Solution

"Experience Upgrade"

1. Launching the global exclusive foodpanda x adidas collaborated party box, limited to 2000 sets and only available at Pandamart. The packaging of the party box could be transformed into a tabletop soccer field and include a limited edition adidas World Cup jersey and shorts set, co-branded exclusive World Cup cheer items, exclusive Pau Pau plush toy valued between NT$2,500 and NT$6,000 but only priced at NT$1,121 per set.

2. In collaboration with adidas at their flagship Maker Lab store in Taipei, we introduced a foodpanda co-branded T-shirt customization zone. Customers could select exclusive World Cup Pau Pau graphics to create their unique T-shirt."

"Channel Content Upgrade"

1. In a collaborative effort, adidas physical stores and the foodpanda online platform seamlessly integrated to demonstrate World Cup marketing content. This strategy aimed to captivate audiences who might not be reached through conventional channels and trigger impulsive shopping behaviors.

2. Exclusive to the adidas flagship store, a unique outdoor 3D electronic billboard featured content beyond adidas for the first time. It showed foodpanda's involvement in the campaign, with a customized Pau Pau character wearing an Argentina football jersey. Through Pau Pau unboxing the co-branded party box, the campaign encouraged the public to rally behind the World Cup and enticed social media users to capture and share the experience."

Challenge​​

In 2022, it was a challenging year for the people of Taiwan as the number of confirmed COVID-19 cases reached millions, leading to anxiety and depression throughout society. Everyone in Taiwan was confined to their homes and lacked interaction with others due to lockdown restrictions.

Although the delivery service was one of the industries that survived the pandemic, brands always needed to create differentiation to resonate with consumers. Therefore, foodpanda, the leading brand in Taiwan, faced limitations in engaging and interacting with people because of the absence of physical brick-and-mortar stores. To enhance its brand reputation and business by increasing preference and usage through an innovative communication strategy rather than relying solely on extensive promotional deals. Most importantly, foodpanda urgently needed to maintain a high brand exposure and acquire new users to foster overall business growth.