Title	DISHLIVERY
Brand	MÖMAX
Product/Service	FURNITURE STORE
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
Idea Creation	DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA

Name	Company	Position
Alistair Thompson	Demner, Merlicek & Bergmann	Creative Director
Sebastian Kaufmann	Demner, Merlicek & Bergmann	Creative Director
Marian Grabmayer	Demner, Merlicek & Bergmann	Art Director
Stefanie Golla	Demner, Merlicek & Bergmann	Art Director
Maximilian Schnürer	Demner, Merlicek & Bergmann	Art Director
Emma Zimmel	Demner, Merlicek & Bergmann	Cutter
Philipp Siegwardt	Demner, Merlicek & Bergmann	Copywriter
David Duong	Demner, Merlicek & Bergmann	Account Director
Arnold Preisl	Demner, Merlicek & Bergmann	Account Director
Katja Kögerl	Demner, Merlicek & Bergmann	Junior Account Manager
Reinhard Krapfl	Demner, Merlicek & Bergmann	Post Production
Markus Hörmann	Demner, Merlicek & Bergmann	Post Production
Johannes Vater	Demner, Merlicek & Bergmann	Post Production
Dalibor Grujcic	Filmhaus Vienna	Photographer
Clemens Kloss	Tic Music	Sound Engineer

Why is this work relevant for Brand Experience & Activation?

Austria has the highest density of furniture retailers in Europe. As an up and coming challenger Mömax found a new way to attract potential customers directly at the moste relevant time für Mömax´s dishes and cutlery: while ordering food via UberEats Dishlivery Mömax gave a mouth-watering experience none of the well-established competitors offered anybody else so far.

background

Mömax furniture stores offer young and modern living solutions with 28 stores in Austria and online on mömax.at. Our brief was to attract new customers within the urban areas where Mömax operates. As a challenged, upcoming brand the budget was limited. And we knew that our target group doesn’t respond to traditional advertising (measures).

Describe the creative idea (20% of vote)

Mömax furniture stores turned UberEats into a new (alternative: never-before-seen) distribution channel for their dishes and kitchen accessories. For the first time, the option was offered to buy the matching Mömax plates and accessories to your UberEats food order.

Describe the strategy (20% of vote)

Young, urban people are the core target group for Mömax. The problem: they hate traditional advertising. And lots of them use adblockers online. But market research also showed that food plays a big role in their lives. And the majority of them loves to order food online. Our strategy was to use their appetite to make them hungry for Mömax – showcasing the trendy dishes and accessories from Mömax in order to get them interested in more.

Describe the execution (30% of vote)

Together with UberEats, Mömax furniture stores introduced Dishlivery. Whatever you ordered online in of the UberEats restaurants, Dishlivery automatically suggested the complementary dishes matching their choice of food – f.e. bowls for curry, steak knives, pizza cutters and pizza plates, dipping bowls, dessert bowls and much more. Dishlivery was directly implemented into the UberEtas ordering and payment process. Together with the food, Dishlivery was picked up by the Uber Eats riders directly in the restaurant and got delivered to each home.

List the results (30% of vote)

Dishlivery had a clear business impact for the brand. The whole range was sold out within 4 weeks – 3 weeks prior to the planned end of the promotion. Using the active Ubereats community, the promotion didn’t need a dime to be spent on promotional media budget. Dishlivery generated 1.4 m impressions without using any media budget. The whole promotion was financend in an absolutely unique way: By sharing the profits from sales with the restaurants and Ubereats, Mömax had no additional costs to cover. On top, each customer got a 20% online voucher for Mömax’ online stores attached to their Ubereats receipt which resulted in a 14% traffic-plus on mömax.com.