Why Just-Eat wants users to tap not click their takeway orders

Just Eat has introduced a new call to action to ‘Tap the App’ in the latest iteration of its Mini Fist Pump campaign as it looks to move consumers away from its website and to mobile ordering.

The £6m multichannel marketing drive launched today (1 October) across TV, OOH, digital and social channels, and builds on the takeaway business’ tongue-in-cheek creative – which last year focussed on “life’s mini fist pumps” – to hero its range of takeaway cuisine.

Just Eat is leaning heavily on TV for the campaign and has invested 50 per cent more in the channel compared to 2014 as part of a new strategy, which is managed by recently appointed m/Six to give the brand more visibility throughout the campaign.

The new ads, by The Red Brick Road, feature well-known song lyrics with a takeaway twist and the first TV spot opens on a typical weeknight in a UK living room, with a couple discussing what they fancy for dinner. After deciding to order a takeaway from Just Eat, the living room transforms into a rock’n’roll stage as male character Justin sings to the tune of the Bonnie Tyler’s ‘Holding out for a Hero’.

Speaking to The Drum Lucy Milne, UK marketing director said that the strategy to move customers to mobile came about after realising they are more likely to order more frequently when using the app.

“Over 50 per cent of orders are now made on mobile and we have changed our call to action to 'Tap the App', and we are starting to position ourselves as an app,” she said. “Mobile customers tend to order more frequently which is why try to get more people to download the app.”

Song lyrics will also be transformed into takeaway-inspired tunes across multichannel media, with puns including ‘Gimme gimme a naan after midnight’ and ‘I’ve had the Thai of my life’.

Just Eat is hoping the campaign builds on what has been a successful year so far for the brand. Sales rose 54 percent year-on-year to £107.8m during the first six months of the year (ending June 30), while pretax profit climbed to £14m from £8.6m in the same period.

The company plans to spend £5m on technology and has been testing a number of services including ‘Order on its Way’ to let people track their deliveries.

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