Strategy
Ad campaign
Production

Who Asked Us for a Campaign and Why?

Getify is a Latvian takeaway service. Haven't you heard of it? We neither. This is a two-people start-up who were sick of waiting for their kebabs, coffee, and pizza. So how does the service work? At first, you have to download the app and pick the eatery to take away the dish. Then Getify automatically calculates the time you need to get to the spot. And as soon as you come to the location, the eatery's worker brings your order to your car. All you need to do is to eat. Easy? Easy!

Oh, and we almost forgot to tell you the best part of this app. It's free!
The goal is to order the dish. And the profit is that you don't wait for this dish to be ready.

So How Exactly the Latvian Company Ended Up Briefing the Kharkiv Agency? 

Even though the Getify service is new, they spent time with Latvian agencies. Superb video — check, the chef brings food to the car — check, fantastic pack shot — check. Everything looks fine, and people keep downloading the app. But here's the trick — customers keep thinking that Getify is a delivery service, not a takeaway service. So this is where Getify creators decided to ask Arriba! to look at this project from new perspectives.

What's Next? 

The main issue was set: People think Getify is a delivery service. And those who understood that this is a takeaway still couldn't figure out why on Earth they would need it. This is all because the existing ads don't show the profit people get from using the app. So now we had to use the superpowers of our Strategy department who conducted the research and managed to get some interviews. During this step, we discovered no direct competitors, which made us happy as we could do anything we wanted with this task's creative part. But we still had to act differently from delivery services, so people stopped thinking that Getify was a delivery service. And the cherry on top is that we had to show the features of this app as it is new on the market. 

During the interview, we found out when Getify is a real helper for the customers: 

• when people scroll all the Instagram stories while waiting for their pizza or kebab;
• when people could sleep 7 minutes longer rather than running to get the morning coffee in the coffee shop;
• when people wake their kids in the car to get the dish from the restaurant, lulling them later with extreme patience.

At this point, we could simply name these situations and proclaim Getify as the only way to solve such issues. But we headed further. 

This step helped us understand that the service saves time and set the message: "Getify helps takeaway your food without extra steps."

The Strategy Is All Set. What's about the Creative Part? 

As our Strategy department discovered earlier, we had to simplify the idea that Getify is NOT a delivery. Getify is a takeaway service. Getify was created to save people's time and resources. 

During the ideas drafting process, the Creative Director kept repeating things like:

• "Cool story, but I don't get what Getify is."
• "Yes. But there's still nothing about what is Getify."
• "These prints don't tell us what Getify is."

We placed the line "Getify is a takeaway service" at the beginning of the video advertisement. So people could understand what Getify is. When we found out that the app helps eliminate unnecessary actions, we could find the idea easily. Let's list all those actions and say they are not about Getify. The more weird yet real situations we show, the more people see the profits of this app. We wanted to hear from Getify future users something like, "Darn, I'm always late to the office after lunch" or "So I simply never had to wait in line?" This gave us the creative form "Getify without this, without that, and without plenty of other things." 

Voila! Here we have the values, profits, and mentioned takeaway. Seems like everyone will forget about the delivery!

This campaign is about living easily. And Getify can help with that. Or do you want to check the Instagram of the friend's third cousin while waiting in line?

Prints. 

Video. 

And What with Numbers?

We have told you our what, how, and why but you are most likely to believe the numbers, right? Several campaigns reached the 50% conversion rate by the middle of the video! So, every other got interested and decided to keep watching.

If we dig a little deeper, we see that people not only enjoyed watching the video but actually shared it with their friends! The percentage of the engagement rate (likes, shares, comments, saves, etc.) reaches 80-85%. We hope those friends also had a good laugh and got their kebab while driving home.

So, the client is happy, we are happy, and the numbers are pretty exciting!

Agency: Arriba! Strategic Creative Agency
Production: Arriba! Production & Mel Production

Oleg Mysyagin, Nikita Barkov, Olya Pomeranskaya — strategists;
Alina Herasimchuk, Dasha Starko, Olya Shevchuk — copywriters;
Max Burtsev — creative director;
Inna Alimova — designer; 
Pasha Itkin — art director;
Olya Burtseva — account director; 
Lera Tkachenko — account manager;

Eva Lukash — producer, Mel Production;
Yaroslav Lukash — edit, Mel Production;
Backspace — music;
Sila FM — SFX, VO;