The Fomo (Fear of Missing Out), that is, the fear of missing something important, such as a social event or a positive experience, inspires the new communication strategy of the Delivery platform Glovowhich is articulated under the concept “It’s not for you.” Has been developed by the agency Manifest and seeks to raise the brand’s speech to connect emotionally with consumers.
Glovo’s communication, usually focused on highlighting the experience of delivery, now plays with Humor And the carelessness to portray the envy that can cause in consumers to see a distributor of the platform that does not have a delivery for them, but for a neighbor or a friend.
With this, the platform takes a subtle step of functional and rational communication, especially focused on products that consumers can ask through their delivery proposal, towards a more emotional and linked to the evolution that the company has experienced. The intention is to explore new communication angles for the brand.
As explained from the agency, the campaign is built on a very universal insight, Which has been key to developing a concept and working a new communication approach for the brand, which is a turn in tone and form.
Manifesto works on time with Glovo since 2021.
“The campaign highlights a common truth: everyone is glad to see a Glovo deliveryman, except when he is not at his door; And tell it has been very easy: not to feel that envy, you just have to ask for it”; Commented Mireia Castro, Business Manager manifesto, in a statement.”We are sure that, with this change, we will connect Glovo in a much deeper way with its target“
The new communication strategy began to run the week of May 21 with activations on television and digital platforms such as YouTube. Will have International diffusion in a total of 21 countries.
It should be remembered that Glovo operates in 23 countries, including Spain, Italy, Portugal, Croatia or Uganda, and has a presence in more than 1,500 cities.
Throughout the last years Glovo has expanded its catalog of services and products, and has promoted alliances with different agents to improve the experience. In recent weeks, he has launched Glovo Beautywhich allows to buy and receive makeup products, personal care and perfumery in just 30 minutes; or has included functionality “Donations” to make donations to social entities.
