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Jan 28

EAT24 Releases Snoop-Approved Super Bowl Ad

Posted in: Uncategorized

In keeping with recent trends also known as “that Wix campaign,” here’s a Super Bowl ad created without the assistance of a major agency.

The client is Seamless competitor EAT24, and the ad below will run “in select markets” during the first quarter on Sunday. It stars Snoop Dogg and Gilbert Gottfried — spokesmen for People with High Metabolism — discussing their shared love of online delivery:

For the record, the campaign was not created entirely in-house.

The client’s own creative team reportedly “approached” CEO D.J. O’Neill of San Francisco production/design shop Hub Strategy & Communication — which recently produced ads for the Oakland Athletics, among others — to help make the project happen. The “hangry” concept did come from inside the company, however.

O’Neill writes:

“We took a look at the script they wrote and said, ‘are your kidding me’. It’s really fun.”

Hub describes itself as “more nimble and responsive than typical larger agencies,” and while this ad doesn’t have the online traction of Carl’s Jr. or Bud Light, we have to wonder how much the “select markets” buy cost and how much media attention client and agency will win as a result.

Creative Direction/Writing: EAT24 Marketing Team
Moneybags: Nadav Sharon

Production Company: Hub Strategy & Communication
Director: DJ O’Neil
Producer: Jeremy Cook
Director of Photography: Greg Schmitt

Production Designer: Alex Fymat
Hub Creative Director: Peter Judd
Hub ACD/Writer: Hugh Gurin
Production Coordinator: Zoe Drazen

Sep 11

How a Food-Delivery Company Found Love by Advertising on Adult Websites

Posted in: Uncategorized

Here's your curious advertising case study of the day. Food-delivery app Eat24 has written a lengthy blog post detailing, from start to finish, why and how it went "where no marketing team has gone before. Well, at least not without clearing their browser history afterward."

Eat24, which apparently had something of a following among porn stars already, decided to advertise on adult websites. Its rationale? Almost no mainstream brands want anything to do with the XXX world. And yet the traffic figures are through the roof, and the CPMs are low. What's not to like?

Below are a few excerpts from the case study. Here's the whole thing. Via @hollybrocks.

The idea:
"If you ever take two seconds out of your naughty time to glance at the ads on porn sites, you'll notice that 99% of them are for more porn. It's a world where no one besides male enhancement pills and adult friend finders have dared to go. Not a single mainstream brand advertising there. We could be that 1%."

The creative:
"We wanted to make a connection between the pleasure you feel when eating a bacon double cheeseburger, and the pleasure of having sex. Everyone knows nothing makes people want to order food more than pictures of food, but we had to be careful with our dish selection. The sight of a seductive salmon skin roll next to a naughty nurse video might enhance the whole experience, while a hearty plate of chicken tikka masala might turn you off entirely, except in certain fetish categories. We need food that puts you in the mood."

The results:
"No matter what metric you want to use to define success, our campaign kicked ass all the way across the board. Impressions? Our porn banner ads saw three times the impressions of ads we ran on Google, Twitter and Facebook combined. Click through? Tens of thousands of horngry Americans clicked our ads. Yeah, but did they convert? Psshhh, please. We saw a huge spike in orders and app downloads during the time our ads were live, especially late at night when that insatiable desire for DP (double pepperoni) is at its most intense.
Did we mention the cost? We did? Well, it bears repeating. We were able to achieve the stellar metrics mentioned above all for the low low price of 90% less than what the big guys charge per 1,000 impressions. That's right, we saved 90%. Nine zero."