Foodpanda’s keys to better brand experience: Empathy, gamification and seamlessness

The food delivery app's head of quick commerce marketing, Judson Teo, explains how a wider scope of brand engagements are needed to supplement performance campaigns.

Foodpanda’s head of quick commerce marketing, Judson Teo, has shared insights on the company’s approach to engaging with Gen Z consumers through gamification and brand purpose. In an interview with Campaign ahead of the upcoming Campaign360 event in Singapore, Teo emphasized the importance of establishing a relationship with customers beyond simple transactions. To achieve this, Foodpanda uses its mascot Pau-Pau, a panda, to communicate its brand message in a consistent and reliable way across all consumer segments. Foodpanda has also tailored its communications to address social causes that resonate with Gen Z consumers in Singapore, such as mental health awareness. Teo explained that Foodpanda’s social media platforms are more about Pau-Pau relating to customers than about transactional offers.

Gamification is another tool that Foodpanda has used to engage Gen Z consumers. The company has implemented Panda Rewards, where users earn points for transactions, and introduced stamp cards with limited edition prizes for frequent users. Additionally, Foodpanda worked with a gamification company to create a treasure hunt across Singapore that rewarded users with virtual currency, which could be exchanged for clues to find hidden coins. The campaign resulted in a 100% increase in new customers, demonstrating the effectiveness of gamification when done correctly.

Foodpanda has also adapted its media mix to include more creative out-of-home buys and on-the-ground activations featuring Pau-Pau, in addition to performance marketing. Teo believes that using Pau-Pau in a physical space is important to enhance the brand’s appeal and ensure that its visual identity is not restricted to digital screens.

Teo’s insights provide valuable lessons for brands seeking to engage with Gen Z consumers by prioritizing brand purpose and utilizing gamification in their marketing strategies. Foodpanda’s success in growing its customer base through targeted campaigns demonstrates the effectiveness of a holistic approach to marketing in today’s consumer landscape.


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