The startup for ultra-fast deliveries of grocery products at theis launching its first institutional campaign “Thought the market asked for Daki”.
Daki has been operating for a year and a half and achieved the coveted status of a “unicorn” startup at the end of last year, that is, it surpassed US$ 1 billion in market value.
The company became a unicorn in ten months, considered record time, even for the fast-paced world of startups.
The new campaign is part of the brand’s consolidation strategy, as a new option for the delivery of market items.
Daki has strong competitors in the online delivery segment of supermarket products, such as Rappi, UberEats and iFood.
But it also has differentials such as its own distribution centers, the so-called dark stores, which enable deliveries in 15 minutes and prevent people from having to go to supermarkets to pick up orders. The startup claims to be a pioneer in the dark store model.
Today the company has 90 of them in São Paulo, Rio de Janeiro and Belo Horizonte, where it started to operate in May.
The concept of its first campaign, co-created with the Soko agency, is based on the attributes offered by the app: super-fast delivery, practicality, price and a good consumer experience.
“The campaign reinforces Daki’s positioning, that the brand understands consumer needs and helps them to solve them,” says the press release.
The contracted agency co-created with the startup videos with different situations linked to moments of buying a house on the market.
The videos will be broadcast on Open TV, in digital media, in addition to activations offlinein which media are provided on a street clock, residential elevators and an interactive screen.
The 360º campaign will also be activated with digital influencers.
In order to support the strategy, investment is also planned in digital media, in different channels.
The Daki app is available on Google Play and the App Store.
“In this year and a half we have been working to offer the best service and experience to users. With the campaign we want to show the basics, that Daki is an obvious choice for shopping, that the digital market is here to stay and help people make the most of their time”, explained Alex Bretzner, CMO & Founder Daki.
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