OYA
Launch Promotion Video
Project Intro
OYA needed a launch video that could introduce the app clearly and make the product feel credible from day one.
The video needed to make the product feel straightforward and easy to try for first-time users, while helping OYA stand out in a market already dominated by familiar delivery services.
Context + Problem
OYA was entering a Tanzanian market already dominated by two established delivery platforms. The bigger challenge was not awareness alone. It was behaviour.
Most customers already had delivery services they were comfortable using, which made switching behaviour difficult. Tanzanian consumers also tend to be cautious with newer digital services, especially when existing platforms already feel familiar and proven.
That meant the launch video could not rely on hype or overly polished creative alone. The product needed to feel practical, understandable, and believable from the first few seconds.
The production window itself was also tight. Four hours on location. No studio setup. A real restaurant still serving customers. Limited equipment, changing light, and very little room to reshoot anything later.
Because of those constraints, most decisions had to be made before filming started. The storyboard, shot list, app sequences, graphical element placement, and transitions were planned in advance so production could move quickly without losing consistency in the final edit.
My Role
I owned the creative direction from concept through final delivery, including how the video needed to work across launch channels.
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Creative Direction
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Script and Storyboard
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On-Set Production
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Final Delivery Oversight
Approach
The video became the main launch asset and was reused across paid ads, cinema screens, and in-person activations.
Once the advert started running, it contributed to roughly 300 installs within the first two weeks and helped generate the first wave of food orders.
The quality of the launch asset also gave the team something credible to use in early partnership conversations. After the promo was produced, OYA secured its first cinema partner, which later opened the door for cinema ticket booking to be added to the product.
More importantly, the campaign helped position OYA as a serious local alternative in a market already dominated by more established delivery platforms.
Results
The video became the main launch asset and was reused across paid ads, cinema screens, and in-person activations.
Once the advert started running, it contributed to roughly 300 installs within the first two weeks and helped generate the first wave of food orders.
The quality of the launch asset also gave the team something credible to use in early partnership conversations. After the promo was produced, OYA secured its first cinema partner, which later opened the door for cinema ticket booking to be added to the product.
More importantly, the campaign helped position OYA as a serious local alternative in a market already dominated by more established delivery platforms.
