OYA · FOOD DELIVERY
Cinema Launch Test
A cinema advert and activation booths to assess customer interest before expanding the launch.
ROLE
Customer research, messaging, creative direction, production, editing and partnership development
CHALLENGE
Assess customer interest before expanding acquisition activity within a limited launch budget
CHANNELS
Cinema screens and activation booths
01 · SUMMARY
Testing the launch message
OYA needed early evidence of customer interest before expanding its marketing.
I developed a cinema advert for a one-month launch test, supported by activation booths. Post-screening feedback and app installs helped us assess audience response and inform the next stage of acquisition.
My work covered customer research, creative direction, script development, filming and editing. It later extended into partnership discussions with the cinema.
RESULT
The cinema launch activity recorded more than 400 app installs through the advert and activation booths together. The response informed the wider go to market plan, and the cinema joined OYA as a vendor.
02 · CONTEXT
Understanding barriers to trial
During market analysis, we interviewed potential customers who already used established food delivery apps in Tanzania.
Interview participants identified reliability, ease of use, promotional offers and customer service as factors in considering another provider. OYA needed messaging that made the service understandable and gave customers an incentive to try it.
These insights informed the creative brief. Cinema screenings provided access to an audience and an opportunity to gather direct feedback before committing to wider marketing activity.
03 · ROLE
My role
01
Customer insight and messaging
Translated interview findings into the creative brief and offer messaging.
02
Creative direction and script
Developed the concept, wrote the script and planned the scenes and app demonstration.
03
Production and editing
Directed the presenter, filmed with an assistant, edited the video and worked with a motion designer on app graphics.
04
Partnership development
Led meetings alongside my director after the cinema owners expressed interest.
04 · APPROACH
The advert and activation
Connect the service with a familiar experience
The idea was to explain OYA through a familiar experience: ordering food from a restaurant. A presenter introduced the service, while footage from the restaurant and app screens showed how to place an order. The advert also introduced the offer available to new customers.
Plan production around the budget
The budget was limited, so filming and editing stayed in-house. The storyboard planned the live scenes and app graphics together, helping us capture the required footage during a four-hour restaurant shoot.
An assistant supported filming, and a motion designer worked on the app graphics.
Connect the advert with sign-up support
After screenings, interested viewers could download the app and receive sign-up support at the activation booths.
The one-month run gave us feedback from post-screening conversations alongside the installs recorded at the booths. Both contributed to the assessment of customer response.
The storyboard mapped the restaurant scenes, presenter’s explanation and app screens.
05 · RESULTS
Customer response and a vendor partnership
In post-screening conversations, viewers said the advert explained the service clearly and that the offer gave them a reason to try OYA.
More than 400 app installs were recorded at the activation booths during the one-month run. These reflected the video and activation activity together.
Direction for the wider launch
The feedback and installs gave us confidence to expand acquisition activity. The go to market plan developed into further cinema activations, co-branded vendor marketing, paid digital campaigns and SMS.
The cinema audience also became part of the acquisition plan, giving OYA an existing audience to reach through the partnership.
From interest to a vendor partnership
The cinema owners contacted my director to compliment the video and the app. That conversation opened a partnership opportunity, and I led the meetings alongside the director.
The cinema joined OYA as a vendor, allowing customers to buy cinema tickets and food through the app. The partnership gave OYA an established brand to launch alongside.
The storyboard mapped the restaurant scenes, presenter’s explanation and app screens.