Just Eat Takeaway Boosts Brand Association Among Football Fans With Snapchat’s Total Takeover
Brand Association in UK
Brand Association in DE
Brand Association in NL
In 2020, Just Eat Takeaway, one of the world’s largest online food delivery marketplaces, signed as an official partner of the UEFA Champions League – and there was no better place to build brand association than on Snapchat.
The brand aimed to maximise Snapchat's engaged audience and creative tools to build brand association with its long term partner UEFA and solidify its position as a leader in food ordering.
With a range of engaging ad formats and a custom gamified AR Lens built by DEPT®, Snapchat enabled Just Eat Takeaway to stand out to target audiences across UK, Germany and The Netherlands at a key cultural moment.
Just Eat Takeaway was the first brand in the UK to utilise a Total Takeover, a high-impact format that guarantees the first impression over 24 hours across three Snapchat products: First Story, First Commercial and First Lens.
With Total Takeover, Just Eat Takeaway promoted a competition that gave Snapchatters in the UK and Germany a chance to win tickets to the UEFA Champions League final in Istanbul.
Each creative was strategically tailored to suit each format: The First Commercial was a sound-on video featuring well-known football journalist Fabrizio Romano, the First Story was a bold static ad that used the brand’s signature orange, and the First Lens was a custom gamified AR experience that gave Snapchatters a go in goal, prompting them to save burgers and balls in order to be in with the opportunity to win the sought after tickets.
The Snap Ad creatives included stand-out statics and funny videos of famous footballers reacting to key food ordering moments and scenarios relatable to Just Eat Takeaway customers, expertly tapping into the brand's relatability. Using a holistic approach, Snapchat enabled Just Eat Takeaway to maximise reach and drive awareness for the duration of the campaign while engaging target audiences with strategically-placed ad content.
By maximising the sporting moment and leveraging a multi-product campaign on Snapchat, Just Eat Takeaway boosted brand association, drove ad awareness and positioned itself as a leader in the competitive food delivery space across the UK, Germany and The Netherlands.
The two regions that ran the competition and Total Takeover saw a clear boost in ad awareness, brand association and brand favorability. In the UK, results showed benchmark-breaking figures: boosting ad awareness from 9pt to 13pt and lifting brand association from 0pt to 5pt. The UK also saw a +9pt lift in brand favorability from female Snapchat users. In Germany, Snapchatters drove a monumental +20pt uplift in ad awareness from the Commercials format and saw an overall +5pt shift in brand favorability.
In The Netherlands, the multi-product approach was a clear success. Thuisbezorgd saw a +12pt shift in ad awareness from Snapchatters who were exposed to ads in multiple formats.
With the powerful UEFA partnership and a Snapchat strategy that put the brand in front of the right audience and the right time, Just Eat Takeaway engaged Snapchat users and boosted brand association at a key moment.
With multiple ad formats across the Snapchat platform we developed unique creatives that would capture the attention of our customers as well as a football audience and offer a once in a lifetime chance to attend the UEFA Champions League final. With a goal to drive further association with our long term sponsor UEFA we developed different creatives in both static and video across multiple second lengths with a layer of humour tapping into relatable moments showing football stars from across the different UEFA tournaments.
— Rich Burgess, Global Principal, Brand Digital and Social media at Just Eat Takeaway.
Leveraging immersive creatives and developing a multi-product takeover campaign, we were able to engage with passionate football fans on Snapchat delivering measurable brand impact and UEFA sponsorship association results for a number of our Just Eat Takeaway key markets.
— Celine Francois, Global Head of Digital Media at Just Eat Takeaway.