FOTAWA: FOTAWA

Credits & Description:

Brand FOTAWA
Entrant GREY SPAIN MADRID
GREY SPAIN Madrid, Spain Entrant Company
GREY SPAIN Madrid, Spain Idea Creation
RSB MEDIA Barcelona, Spain Production
GREY SPAIN Madrid, Spain Media Placement
Enric Nel-lo GREY Chief Creative Officer
Ximo Villalba GREY Creative Director
Oscar Peña GREY Chief Digital Officer
Laia Raich GREY Art Director
Gloria Baldrich GREY Art Director
Berta Adillon GREY Digital Designer
Isabel Poblador GREY Copywriter
Berta Antón GREY Copywriter
Synopsis
Fotawa is a young company that is growing in business and looking for new ways to be relevant in the food delivery market. For that, it offers healthy food, with biological products and delivers in less than 15 minutes. To differentiate itself from its competitors, the brand wants to position itself as the best option when a person has little time to eat. The brand wanted to create a campaign that was relevant to its consumers.
Strategy
Fotawa has about 10k users who use the service regularly. The profile of the users are people between 20 and 50 years old who care about their diet. They are people who usually work in the office and with a very active life. Therefore, the strategy is based on creating an innovative service that makes things easier for them.
Relevancy
The innovative idea is that its strategy is not based on media but rather creates its own. Transforming the work schedules of people in personalized media.
The project starts by impacting the brand database, offering the new subscription service through its calendar. The system tracks users' calendars in real time and offers push messages only when it detects that the user's calendar is full. And it offers the menu of the day to place the order directly
Outcome
The project starts by impacting the brand´s database, offering the new subscription service through its calendar. The system tracks users' calendars in real time and offers push messages only when it detects that the user's calendar is full. And it offers the menu of the day to place the order directly.
Media Strategy
A system has been developed to automatically search every day the schedules of the users that have been registered and detects each day if they have less than 30 free minutes between 12 o'clock and
4pm. If so, it will make a call to the Fotawa API to send a message to that user with the menu of the day. The message appears integrated in the user's calendar.
In this way, the intelligence of the system allows hyper-personalization, since the campaign only reacts depending on how busy the user is.
Thanks to this new relationship with users based on data, the business has increased by 30%.
Execution
The project starts by impacting the brand´s database, offering a new subscription service through its calendar. The system tracks users' calendars in real time and offers push messages only when it detects that the user's calendar is full. And it offers the menu of the day to place the order directly.
Campaign Description
We decided to use the work calendars of the users and transform them into new means of communication. With an intelligent system that detects when a user has a full agenda at lunchtime. In this way, Fotawa goes ahead and offers its menus through messages in the personal calendar itself. Creating the campaign through personalized messages in people's calendars, from which they can place orders directly.