Foodpanda

COPYWRITING AND ART DIRECTION ( ADVERTISING ) NUR SHAFIRA BT MD FARIDI 4151003251 AGS 2473 SUBJECT MATTER : FOODPANDA ( FOOD ONLINE SERVICES )

TABLE OF CONTENTS TIMELINE

02

ABOUT FOODPANDA • Advertising Purpose

03

SUBJECT MATTER

04

TARGET AUDIENCE, ART DIRECTION, IDEA & CONCEPT

05

S.W.O.T ANALYSIS

06-07

REFERENCES

08

PREVIEW 1 • Sketches • Copywriting

09-12

PREVIEW 2 • Idea Development • Advertising Tools

13-25

- Introduction about this subject - Project brieďŹ ng

TIMELINE

W1

CO PYW R I T I NG

W2 - Choosed subject matter, services which is [ FOODPANDA ] - Research about subject matter, food online delivery - Lecturer showed example works from previous students.

- Study headline.

- Do sketches for design layout.

- Have discussion with lecturer about subject matter.

- Progress for above the line.

- Progress on AI. - Research for below the line.

- Choose / listed down for BTL.

- Shoot photos for below the line.

- Progress on AI for below the line.

- Finalized above the line.

- Below the line have done around 85%.

- Printing stage.

- PREVIEW 2 (submission).

W3

W4

W5

W6

- Lecturer showed example from previous students.

- Lecturer showed his artworks.

- Research & study about subject matter.

- Study about Copywriting / Art Direction.

- Reasearch & study concept and ideas about subject matter.

- Find more references.

- Study about headline.

- SWOT analysis.

- Finalize the timeline ( in AI ).

- PREVIEW 1

- Show ďŹ rst draft and ideas.

W7

W8

- Continue for above the line (still in designing process).

- Study and sketches for below the line ( out of home, website, online ads ).

W9

W10

- Above the line have done around 80%.

- Continue for below the line.

W12

- Finalize below the line.

- Final touch-up.

- Find printing shop.

W11

W13

W14

- PREVIEW 3 (Final Submission).

ABOUT FOODPANDA FOODPANDA is a Malaysia’s most convenient online food ordering site, connecting people with the best restaurant around them, in Kuala Lumpur, Petaling Jaya, Melaka, Ipoh and many more Malaysian cities. They believe food is a pleasure and food ordering be fast and definitely fun experience. Ordering with foodpanda is as easy 4 step which is first; search and find the restaurant, second; choose and finf the food you like, third; pay and lastly; enjoy the food.

ADVERTISING PURPOSE The purpose of this subject is to create the advertising based on the service that has been offered their services towards the user. So to make it easier for the customers, study has made to create an advertising based on their services that they offer and provide.

SUBJECT MATTER Based on the service that I chose, FOODPANDA is a food ordering site which is basically new and mostly people did not know about this services especially to those who have hectic days and don’t have time to cook. So to make it easier for those people, study has been made to create an advertising on their service that they offer.

ART DIRECTION To promote FOODPANDA services to the audience.

• Order food on the go ( online ).

• Huge selection of cuisines.

TARGET AUDIENCE Audience : Youth & Adults from middle

to upper income group.

Gender : Male & Female.

Age : 15 - 70 years old.

IDEA & CONCEPT Concept : Clean & Direct Ideas : Flat Design

( use flat color, icon etc ).

S.W.O.T ANALYSIS STRENGTHS Foodpanda is one of the convenient food online delivery. It have variety of menus, easy to navigate and user friendly interface.

WEAKNESSES Their competition from other similar apps means limited growth.

Restricted to certain areas in Malaysia. Expensive for delivery charge and slow in delivering the food.

OPPORTUNITIES They have opportunity to expand to further more state and cities in Malaysia. Good quality food delivery services and can improve the delivering times.

THREATS Had to compete with other competitor who already exist or similar to them such as; • Domino’s Pizza • McDonalds • Pizza Hut

S.W.O.T ANALYSIS (UX) STRENGTHS Good global navigation bar and have attractive banner.

WEAKNESSES Poor mobile optimization, text difficult to read and difficult to navigate.

OPPORTUNITIES Speed in loading and new way to retain users visit.

THREATS Excusive social media engagement and inimitable app function.

REFERENCES

PREVIEW 1

SKETCHES

SKETCHES

IMPROVISE SKETCHES

COPYWRITING HEADLINES 1) All Day & All Night Cravings Answered 2) Fulfill Your Cravings To Statisfied Your Appetite 3) Fulfill Your Cravings With Foodpanda 4) Day And Night Cravings Answered 5) Think Food Think Panda 6) Mouthwatering Isn’t It? 7) Hungry Isn’t It? 8) Serving You Everyday 9) Feed Your Sense Of Delicious 10) You Can’t Download Food!

11) Feeling Hungry?

SUB-HEADLINES 1) Order Food From The Best Restaurant Around You 2) What You See Is What You Get 3) Filling Your Plate In Just 3 Clicks

PREVIEW 2 AMENDMENT MADE • Change the propotions and layout.

• Try different approach for the colors.

IDEA DEVELOPMENT

ADVERTISING TOOLS

ABOVE THE LINES • Press Ad ( Newspaper Ads) • Print Ad ( Magazine Ads) BELOW THE LINES • Billboard • Flyers • Poster MULTIMEDIA • • • •

Website Web Banner Social Media Mobile Advertisement

NEWSPAPER

MAGAZINE

FLYERS

POSTER

BILLBOARD

WEBSITE

WEB BANNER & MOBILE ADS

SOCIAL MEDIA