*Interview assignment, not real
A NEW CONCEPT
for a regional brand campaign, promoting foodpanda in a new city.
The Proposal:
Concept: Food Monopoly with Pau-Pau
Pau-Pau is on an adventure to taste food delicacies all over the world but his dreams were crushed when the pandemic hit. Play food monopoly with Pau-Pau on the foodpanda app to get a taste of different cuisines and collect rewards including limited-edition travel cutlery sets, board game and stamps at the comfort of your own home.
Objective:
To introduce and launch foodpanda to the South Korea market through gamification.
Tagline: Winning with Every Meal
A reference to the game of Food Monopoly with Pau-Pau, new users from South Korea are winners regardless of whichever cuisine of food they choose from the existing 12 markets on the foodpanda app because we satisfy everyone at the table.
Rationale:
Monopoly is an universal game known by many. With South Korea’s strong gaming culture, a gamification approach to the introductory campaign may be more well received. Gamification also encourages new users to become a returning customer in hopes of gaining more rewards.
The Deliverables:
OOH ads
Monopoly board flies towards Pau-Pau from overseas, which suggests that foodpanda is finally here in South Korea. Pau-Pau promotes korean cuisine, as well as the foodpanda mobile application. The featured screens are what’s new from the campaign (designed by me).
Banner adaptation.
Mobile App Screens
Challenges & Rewards
Swipe left or right to see the stamps.
Click roll now for monopoly.
Challenges
Introduction to the Food Monopoly digital
board game.
Challenges
Roll the dice by clicking on “ROLL DICE”.
Dice will show a number from 1-6 moves.
Challenges
A pink border moves to what you have rolled. Click “Try Now” to earn stamp.
Stamps
Users may view their stamp collections here during the campaign period.
Try Now
Recommendations for users to try from
the destination/cuisine.
Rewards Shop
Users may claim their reward(s) from their collection of stamps here.
Video Walkthrough
Click to watch live.
Food Monopoly
*Comes with a dice and a set of Pau-Pau character pieces made up of bamboo, a sustainable material to us, and food to pandas. Though users may not be able to claim the incentives stated on the board, they could always use it to decide what’s their next meal with or without their friends. It serves as a collectable as a part of this campaign as well.
Sustainable Travel Pack
Pau-Pau cares about the environment and champions for sustainability. This set of cutleries are reusable, portable and practical gift/reward for users who have collected many of our Pau-Pau stamps through multiple orders on the foodpanda app especially when the company implemented the cutlery opt-out feature to support sustainability.