SITUATION
The domestic food delivery app industry faced high negative sentiment among both restaurant owners and consumers due to perceptions that its steep delivery fees exacerbated inflation and burdened small business owners.
‘Ddangyo’ stood out as a ‘good’ delivery app for everyone—consumers, restaurant owners, and local communities—thanks to its low commission rate of around 2% (competitors charged roughly 9.8% at the time) and various local currency/discount benefits.
Amidst an economic downturn and increased household food expenses, Ddangyo aimed to spread the perception that it was an app creating a kind and pleasant delivery dining experience. Its goal was to encourage consumers to switch delivery apps and increase its Monthly Active Users (MAU).
SOLUTION
Considering Ddangyo’s relatively lower brand awareness compared to competitors, we proposed the ‘Song ad’ to the client as a way to help imprint the brand name.
We developed the key copy and song lyrics, ‘Thank you so much, Ddangyo, I’m eating,’ utilizing a rhyme that repeatedly shouts the brand name while appealing to the app's ‘good delivery’ image.
During the proposal stage, we created AI-generated song ad concepts, which became the key point in persuading the client.
We cast Jang Do-yeon, whose cheerful charm aligns with ‘Ddangyo’ while embodying a wholesome image, to fit the ‘good delivery app’ concept.
RESULTS
Within one month of the ad launch, order value grew by 234% compared to the same period last year. After two months of the launch, the number of orders surged by 558% year-over-year.
