Brand Background
As part of an intergrated sprint that combined the skills of a graphic designer, a strategist, and a copywriter. We set out to find a solution to make liquor more accessible to alcohol consumers. The challenge became to create a liquor delivery service platform. Paniki is a colloquial term used by black South African's; it is the name for a bottle cap like those usually found on beer bottles.
The Brief
Create a liqour delivery platform that saves consumers time, energy, and money. The elements of the campaign would include: The awareness, select and pay, and delivery.
As part of the awareness team we needed to create a 360 campaign, that would introduce the product to consumers in various ways.
The Insight
"Nobody likes to leave the party to go and get alcohol at 2 a.m in the morning. You're either too drunk to drive, or you have to find the dindgy spots where alcohol is way more expensive than what it should be or you just have to sleep."
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It was evident that bringing alcohol to people is key while saving them the effort of making inconvenient trips.
The Target Market
Alcohol consumers in urban and suburban areas between the ages of 25 to 35.
The Big Idea
Save Time. Save Money.
The Concept
Less Missioning.
The Concept Tagline
You Don't Have To Be Extra.
The Process
Using the Google Ventures Sprint methodology we were tasked to:
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Story boarding elements of the awareness campaign, prior to usage of the app.
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Wireframe ideas in the recommendation and piggyback/shared delivery phase.
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Prototype mock campaign interactions.
Story boarding.
Come Dine With Me SA (CDWM)
CDWM is a culinary and lifestyle reality show. Sneaking in the delivery app would be an effective way to entice the intended target audience. For a certain amount of time, as illustrated below, the app may be an element of the show, where it is subtly advertised to show how simple it is to use and how efficient the service is.
Visual
Audio
This would be a natural element of the show, where for a selected amount of time CDWM hosts will use the Paniki Delivery Service platform to make alcohol deliveries for either cooking or drinking.
The alcohol will be delivered as requested; on time while saving the consumer time, energy, and money.
The alcohol has arrived and the Paniki delivery man/woman is dressed in Paniki uniform. The alcohol will be delivered in Paniki branded packaging.
CDWM - Top & Tail
As an extension of the promotion of the delivery service on Come Dine With Me SA, we thought that it would be awesome if there are also top and tail ads that accompany the on screen service/product placement.
Visual
Audio
M.V.O: This is John. John is watering his garden. Big whoop…
(John sees a Paniki delivery bike.)
F.V.O, John's Wife: John! John! The neighbour's are on TV!
M.V.O: Put down the hose, John! There’s something interesting happening next door!
Download the Paniki app. Don’t get left in the dark, and don't get left high and dry.
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Social Media Posts - Facebook.
The App (Lo-Fi)
Swipe right. See the slideshow below to get the feel and flow of the Paniki app.
