Core Submission Document Template - Creative Ideas categories (No. 1 - 20)
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Core Submission Document Template
Creative Ideas categories (No. 1 - 20)
The MARKies Awards 2020 Hong Kong is produced by Marketing magazine, a publication of Lighthouse Independent Media
16/F, Yardley Commercial Building, 3 Connaught Road West, Sheung Wan, Hong Kong
Tel: + 852 2861-1882 Fax: + 852 2861-1336 www.marketing-interactive.com
Entry Details
Please provide the following information:
1. Name of Category (No. 1 - 20): 4. Best Idea - Customer Engagement
2. Name of Agency: Noah Workshop Limited
3. Name of Campaign: The feast of “Fook Doi” - the Foodie Goodie Bags
4. Name of Client: Deliveroo
NOTE:
Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlighted in red.
Marks may be deducted if the entry submission exceeds the outlined number of slides allowed
Entry Video
https://youtu.be/ztnatnOrKpw
Only ONE video (no longer than three minutes) is accepted for each entry.
Extra content will be deleted without notice.
Please upload your video to YouTube and set the privacy settings to “unlisted”.
(10%) Max. 1 slide
Challenge • Basic information (as below).
• Describe the challenge you were faced with – what was the brief?
• What was the context?
• What made this a real challenge?
Campaign Start Date: 25 Nov 2019 Campaign End Date: 30 Nov 2019
Target Audience: Food lovers Budget (HKD): HK$2M
Market Challenges:
With food delivery market becoming ever so competitive, Deliveroo was pressured to
differentiate itself from its peers and stay at the top of mind as a unique food-loving brand
that brings the best dishes to its customers.
Communication Objectives:
Connect any food lovers in Hong Kong with the brand’s obsession for food
(40%) Max. 3 slides, visuals included – slide 1/3
Strategy • Outline your strategic thinking and your creative idea.
• What made this an inventive and out-of-the-box idea? Explain the reasons behind your approach.
• You are strongly recommended to include core strategy, creative concept and creative rationale.
• Visual presentation is highly preferred.
Insight: Everyone in Hong Kong has a real appetite for delightful food that they
often don’t mind spending a great deal on finding and enjoying amazing bites.
Our strategy:
Feed this voracious appetite with a feast of “Fook Doi”
“Fook Doi” - traditionally seen as a goodie bag that brings
joy, luck and surprises - became foodie goodie bags at Deliveroo
Our signature delivery bag was transformed to 13,000+
“Fook Doi”, each of which carried our careful
selection of enticing gourmet delights from more than
a dozen restaurants to fill the cravings of food lovers
(40%) Max. 3 slides, visuals included – slide 2/3
Strategy • Outline your strategic thinking and your creative idea.
• What made this an inventive and out-of-the-box idea? Explain the reasons behind your approach.
• You are strongly recommended to include core strategy, creative concept and creative rationale.
• Visual presentation is highly preferred.
Hosted on a mini site, the feast of Fook Doi was served in different sections on a
first-come-first-serve basis. Each Fook Doi came with a tag of a gourmet offer. As a
section started, all fans would enter the site, scroll through to find and grab their
favourite foodie goodie bag - which would eventually convert to a transaction.
(40%) Max. 3 slides, visuals included – slide 3/3
Strategy • Outline your strategic thinking and your creative idea.
• What made this an inventive and out-of-the-box idea? Explain the reasons behind your approach.
• You are strongly recommended to include core strategy, creative concept and creative rationale.
• Visual presentation is highly preferred.
With the feast staged
online only, we did not just
rely on our own channels.
A total of 11 celebrities
and influencers were
engaged to unveil and
push the site. To give an
exclusive rewards to their
followers, a VIP section
was particularly offered
before the site was open
to the public.
(40%) Max. 3 slides, visuals included – slide 1/3
Execution • Describe how your creative idea was executed, the elements used and how it was brought to life.
• Visual presentation is highly preferred.
The feast was elaborated at the grandest scale to get its guests ready for an amazing bite.
Save the Date Invite Serve
As a host, we created a
series of motion graphic
as save-the-date
content, highlighting
offers of the day and the
value of “Fook Doi”
(40%) Max. 3 slides, visuals included – slide 2/3
Execution • Describe how your creative idea was executed, the elements used and how it was brought to life.
• Visual presentation is highly preferred.
Save the Date Invite Serve
Despite a short campaign
period of six days, the invite
of each feast section was
uncovered by at least one
influencer or celebrity through
videos or image stories.
Not only did the content
reveal the whereabouts of the
site and the passwords to
unlock the VIP sections; but
also captured enjoyable food
moments with the brand.
(40%) Max. 3 slides, visuals included – slide 3/3
Execution • Describe how your creative idea was executed, the elements used and how it was brought to life.
• Visual presentation is highly preferred.
Save the Date Invite Serve
Any food lovers who
watched through our content
could instantly enter the site
to grab a “Fook Doi”. As the
grabbed ones would be
shaded, people needed to
scroll through to find an
available bag with their
favourite offers. A SMS with
a promo code would then be
sent for redemption to enjoy
the food from Deliveroo.(10%) Max. 2 slides, visuals included – slide 1/2
Results • What was the outcome?
• What evidence/metrics do you have that this was an effective creative idea?
• How did the result deliver on your challenge?
• Provide any facts and impressive figures which demonstrated the success of the idea.
The “Fook Doi” feast simply
seized the heart of food Website total “Fook Doi”
Coupon retrieval
Value of distributed
lovers. pageviews giveaways food offers
94k+ 13k+ 100% $698k
In spite of the fact that the
campaign was launched at
the peak of social turmoil, it
offered a positive boost as Having the support from 17 restaurant partners,
all bags were taken within 17 all partners recorded a growth in orders at Deliveroo; with the highest hitting up to
hours altogether. 78%(10%) Max. 2 slides, visuals included – slide 2/2
Results • What was the outcome?
• What evidence/metrics do you have that this was an effective creative idea?
• How did the result deliver on your challenge?
• Provide any facts and impressive figures which demonstrated the success of the idea.
The campaign proved our obsession for
food resonated and connected with food
lovers in Hong Kong.
6 11 2.6m
campaign days celebrities & fans &
influencers followers
1.2m+ 14k+ 700+
video reactions+ shares
views comments+sharesYou can also read
