RAKfoodie launch by RAKBANK makes it to the top 100 global campaigns by WARC

Tapping into the burgeoning food culture in the UAE, RAKBANK launched their own foodie platform – RAKfoodie which offered discounts at thousands of restaurants. But being a late entrant in a cluttered market they needed to find a new way to stand out and outsmart the competition.

Competitions own game was mainly their assets – customers (foodies), restaurants (locations) and apps (mobile). Could they build holistic intelligence around FOodies, LOcations & MObile (FOLOMO) to beat the competition in their own backyard?

Strategy:

They discovered that FOLOMO data was all siloed and scattered. They built the FOLOMO data hub to unify these disparate sources.

The foundations of the FOLOMO data Hub were:

• Audience segmentation using 1^st party data understanding.
• Defining audience behaviour through social listening & third-party tools such as GWI & Brandpuls.
• Appographic and real-time location data signals to target consumers at precise locations, predict peoples behaviour and serve dynamic messages.

Execution:

The FOLOMO Data Hub identified 5 distinct personas i.e office foodies, weekenders, explorers, sports lovers, home foodies.

InMobi developed a blueprint of customized polygons targeting users who were banking with the competition.

Over 50+ restaurants had RAKfoodie dining offers that were better than the competition. Using Geo-Conquesting technique, that precisely targeted users at those specific restaurants. So when customers at these restaurants were ready to pay via competitor offers, they were served the message “STOP! There are better Dining deals out there. Available with RAKfoodie “

Using navigation platform Waze, that plotted 400+ restaurant pins using latitude and longitude serving unique messages for that specific restaurant to drivers.

To ensure reaching existing customers, RAKBANK used polygon mapping to target users who were seen at 300+ RAKBANK ATMs and branches.

Results:

FOLOMO data hub became the 1st custom build a data warehouse in the UAE that collected over 100Million touchpoints in real-time.

The campaign achieved 3x more downloads than expected in the first month alone

The campaign achieved a click-through rate 2x the industry benchmark, delivering over 12 million impressions within four weeks, while dining spends grew by 26% vs the same period in 2018.

The campaign received unprecedented acclaim locally and globally, achieving 6 awards in the MMA Smarties in 2020 and was also shortlisted at Festival of media global this year. The campaign was also part of the top 100 global campaigns by WARC.

 

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Taping into UAE’s burgeoning food culture, @rakbank launched their own foodie platform – #RAKFoodie. The campaign received unprecedented acclaim locally and globally, achieving 6 MMA Smarties awards & was one of the top 100 global campaigns by @makeitwarc

A post shared by Campaign Middle East (@campaignmiddleeast) on Oct 18, 2020 at 1:44am PDT