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 nationwide lockdown, and we were allowed to adapt to it or pretend it wasn't happening. Our team decided to challenge ourselves with branding in a global crisis.
Background: What is Seamless?
Seamless launched as the first food delivery service in New York City in 1999. They started with a B2B model before opening to consumers in 2005.
Seamless merged with Grubhub in 2013, which has allowed them to expand their services.
The Opportunity
The Problem
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?
The Objective
Immerse Seamless into the city's culture the way they've succeeded in New York City.
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.
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 One
The Now
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
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
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 with activations and campaigns.
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.
Landmark Takeovers
Projected content to visualize Seanmless'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.
Click below to get an in-depth look at our project, including:
Consumer, Brand, and Culture Truths
Full Execution Descriptions
Audience and Targeting
Full Comms Plan Calendar
