Every month Oliver Dietrich, Director of Creative Ideation ProSiebenSat.1, offers his feedback on recent marketing campaigns and what start-ups planning TV campaigns can learn. April’s topic is one currently subject to hot debate: the continuing boom and competition in the dynamic online food ordering & delivery industry. There’s potential here for a whole series of articles on hype assessments, power struggles, takeovers, new players, old players, copycats, real and fake innovations, euphoric and disappointed investors. There’s something here for everyone, from the Business Punk reader to the broadsheet commentator.
Uber Eats: Man of Delivery
Online, Social Media and TV
It is not what technology can do which is decisive for success. But what it inspires in each individual. It's not about the platform - it's about what the platform can positively change in the lives of its customers.
The more interchangeable products and services are, the greater the importance of communication. Anyone who is original in this regard and understands what inspires emotion in people will be successful.
For a long time storytelling has been a meeting buzzword and a pitch phrase. This is changing. Storytelling can make the difference in communication - when used correctly, creatively and through the right channels.
This is a tough market and there are many players. Online food ordering is a billion dollar industry. Reports suggest its popularity is increasing. Worldwide and in Germany. Forecasts say users will double by 2021. And everyone wants a piece of the pie. But the service is relatively interchangeable.
Uniqueness. What online food ordering platforms can do has been communicated long ago: it is fast, convenient and easy. And what is the difference now? Exactly. That's why Uber Eats relies on what others lack in communication: Emotionality. Humanity. Intimacy. Substance. And how? With storytelling and moving images. Uber Eats shows the rest of us how to do it.
What we see is the essence of good storytelling. Authentic and personable. From the visual language right through to the actors, music and script - all from one source, real, believable and human. We are left with the feeling that everyone benefits somehow, that everyone involved has fun with this product, whether film-maker, supplier or customer.
We get the feeling that Uber Eats enriches life and is not only a benefit to me, the customer, but also for everyone else. Oh the beauty of good storytelling. Is it not great that it still exists? You almost want to believe it. What feels strange at Amazon with its smiling packages has been executed better here because it's more believable and, in the end, more human. Because here you think about what this service means or can mean for the lives of the individuals involved. This spot doesn’t just list product advantages, which in this case everyone knows anyway.
Oli’s Verdict: Hot or Not?
Hot and tasty, like quickly delivered food from your favourite restaurant. With a personal touch.