Ramadan Delivery Tests.
talabat's Ramadan 2019 films put would-be riders through mock delivery tests built around fasting-day situations, to show that not just anyone gets to deliver for talabat.
- Brand
- talabat
- Agency
- Kijamii
- Market
- Egypt
- Region
- MENA
- Year
- 2019
The challenge
Ramadan is the region's most crowded advertising season, yet home cooking leaves little room for food delivery until orders climb again towards Eid al-Fitr. talabat needed a distinct presence during the month so it would be front of mind when people went back to ordering.
The idea
Rather than show food, Kijamii set the films in a testing lab where examiners in orange talabat helmets put candidate riders through Ramadan trials, opening with 'Are you fasting?' and including one on coping in the dark. Each spot carries a test number out of 45 (1/45, 2/45 and so on) and ends on 'مش أى حد يوصل طلبات' ('Not anyone can deliver Talabat'), with English subtitles. talabat posted four of the films on its YouTube channel on 21 May 2019.
Case study source: Ads of the World (Kijamii's entry) Source ↗
