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BRAND STRATEGIST | UX RESEARCHER
BRAND STRATEGIST | UX RESEARCHER
BRAND STRATEGIST | UX RESEARCHER
BRAND STRATEGIST | UX RESEARCHER
BRAND STRATEGIST | UX RESEARCHER
BRAND STRATEGIST
SHE / HER
Seamless in LA: Taking a New York City Staple Across the Country
Say Seamless wanted to launch its service in Los Angeles during the Summer of 2020. How would we make an impact despite an ongoing pandemic?
ABOUT THE PROJECT
Seamless has already launched in LA, but without significant buzz. Our ask was given just before the March 2020 lockdown, and we were allowed to adapt to it or pretend it wasn't happening. Our team decided to challenge ourselves with launching in a global crisis.
Given as a prompt for a Comms Planning exercise
by Andy Grayson, Director of Strategy at Arts & Letters.
THE OPPORTUNITY
THE PROBLEM
THE STRATEGY
As a branch of Grubhub, Seamless now has the resources to infiltrate other markets and expand its business.
Much of LA's culture is rooted in food, making it the perfect city to venture into as a delivery service.
Despite market saturation, Seamless has remained the market leader in its hometown. Its strength in NYC culture has been tough to beat.
How does a company that roots itself in NYC culture expand to other markets, particularly to its rival city?
Immerse Seamless into the city's culture the way they've succeeded in New York City.
Redesign the service around the city instead of altering it to match. Much like a Yankees hat and black puffer jacket, what works for Seamless in NYC will get them shunned in LA.
Launch Timeline
Because of the unprecedented nature of a pandemic, we chose to adopt a situation-based approach instead of a traditional calendar communications plan.
Phase One
Focus: Adapting to Shelter-In-Place
The threat of COVID-19 is still keeping the country in lockdown. How can we help the people of Los Angeles stay comfortable at home?
Phase Two
Focus: Things are Looking Up
The threat is still ongoing, but travel restrictions have loosened. How can we maintain safety precautions while aiding in the transition?
Phase Three
Focus: Getting Back to Normal
Protection protocols have been lifted and Angelenos are back to life as we used to know it. After working to build trust, Seamless can fully launch.
PHASE ONE
Book Delivery
Partnerships with local independent book shops and popular book club programs.
Food Truck Delivery
Partnerships with local food trucks to get them in the delivery game.
Social Distance Dating
Making dinner together easy for couples separated by the lockdown.
PHASE TWO
Beach Delivery
Manned and branded kiosks allow for waterside delivery at popular beaches.
Jet Ski Delivery
Certified operators bring meals to the water, eliminating the need to dock for lunch.
Fighting Food Insecurity
An expansion of the existing Donate Your Change Program to help vulnerable populations,
PHASE THREE
Landmark Takeovers
Projected content to visualize Seanless's integration into the city.
Local Artist Support
Working with artists and restuarants to bring more life into an already rich art culture.
Skate Park Delivery
Taking advantage of LA's skate culture by providing free delivery and special offerings.
WANT TO SEE MORE?
Click below for an indepth look at our project, including:
Full Execution Descriptions
Consumer, Brand, and Culture Truths
Audience and Targeting
Full Comms Plan Calendar *created in the optimistic month of May 2020
IN COLLABORATION WITH
STRATEGY '21
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