DOOH Rate: $5,000 - $50,000
CASE STUDY: FOODPANDA DOOH LAUNCH CAMPAIGN (SINGAPORE)
Overview
Foodpanda launched a high-impact Digital Out-of-Home (DOOH) campaign across Singapore to strengthen top-of-mind awareness and reinforce its positioning as the go-to platform for everyday convenience.
The campaign leveraged premium, high-traffic digital screens across key urban hubs — ensuring maximum visibility among both commuters and lifestyle audiences.
Objectives
Drive mass brand awareness across Singapore Reinforce Foodpanda’s “everyday convenience” positioning Reach high-intent urban consumers (PMEBs, young adults, families) Achieve high-frequency exposure in dense commuter zones
Strategy
Instead of spreading thin, the campaign focused on dominant presence in high-footfall clusters, combining: Transit-heavy locations (MRT-linked areas, CBD routes) Lifestyle & retail hubs (shopping districts, malls) Road-facing large-format screens (vehicular + pedestrian reach)
This created a surround-sound effect — audiences repeatedly encountered Foodpanda throughout their daily journeys.
Execution
Key DOOH Locations Chinatown Point Bugis Street Orchard Gateway & Orchard Road belt Orchard Hotel (premium district exposure) People’s Park Complex Queensway Shopping Centre ERA APAC Centre (Toa Payoh) ESR BizPark @ Changi
Large-format digital screens with bold Foodpanda pink creatives ensured: Instant brand recognition High contrast in urban environments Strong recall even in high-speed traffic areas
Audience Targeting
The campaign captured a broad yet high-value audience mix: PMEBs & Working Professionals (CBD + Orchard traffic) Young Adults & Students (Bugis, Chinatown, Toa Payoh) Families & Shoppers (mall environments) Commuters & Drivers (CTE routes, MRT-linked screens)
Key Strengths
- High-Frequency Visibility
Strategically placed screens across daily commute routes ensured repeated exposure whic is a critical driver for brand recall. - Location Synergy
Clustered placements (e.g., Orchard + Somerset + Bugis) created multi-touchpoint exposure within a single journey. - Mass + Intent Coverage
Balanced approach: Mass reach via high-footfall zones High intent via retail & F&B-heavy areas - Creative Simplicity
Clear messaging like:
“Tap into convenience”
“Tap into everyday” Easy to digest within <3 seconds viewing time
Estimated Impact
Based on location footfall data: Monthly Reach: ~6M+ impressions High-frequency exposure zones: Orchard, Bugis, Chinatown Strong commuter penetration: MRT-linked and arterial road screens
Results (Expected / Positioning Outcome) Increased top-of-mind awareness in key urban districts Strengthened brand association with convenience & speed Reinforced Foodpanda as a daily lifestyle platform, not just food delivery
Conclusion
This DOOH campaign demonstrates how strategic location planning + high-impact creatives can turn outdoor media into a dominant brand presence. By owning key movement corridors across Singapore, Foodpanda successfully embedded itself into consumers’ daily routines and decision moments.
