Brand Background
PUDO is a relatively new system of App Ready Lockers that are yet to be launched in South Africa.
The proposed target market is estimated to be mostly online businesses (80%) with a large portion of that being online stores.
The Brief
Develop an advertising strategy for PUDO Pick-Up & Drop-Off Lockers.
Objectives
Develop messaging that explains what PUDO is by highlighting the benefits of Pick-Up & Drop-Off Lockers.
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Unlock a brand purpose and create a personality/style that PUDO can own going forward.
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Create a campaign (BIG IDEA).
Consumer emotional insights/needs
around courier/delivery services
Normal courier service deliveries can be very frustrating, especially when it comes to the delivery side of it. Around 10% of parcels aren’t delivered due to people not being in the right place at the right time.
A lot of time is also wasted waiting for deliveries. Sometimes this inconvenience causes anxiety and distress because people have to put other stuff on hold until the delivery is done.
Barrier to entry into the market
Although there are already Pick-Up & Drop-Off Lockers out there, there isn’t really that much of a market yet to speak of (there has been very little education on what these Lockers do and what the benefits are) – people don’t understand the product yet.
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PUDO is brand new so there is no established knowledge of the brand and what it does.
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Consumers will find it difficult to move away from existing online delivery methods as PUDO has not yet proven itself.
Getting to the Pick-Up & Drop-Off (making detours or going out of the way) makes the PUDO service a bit of a grudge purchase i.e. the part of the purchase that they don’t really want to have to do but has to be done.
How does PUDO address
consumers emotional needs?
PUDO Pick-Up and Drop-Off Lockers eliminate the time wasted on waiting for deliveries i.e. ‘you’re not reliant on anyone else to be there to make the parcel exchange’ – so you don’t have to feel anxious or distressed.
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This gives consumers complete control, by allowing them to Pick-Up and/or Drop-Off at a time and place that's convenient for them – offering confidence and eliminating angst.
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The PUDO App offers a more convenient/ handy way to make and track delivery orders than regular online web transactions i.e. they have complete control of the whole process (in the palm of their hands) – consumers feel comforted knowing they’re in control.
How does PUDO address
consumers emotional needs?
PURPOSE: PUDO needs a strong single-minded purpose message that people can identify with to build affinity and establish the brand.
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EDUCATION: We need to educate people about what Pick-Up & Drop-Off services are and the benefits they offer.
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TRUST: Help establish the PUDO brand with traditional physical/analog media that firmly places the brand in the ‘real world’ – e.g. outdoor & radio (Not just social media).
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TRIAL: Show through demonstration how PUDO can eliminate the pains of conventional delivery service transactions; highlighting the benefit thereof.
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EXPERIENCE: Override the ‘grudge purchase’ notion by showing how the Pick-Up & Drop-Off locker sites actually makes life better because of the convenience of being in control of your own time.
PUDO purpose
PUDO aims to make the world a happier place.
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How? By offering convenient solutions that relieves anxiety/stress when it comes to parcel delivery; giving people more control of their time.
PUDO personality
PUDO is the easy-going, no fuss, down to earth, convenient way to send and receive packages.
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PUDO understands that your time is precious and is there to help you embrace/enjoy that time.
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PUDO is quirky (not odd), light-hearted, comforting and goes with the flow.
What is PUDO’s single-minded message/promise?
PUDO is convenient.
Campaign Idea 1
'PUDO when you like'
Convenient Pick-Up & Drop-Off Lockers
Rational
PUDO’s Pick-Up and Drop-Off locker service allows you to control your time and handle your parcel delivery when it’s convenient for you.
And because people can now control when and where their delivery happens, they can enjoy the time they have, without the stressing of waiting for their delivery to be picked up or dropped off.
Basically, being able to PUDO when you like, gives people the freedom to make the most of their time and enjoy those precious moments that might have been missed waiting for a parcel to be delivered or picked up.
South Africanism
To help create affinity with our humorous PUDO personality and tone we suggest tapping into South Africa’s great cultural diversity.
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We propose introducing this South African flavour into our execution through South Africanisms, (unique South African sayings like, ‘lekker, kwaai, Bak etc.) as well as by telling our stories using rich, authentically quirky South African characters.
AV Execution 1| POOL GUY
TONE: Humorous, relaxed and easy going.
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SCENE: Midday by the pool at a Saxonwold mansion.
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MUSIC STYLE: 'Feel like a natural woman' - Aretha Franklin
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CHARACTERS:
1) Woman - Full figured black woman, clearly has lots of money and probably holds a ministerial position.
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2) Pool guy - Mediterranean looking stud (also trains at Northcliff CrossFit gym).
'Script'
A curvaceous and confident woman is drooling over a pool guy at her Saxonwold retreat. The pool guy cleans the pool with a lot of swagger, style and cool – putting on a show for the woman. We cut to a scene of the pool guy feeding her the last grape of a bunch, while she lays on her beach chair near the pool.
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We then cut to a PUDO locker in an unknown location, where a delivery guy shows up and drops off a parcel.
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Cut back to the woman who gets a PUDO message. An SMS bubble appears on screen: “Your PUDO package is waiting” She smiles at the message, gracefully pockets the phone in her bikini top, pulls out another bunch of grapes, and gives it to the pool guy who continues to feed her.
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ANNCR: Do what you like. PUDO when you like.
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Cut to a time-lapse of a PUDO box and see people coming and going, picking up and dropping off packages as the sun goes down.
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Titles: Convenient PUDO Pick-Up Drop-Off lockers.
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PUDO when you like. PUDO.co.za
AV Execution 2 | FARMERS RETREAT
TONE: Humorous, relaxed and easy going.
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SCENE: Veiling kraal/hidden farmer retreat (health spa).
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MUSIC STYLE: 'I feel pretty' - Julie Andrews
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CHARACTERS:
1) Male farmer – He’s a typical farmer, dressed in his kakis and vellies. He’s a big chap with thick moustache and beard to suit.
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2) Farmers – These are a bunch of farmers in comfortable health spa robes. They are enjoying a bit of me-time and self-pampering.
'Script'
A stereotypically dressed farmer parks in his towns local cattle auction house (veiling kraal) and makes his way to the entrance. He enters the veiling kraal and makes his way to the back (where the clubhouse is located). He stands in front of a sack of hay, but when he pushes it aside it reveals a secret door which he opens. We see other club members inside who stop everything they doing and just stare at him. (the members are enjoying some proper R & R – bubble baths, massages, manicures and pedicures, face mask, etc). He gets a message, and takes his phone out of his leather phone pouch…
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An SMS bubble appears on screen: “Your PUDO package is waiting”.
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He smiles at the message, puts the phone back into his phone pouch and confidently walks into the secret farmer retreat. All the other farmers relax and ease back into their papering routines. (Fade to black)
ANNCR: Do what you like. PUDO when you like.
Cut to a time-lapse of a PUDO box and see people coming and going, picking up and dropping off packages as the sun goes down.
Titles: Convenient PUDO Pick-Up Drop-Off lockers.
PUDO when you like. PUDO.co.za
Radio 1
Client: PUDO Pick Up Drop Off Lockers
Element: Radio Script
Duration: 30’’
Title: Isphithiphiti
Writer: Mpumelelo Ngwenya
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ANNCR: What is PUDO?
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PUDO is delivery that avoids all the ‘sphithiphithi.
And what is isphithiphithi? Let me explain. isphithiphithi is a South African term that means confusion, commotion or chaos. Like when you have to leave work to rush home for delivery but then the delivery guy gets lost on the way and needs directions, and on his way, he gets a punctured tyre and now you have to go back to work. So much sphithiphithi. No.
Do what you like, PUDO when you like. For more on convenient Pick-up Drop-Off lockers visit PUDO.co.za.
Radio 2
Client: PUDO Pick Up Drop Off Lockers
Element: Radio Script
Duration: 30’’
Title: Nca
Writer: Mpumelelo Ngwenya
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ANNCR: What is PUDO?
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Let me explain. ‘Nca’ is a South African term for good, nice or pleasant. Spending your time waiting for deliveries to show up? That’s not nca. Having to cancel plans you have with friends because you might miss a delivery? Again, that’s not nca. So, what is nca? Not having to worry about missing the delivery guy and never getting your package; now that’s nca!
Do what you like, PUDO when you like. For more on convenient Pick-up Drop-Off lockers visit PUDO.co.za.
Radio 3
Client: PUDO Pick Up Drop Off Lockers
Element: Radio Script
Duration: 45’’
Title: Sho Bozza
Writer: Mpumelelo Ngwenya
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SFX: Car guard helping a guy park.
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Car guard: Sho, Bozza! Nomayini, Bozza! (Howzit, boss! Whatever you can give me, boss!)
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Bozza: Ah ngishaya iquick (I’m just doing a quick) delivery pick up, don’t worry.
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Car guard: Yaaah but what if the delivery guy takes long and you have to wait, Bozza (boss)?
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Bozza: It’s a PUDO, convenient Pick Up, Drop Off locker. Geen (No) delivery guy, Geen (No) waiting. When I have a delivery, I just go pick up, fast fast.
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Car guard: Yah mara (but) I can wait, just like PUDO, ne?
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Bozza: Nor, I’ll be quick.
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Car guard: Sho (Yes) exactly, I’ll be here. You’ll pick up whenever you like.
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ANNCR: Do what you like, PUDO when you like. For more on convenient Pick-up Drop-Off lockers visit PUDO.co.za.