats. But with Video Lite, brands will unlock stronger storytelling by helping brands bridge video’s convenience gap for consumers and close the loop, taking them from experience to action through a clearer path to purchase while also emphasising brand visuals and messaging.
The new video component has two new features: Branded Frames, and End Cards. Brand frames, fit for videos up to 30 seconds, give access to complementary graphics, text ad copies and CTA buttons to be added seamlessly alongside a minimised video to reinforce key brand visuals and messaging and provide a direct path to purchase. Meanwhile End Cards, suitable for shorter videos up to 15 seconds, create a one-click checkout point, when attention is at its peak, by maximising graphics and text ad copies with CTA buttons, emphasising key brand visuals and messaging with a direct path to purchase, at the end of existing video assets.
Shrivardhan Sarda, head of buyer development of Yahoo APAC, commented, “For many APAC advertisers, especially e-commerce brands, conversions remain the primary focus in their advertising campaigns. Our new Video Lite feature seeks to enhance brand storytelling through videos – optimising creatives for digital media placements by giving greater emphasis to important messages and forging a clearer path for consumers to complete their conversion journey with clear, actionable CTAs.”
Hadi Surya Koe, head of marketing Grabfood – Grab Indonesia, said,“We’re delighted to become one of the first users of Video Lite in the region. Makanthon is our marquee campaign of the year and we’re glad we got to explore new ways of reaching new audiences. We look forward to utilising more innovative ways to connect with our customers through collaboration with platforms and solutions, like Yahoo.”
Grab Indonesia utilised Video Lite by adding a branded frame to their existing video asset for their GrabFood and GrabMart prominent campaign, Makanthon 2021. The branded frame emphasised time urgency and highlighted the chance for customers to win prizes, namely gold, smartphones, and a luxury car, with a clear CTA button for users to make a purchase or order immediately. The campaign ran between Nov 16 and Dec 26 December on Yahoo’s owned and operated properties in Indonesia.
Meanwhile, foodpanda in Singapore also utilised Video Lite, with a branded frame over their “We’ve got you Santa!” video to drive awareness for its holiday Christmas campaign. The branded frame sought to up the ante on the Christmas spirit and emphasise foodpanda’s “we’ve got you” commitment to its customers to help with their gifting, feasting and festive needs that is conveniently just a tap away with the “Order Now” CTA button. The campaign ran from Dec 6 to 26 on Yahoo’s owned and operated properties in Singapore, alongside other premium lifestyle publishers in the country.
Laura Kantor, marketing and sustainability director for foodpanda Singapore, shared, “Time is increasingly becoming a scarce resource for all of us. Being in the business of convenience, we know how much our customers appreciate having things delivered to them in a timely manner – and this goes for the content that they consume as well. With Video Lite, we can now enhance the way we engage with our customers by providing them with bite-sized videos that are visually engaging and easily digestible, therefore ensuring maximum recall.”
On the success of the two partnerships, Sardasaidthat better ads are better for everyone. According to him, as a consumer, better ads improve the browsing experience and clearer CTAs deliver convenience, shortening the path to purchase for immediate action.
“For brands, this will mean meaningful engagements at every touchpoint that will help realise their campaign goals and deliver maximum ROI. We’re excited to have piloted Video Lite with Grab and foodpanda in SEA, and we look forward to empowering more brands and helping them forge a path to engage with their target audiences at scale,” Sarda said.
The Video Lite feature can now be availed by agencies and advertisers across APAC, and enhanced video ads can be executed on their preferred DSP with PMP deals using Yahoo Exchange.
Singapore – Omnicom Media Group’s media agency OMD in Singapore has nabbed the media agency mandate of online food and grocery delivery platform foodpanda. OMD Singapore replaces incumbent agency Zenith, while other agencies who joined the pitch are Carat and UM.
The mandate was won by OMD Singapore’s presentation of out-of-the-box client-driven ideas and strategic media planning approaches which taps into OMD’s data capabilities and network.
Laura Kantor, marketing and sustainability director at foodpanda Singapore, said that OMD Singapore impressed them with the ability to effectively combine creativity with feasibility, and that they look forward to continuing delivering great food, groceries, and also amazing content.
“Operating in an increasingly competitive landscape means we need to constantly serve up new and creative ways of engaging with our audience, and it is crucial that we partner with an agency that can run at the same pace that we do,” Kantor said.
The agency win comes after foodpanda had recently announced the launch of its brand mascot, Pau-pau, as part of the company’s 10th anniversary celebration.
Meanwhile, Sadhan Mishra, managing director at OMD Singapore, commented, “We are thrilled to learn that our strategic media planning approach resonated with foodpanda. Through the pitch process, it was gratifying to see that foodpanda valued a long-term brand building process along with short-term goals that align with the values of our agency.
He added, “With OMD’s understanding of the market and experience in the field, we are confident that we will be able to help foodpanda establish their place as a valuable brand in Singapore in addition to fuelling their upcoming offerings.”
OMD Singapore had also recently won the integrated media account of Singapore-based insurance company Income.
We are so excited to kick off our Top Stories for the year. We have made a few changes to our monthly review, and this time, you’ll have a more in-depth look at the stories that have made it to the list.
We have an amazing rundown inaugurating our Top Stories for 2022. First, we have a thought leadership series under MARKETECH APAC’s first-ever What’s NEXT series bagging a spot.
A content marketing agency, who has recently developed a content hub for a Malaysian brand, also comes out on top. Meanwhile, a food delivery platform that is taking its branding to the next level is also named as one of our top stories.
For the first time in MARKETECH, we have launched our content series dedicated to sharing insights for future trends, called What’s NEXT.
What’s NEXT was launched in order to help the marketing community prepare for 2022 and one of the insights, authored by Don Lee, the managing director of CMS provider Magnolia for APAC, tops our stories for this month. In the article, he shared how a digital experience platform (DXP) can help brands deliver an excellent digital experience.
In an exclusive interview with Lee, he further shares what he believes are the important factors that make up a good digital brand experience. He says three things: customer-centricity, omnichannel experience, and personalization.
He said that there’s no such thing as solid brand loyalty anymore and it is continually a challenge – an “uphill challenge” – to retain your customers.
“Customers learn to expect ever more service and value through unique and personalized experiences that match their preferences and needs; so for brands to keep up with those demands, they have to turn to experience-driven commerce,” shared Lee.
He said then that a DXP is tech that will enable brands to develop effective personalization.
“You don’t want a one-size-fits-all sort of experience. You want it to be all about the [consumer]. They know [them], they understand [them], they know their preferences, and know exactly what they’re looking for…that’s what consumers want,” said Lee.
Content marketing agency Green Park Content (GPC) has launched an English language health and wellness content hub in Malaysia for a company that the agency has yet to disclose. This new content hub development aims to establish a powerful online presence for an integrated healthcare company.
Called ‘All Things Health’, the new hub enables access to easy-to-understand, trustworthy articles written by health editors, physicians, and wellness experts and covers key health and wellness categories such as nutrition, mental health, and balance, as well as parenthood. It also addresses Malaysians’ growing demand for health and wellness information, with over five million category searches of health and wellness topics in the country per month.
MARKETECH APAC spoke with Ayie Austria, Green Park Content’s head of search experience and innovation, to know how GPC conceptualise a content platform.
Austria shared that they have a lot of data gathering and a great team of data analysts in GPC, and that’s where the market analysis comes in, in order to cement the opportunity to enter a particular market.
“There are a lot of intricacies in building a content hub but I would start by finding out what is the main goal of the website, what are challenges or problems we would like to provide solutions for our users, and why are we building this content hub,” said Austria.
Moreover, Austria also shared her opinions on what makes a good content hub. She noted that the content hub’s users experience needs to stand out, and content needs to be relatable and answers the questions users are searching for.
“More importantly, we need to be clear in communicating to users why they should choose our site over other competitors. Creating purpose-led content goes a long way in communicating to our users for loyalty and retention,” she added.
For the first month of this year, foodpanda got the #1 spot for MARKETECH APAC Top Stories. The leading delivery and grocery platforms unveiled their new charming mascot as they culminated 10 years of service within the Asian region.
The new brand ambassador is in line with foodpanda’s earlier brand refresh. The mascot, aptly named Pau-Pau for its likeness to a panda, is a meticulous step into new brand representation and maximization of the digital marketing space.
In an exclusive interview with MARKETECH APAC, Idan Haim, foodpanda’s vice president for growth and marketing, shared the inspiration behind launching a brand mascot, saying that going back to reasons for existence, foodpanda, like humans was born, given a name, discovered their purpose in life, and finally, the company wanted to soul-search.
Regarding the inspiration for the brand mascot’s design, Haim said, “Throughout this process, we watched many pandas in the zoo and through zoo footage. We were all so charmed by how they lived the life they want. They are so much fun with themselves and their environment that we felt so inspired and we wanted to bring this to our customers.”
“We wanted to bring this [feeling] to our customers, [inspite] of the fact that life is not perfect, we want them to enjoy these moments and create happiness and smiles. We believe we created this meaningful interaction with customers. Sometimes, I walk down the streets and see people at the bus stops and they smile when they stare at our videos and we feel that we have done something good because we created a small moment of happiness,” Haim said.
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Top Stories, now live on our YouTube channel.
Singapore— foodpanda, leading delivery and grocery platform in Asia, celebrates its 10th anniversary with the unveiling of its first-of-its-kind brand ambassador — Pau-pau. The mascot will be given its own unique characteristics and will be featured on foodpanda’s different marketing platforms.
The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh. The pink panda is the platform’s venture towards new brand representation, where, aside from the traditional marketing environments, the new brand ambassador will also be utilized to maximize digital marketing touchpoints.
Idan Haim, foodpanda’s vice president for growth and marketing, commented, “Pau-Pau is a first-of-its-kind among food delivery platforms in Asia! More than anything else, we wanted to create a personality that evokes love among customers. We want Pau-Pau to be an inspiration for people to live life on their own terms and to its fullest. We are excited for our customers to meet Pau-Pau, as we mark the start of a new decade for foodpanda in Asia,” Haim said.
Pau-pau will be featured on the LINE and Instagram apps as an available sticker to bolster use in consumer expression and communication. It will progressively be rolled out into all of foodpanda channels and interfaces, namely the app, website, digital and social media platforms, as well as live-environment activations and more.
The mascot has been developed with a unique set of characteristics that will further help it relate with a wider range of audiences across the Asian market; foodpanda said Pau-pau believes in caring for the environment, empowerment, and living freely.
Eunha Bhang, chief creative officer of delivery hero Asia, gave her thoughts on the uniqueness of the character.
“In creating Pau-Pau, we wanted him to also have a dimension of purpose — that he stands for something more than just being an adorable mascot. Pau-Pau embodies and brings to life the foodpanda spirit by helping our communities reimagine how they use delivery and thereby adding vibrancy and fun in their lives,” she shared.
With the announcement of Pau-pau, one of the character’s key projects will be spearheading the campaign for plastic-free and environmentally-friendly consumerism with foodpanda’s Global Sustainable Packaging Programme to encourage merchant and consumer responsibility.
The one-of-its-kind ambassador was first rolled out in Japan, Taiwan, and Cambodia in December 2021, which was subsequently followed by its appearance in other foodpanda networks namely Singapore, Malaysia, Thailand, Hong Kong, and Laos. The next phase will introduce the ambassador in the Philippines, Myanmar, Pakistan, and Bangladesh.
Last November, foodpanda also announced its partnership with Chinese tech giant Xiaomi to venture into q-commerce allowing the option of purchasing consumer electronic products and appliances through its apps.
We can’t believe we are now down to the last roundup of top stories for 2021! It has been a great year recognizing the most well-loved brands and stories in marketing and tech for the year.
Our monthly deep dive and conversation with the top brands resulted in the much-awaited regular MARKETECH APAC Reports, and this month of December is no less an exciting list of one-of-a-kind campaigns, inspiring new leadership appointments, and fresh product launches.
This month, we saw a food delivery platform moving into an entirely new vertical of consumer electronics. This period, a philippine arm of a global communications agency also announced a new business director, while, a content marketing agency with a presence in APAC unveiled an expansive roster of new hires in the region within its client servicing, creative production, and editorial teams.
For the month, a very interesting campaign from a BNPL service in Singapore has also entered the list for bringing back audiences to the golden age of advertising in the 80s. Meanwhile, our MARKETECH Spotlight episode on a digital agency in Malaysia also came out on top for walking us through behind the scenes of incorporating AR and VR in marketing campaigns.
Learn more about the top stories that will be closing off our 2021 with a bang:
For our Top 5 story, we have the MARKETECH Spotlight episode of Unicom Interactive Digital, a fast-leading digital agency in Malaysia.
In an interview with its COO Jareth Eng, we learn more about how brands are incorporating the tech of AR and VR in their marketing campaigns, and the best ways to deliver such that would effectively engage audiences at the same time push brands be top-of-mind.
Having helped numerous brands develop immersive campaigns since the start of the pandemic, Eng shared the agency observed that content remains to be the top determinant of a success of a campaign.
He says content must above all be personalized and authentic.
“More and more, let’s be honest, we start to get bored of the same stuff, and we start to look for authenticity in content, because there are so much paid advertisements today [and] so much paid endorsements, and we reach a point where we do not know what is being said is real or not,” said Eng in the interview.
Eng also shared his thoughts on the role of digital moving forward in the pandemic, “The perks of adding digital elements to campaigns have proven themselves during the past year. Even as we head back to a norm that we were used to, digital elements will still play a part.”
Havas Group’s media and communications agency in the Philippines, Havas Ortega, has appointedMel Panabi, former vice president of marketing communications at energy tech business WeGen Distributed Energy Philippines, as the new business director of its global public relations, social and experiential agency micro-network.
Through his new role, Panabi will be developing new products and services that will further strengthen Red Havas’ position in the country’s public relations and brands landscape.
MARKETECH APAC spoke with Panabi to know more about the area he is looking to prioritize in the role.
“I will be prioritizing promoting the ‘meaningful brands’ concepts of the agency. The global Red Havas Media Group actually made a study called ‘Meaningful Brands’, and it showed that people are now looking at the collective benefits provided by a brand, and its role in society,” said Panabi in the interview.
He adds that he is eager to start Red Havas’ sustainability and thoughtful corporate responsibility conversation.
“One other thing is that the United Nations’ sustainable development goal is something that the brands need a lot, which is a space we want to occupy. We want to be associated with that kind of ‘meaningful brands’ and sustainability conversation,” he said.
Buy Now Pay Later service Pace in Singapore enters our top stories for bringing a very refreshing and unique creative campaign that brought people back to the vibrant pop culture of the 80’s.
Armed with a video and an OOH ad, audiences saw VHS effect shorts complete with authentic 80s fashion, while decals on platform doors at train stations were reminiscent of the classic shopping advertisements from the period.
Speaking with MARKETECH APAC,Daren Goh, Pace’s head of growth, said that while BNPL is an inspiring tool for people to be financially responsible, payments could be something boring and pedestrian, hence, the push for the one-of-a-kind creative.
“We thought 80’s was great because it’s something that any generation can relate to whether you’re [a baby boomer], even to Gen Z folks who are interested [in] how it is like [in the] 90s and 80s,” said Goh.
He also shared that stimulating the feeling of Nostalgia was the goal.
“[80’s] seem like simple times and just really great times. So I guess we could tap into so many different feelings and people also see that no matter what age they are from,” said Goh.
The leading food delivery platform in Asia, foodpanda, will now move to offer a wide range of consumer electronics and appliances for on-demand deliveries in Singapore and Thailand.
Partnering with Chinese tech giant Xiaomi, foodpanda will be offering Xiaomi’s products ranging from smart devices, audio, and mobile accessories, to household appliances, and will be delivered to homes within 30 minutes.
Speaking to MARKETECH APAC, Christian Urban, foodpanda’s head of marketplace of new verticals for APAC, shared, “Xiaomi is one of the great new vendors coming on board recently, and of course, a very popular brand and we are super happy about that. They are on board with hundreds of their products from their flagship stores across Singapore and Thailand.”
Regarding the platform’s new partnerships and offerings in 2022, Urban said that they want to enable more and more vendors to join their marketplace, helping them to digitize and get their goods delivered within 30 minutes.
“Our goal is to serve a large portion of essential and non-essential goods, and there is actually a strong demand for it. Hence, strategically, the goal is to go deeper and offer more of those goods to our customers,” he added.
For this month’s #1 story, we take a look at the expansive company hire move by content marketing agency Green Park Content for the Asia-Pacific region.
The hires, which were made in November, span across three major work categories: the client servicing team, creative production team, and the editorial team. In addition to these new hires, GPC also announced the promotions of some of its senior leaders, including Que Ramli to the role of global social media lead, Martin Niens as head of operations, and Fe Husaint who was recently promoted to the role of creative and global brand head.
Speaking to MARKETECH APAC, Marcelo Bittencourt, managing director for APAC at GPC, shared that ever since GPC started out in APAC four and a half years ago with only two hires, they have tested the waters of the business in the region and have since grown to provide various services such as search engine optimization and editorial content.
“The goal for GPC in APAC is [trying] to answer to our global FMCG clients on how we can be more localized, how can we have content that is meaningful for the local countries, because we are seeing a shift from budgets being centralized, and we are seeing how important it is, and how empowered are the local marketers are in the countries. So [we] want to be there with them because we are a part of a global [and] regional work lines and as close to their local operations we can be,” Bittencourt stated.
On his insights on content development, he said, “Content is about connection, content is about building a bond with the audience. You cannot do this if you are not ‘there’, if you’re not using slang, if you’re not understanding what is the environment that you have. This is the biggest goal for us: to be able to grow our local expertise in the countries in APAC, to be able to be that partner to our global clients., and be able to answer their strategies to deliver their brand purpose with quality and with trust.”
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Manila, Philippines – It’s that time of year again: the Christmas holidays. And with the upcoming Yuletide season, there is also a rich variety of holiday-themed ads. From straight-up ads that communicate the brand with a Christmas twist to ads that execute brand storytelling, here are the most emotionally engaging holiday ads this year, according to global video and connected TV programmatic advertising platform Unruly.
Disney: The Stepdad
The latest global Christmas campaign by the global entertainment company, the ad is a heartwarming story focused on a stepdad and his family, and their everyday life towards celebrating Christmas. The ad, laced with references to Disney characters coming to life, scored 46.6% positive emotional engagement.
Goldilocks: Celebrate Christmas with Goldilocks
This simple 30-second spot by Philippine-based bakery chain Goldilocks invites viewers to order their upcoming Christmas dinner platter from the chain, where they serve not only pastries but also full-on meals. Said ad garnered 37.0% positive emotional engagement.
Lady’s Choice: Have a Safe and Meaningful Reunion with a Lady’s Choice Creamy Sweet Macaroni Salad!
Mayonnaise brand Lady’s Choice shows in this 15-second spot on enjoying Christmas with one of their recipes: a sweet macaroni salad: staple across Christmas dinners. This ad got 35.9% positive emotional engagement.
Foodpanda: We Gotchu This Christmas!
A true modern Christmas tale: what happens when Santa Claus himself can’t get the deliveries done? In this 45-second spot, foodpanda decided to take a modern twist of the famous ‘Rudolf, The Red-Nosed Reindeer’ into their delivery riders. The ad garnered 35.1% positive emotional engagement.
Lazada: Grand Christmas Sale na this Dec 12-14!
This latest ad from the Philippine arm of e-commerce platform Lazada goes by the tune of the known Christmas carol ‘Deck The Halls’: only with a modern twist and Lazada references. This ad, which focuses on the platform’s upcoming Christmas sale and features local ambassadors, has garnered a 31.1% positive emotional engagement.
Kinder: Share the Christmas Joy with Kinder
A 15-second spot filled with Christmas joy, this ad by chocolate brand by Kinder on sharing the Christmas joy to kids has garnered 26.0% positive emotional engagement.
Cadbury: Cadbury Dairy Milk Christmas
Another chocolate ad on the list, this one with Cadbury, invites viewers to consider gifting their loved ones with a custom Cadbury gift. The ad has recorded 23.1% positive emotional engagement.
Dunkin’ Donuts: Merry Munchkin
Last but not the least: this campaign featuring Philippine P-pop group SB19 greets viewers a happy holiday, and considering the donut chain to be a part of their Yuletide festivities. Said ad has garnered 18.8% positive emotional engagement.
Speaking about how these ads made an impact this holiday season, Greg Fournier, senior vice president for global strategy at Unruly said that it is important more than ever for brands and advertisers to better understand how their ads will resonate with audiences, and how effective they are at driving key business metrics like brand recall, purchase intent and brand favorability.
“In times of continued uncertainty and evolving consumer habits, brands have been able to develop creative and imaginative advertisements – many have also chosen to depart from overt COVID-19 themes and instead depict new-normal ways of life. Notably, brands have also chosen to reflect diversity in their ads this year – not just ethnically but also generationally – with characters and families from all walks of life and ages.”
He added, “On the flip side, ads that lack narrative, without any stories to tell, performed poorly. Ads that lack narration were also less well-received, with consumers finding it harder to understand the messages and relate on an emotional level.”
Kuala Lumpur, Malaysia – Top online food and grocery delivery platform, foodpanda, has appointed Mediabrand’s media network, Universal McCann (UM), as its new media agency of record.
As part of the remit, UM will be overseeing foodpanda’s media duties including strategy, planning, buying, and research, as well as data and analytics.
Bernard Chong, foodpanda’s marketing director, commented, “We were especially impressed by the people we met, and the commitment of the UM team. We are confident their insightful expertise across data, analytics, and storytelling will help us drive more brand love for foodpanda.”
Audrey Chong, Universal McCann and UM Studios’ CEO, shared that UM aims to help build brands that disrupt through data-led integration, digital acceleration, and content creation through a consultative lens, and this aligns with foodpanda’s vision of the media partnership.
“The team is excited to get started on this fun, daring brand and we look forward to collaborating and building more buzz together,” said Chong.
The appointment of UM will commence in the first week of December 2021.
Just recently, foodpanda has announced a new vertical within its platform, partnering with Chinese tech giant Xiaomi to now deliver consumer electronics and appliances starting with Singapore and Thailand.
Singapore –foodpanda, which has been one of the leading platforms in food delivery in Asia, especially this pandemic, has unveiled a partnership that will see it innovating the core of its value proposition.
Partnering with Chinese tech giant Xiaomi, the food delivery platform will now move to offer a wide range of consumer electronics and appliances for on-demand deliveries on foodpanda shops in Singapore and Thailand.
The partnership is Xiaomi’s first q-commerce in Asia outside of China. Foodpanda will be offering Xiaomi’s products ranging from smart devices, audio, and mobile accessories, to household appliances, and will be delivered to homes within 30 minutes.
Abhishek Sahay, foodpanda’s senior director of New Verticals, noted that beyond traditional e-commerce, brands are now already looking for the next phase of growth, and with q-commerce, foodpanda shops provide a new way for retailers to deliver their products to customers almost instantly.
“We’re proud to be Xiaomi’s first quick commerce partner in Asia, helping them connect more instantaneously with their customers in the region,” said Sahay.
In July this year, foodpanda has entered MARKETECH APAC’s Top 5 Stories for its tie-up with Unilever.
During the interview,Sahay shared how the platform has always been eyeing to be more than what it is through foraying to new verticals.
“We are no longer just a food delivery company. We are expanding into new verticals. In terms of future plans, we definitely have a long way to go, specifically on quick commerce. And as we think of expansion, we have three different ways. One is we want more and more stores. Secondly, we think of new country expansion, launching in Japan, Cambodia, and Myanmar. And the third is category expansion.”
In addition to currently listing Xiaomi products on foodpanda shops in Singapore and Thailand, the foodpanda app is also pre-loaded in new Xiaomi mobile phones in 10 markets across Asia, which includes Singapore, Thailand, Malaysia, Pakistan, Taiwan, Philippines, and Bangladesh, Laos, as well as Cambodia, and Myanmar.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy
Privacy Overview
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
