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
|
Credits
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.