I have only started to use Postmates, but I sure am loving it.
If you’re not familiar with it, it’s the only on-demand delivery app that can deliver anything from anywhere. The brand is the largest on-demand delivery network. According to the market research firm, NPD Group, there are now about 1.7 billion food deliveries made annually.
Now, the brand has now launched a new 360-degreee campaign in New York from the talented folks at AOR 180LA and media agency partner MBMG. Oh, it’s our first REEL AD OF THE WEEK in REEL360.
The campaign is an adaptation of the successful Los Angeles campaign and captures how an on-demand ‘anything’ is a way of life in New York City, from ShackBurgers, aspirin and coffee runs for the office – the campaign is a cheeky nod to Postmates’ growing place in the lives of time-pressed, information-overloaded, subway-crowded customers in New York City.
With a nod to local insights, the “We Get It” campaign is inspired by some of Postmates’ most popular merchants in the city, including Chloe, Halal Guys, Milk Bar, Shake Shack, Tacombi and the Meatball Shop. As part of the campaign, each merchant will run a week long free-delivery promotion over the next six weeks. The campaign deftly brings to life the power of Postmates’ on-demand offering through OOH, wallscapes and wild postings, subway ads, and interactive extensions across the city.
While retaining its nod to local insights and the sharp humor used in the LA creative, the “We Get It” campaign in New York is also inspired in part by some of Postmates’ most popular merchants in the city. Brands involved in this campaign are by CHLOE., Halal Guys, Milk Bar, Shake Shack, Tacombi and The Meatball Shop. As part of this campaign, each merchant will run a week long free-delivery promotion over the next six weeks. Take a look at some of the work below:
“We know that New Yorkers choose Postmates because of the quality of merchants available on our platform, so we wanted to use this campaign as an opportunity to showcase the city’s favorite restaurants,” said Lizz Niemeyer, Director of Brand marketing at Postmates. “We reached out to our most popular partners and came up with lines that humorously reflect both of our brands, along with a series of promotions that our customers will love.”
“Extending the campaign and tailoring it to New York City was a fun challenge and great opportunity to prove how local our ‘We Get it’ tagline could be,” added Jason Rappaport, Creative Director at 180LA. “In order to demonstrate that Postmates truly gets New York, our team did a lot of on-the-ground research before we started writing and lucky for us, one of our primary copywriters grew up in the city. Hopefully, it all pays off when New Yorkers see the work for themselves. Our research tells us they won’t be shy telling us if it doesn’t.”
The ooh created by the creative team at 180LA is outstanding and meaningful. It reminds me of the good ol’ days when ooh was a beast. Slow handclap for you 180LA. Slow handclap.
CREDITS:
Client: Postmates
Lizz Niemeyer – Director of Brand Marketing
Madeleine Englis – Content and Video Production
Robert Maebert- Brand Design Lead
Agency: 180LA
Mike Bokman – Creative Director – 180LA
Jason Rappaport – Creative Director – 180LA
Josh Hacohen – Senior Copywriter – 180LA
David Miller – Art Director – 180LA
Eric Scott – Copywriter – 180LA
Sarah Romanoff – Art Director – 180LA
Marisa Milisic – Copywriter – 180LA
Caleb Couturie – Creative Intern – 180LA
Shannon Tham – Senior Art Director – 180LA
Keith Turner – Studio Artist – 180LA
Chad Leeper – Studio Artist – 180LA
Casey Henricks – Print Producer – 180LA
Nikole Knak – Print Producer – 180LA
David Emery – Executive Producer – 180LA
Luke Cheney – Animation – 180LA
Brenda Aguilar Schneider – Brand Director – 180LA
Marissa Mackel – Brand Coordinator – 180LA
Cecelia Girr – Strategist – 180LA
Loretta Zolliecoffer – Director of Business Affairs – 180LA
Media Agency: MBMG
Have new work? Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
