Postmates "We get it"
CHALLENGE: When we launched this campaign in 2017, Postmates was a small start-up in the food delivery space and Uber Eats dominated the industry alone at the top.
SOLUTION: We showed Angelenos and New Yorkers that Postmates understood their needs better than our competition with a first-of-it’s-kind data-driven campaign. Angelenos spend 119 hours in traffic every year, so we launched Postmates first brand awareness campaign with a budget-friendly OOH media buy that reached our audience on their daily commutes with over 100 unique headlines and over 300 hyper-targeted media placements.
RESULTS: We all know how this story goes. Four years later, Postmates was was still using our creative strategy when Uber acquired them for $2.65 billion. Our campaign contributed to explosive growth for Postmates, exceeding our original business objectives in brand awareness, customer acquisition and customer retention. Postmates immediately needed to hire more resources and drivers in New York to meet the unexpected demand, and Los Angeles saw a 7% lift in brand awareness. The campaign was so impactful that hundreds of fans shared our billboards on social media, including unpaid celebrities like Sarah Jessica Parker and Ruby Rose, gaining millions of additional impressions for free.
AWARDS: 2x Cannes Shortlist
DIGITAL / SOCIAL
COLLATERAL
Awards
2x Cannes Shortlist, 2018
Results
7% brand lift in Los Angeles, far exceeding other campaigns with a similar budget.
Postmates needed to staff up quickly in NY due to a dramatic increase in demand.
The OOH campaign creative was so insightful to our audience that hundreds of fans shared images of the OOH boards on social media.
Unpaid Celebrities living in LA and NY including Sarah Jessica Parker, Ben Platt and Amber Rose shared their love for the campaign gaining millions of additional free impressions.
Press
Creativity Online - Editors Pick "We 'get' Angelenos, says delivery app Postmates in outdoor push"
Creativity Online - Editors Pick "Postmates gets your cravings, New Yorkers"
Adweek "Postmates Is Trying to Impress Picky New Yorkers With Its Minimalist Out-of-Home Campaign"
The Drum "We get it"
Brand Channel "‘We Get It’: Postmate Delivers Zingers to the Big Apple"
Mobile Marketer "Postmates OOH campaign tells New Yorkers 'We Get It'"
Marketing Daily "Postmates Gets 'It' ... And Its Consumers, Too"
Media Post "Postmates 'Gets' You"
Agency: 180LA
Creative Team (Los Angeles Campaign): Mike Bokman, Jason Rappaport, Josh Hacohen, Karine Grigorian, Sarah Romanoff, Rance Randle, Marisa Milisic.
Creative Team (New York Campaign): Mike Bokman, Jason Rappaport, Sarah Romanoff, Marisa Milisic, Shannon Tham, David Miller, Eric Scott, Caleb Couturie.