Happiness
Honestbee
Introducing honestbee to the Hong Kong market through an integrated campaign that covered video content, social media and a roadshow, as well as art direction and print design.
honestbee is an online grocery and food delivery service working with supermarkets and retailers to deliver goods to customers using its store pickers, delivery fleet and mobile apps. The company provides concierge services and personal shoppers in addition to a B2B delivery service. Ahead of entering the Hong Kong market in 2015, honestbee hired DASH to create an integrated marketing campaign to raise awareness of its products and services. Dash delivered a wide range of support for the project, including creative and art direction, the key visual, video production and editing, motion graphic and social media creative.
sector
retail
work
creative direction / art direction / key visual / headline creative / print design / printing and production / video production and editing / motion graphic / copywriting / social media creative / roadshow
Honestbee
Happiness
Introducing honestbee to the Hong Kong market through an integrated campaign that covered video content, social media and a roadshow, as well as art direction and print design.
honestbee is an online grocery and food delivery service working with supermarkets and retailers to deliver goods to customers using its store pickers, delivery fleet and mobile apps. The company provides concierge services and personal shoppers in addition to a B2B delivery service. Ahead of entering the Hong Kong market in 2015, honestbee hired DASH to create an integrated marketing campaign to raise awareness of its products and services. Dash delivered a wide range of support for the project, including creative and art direction, the key visual, video production and editing, motion graphic and social media creative.
sector
retail
work
creative direction / art direction / key visual / headline creative / print design / printing and production / video production and editing / motion graphic / copywriting / social media creative / roadshow
Challenge.
With honestbee entering the Hong Kong market for the very first time, the marketing campaign needed to help people understand the service, how it worked and the benefits of using honestbee for their online grocery and food delivery needs. While food delivery services like Deliveroo and Foodpanda are popular in the market, honestbee was the first service to introduce personal food shopping in this way and the marketing campaign needed to clearly differentiate the brand from these existing services.
Design &Creative Direction.
The key creative concept for the campaign centred around the happiness honestbee gives its customers by bringing them fresh ingredients. Each element of the campaign focused on communicating the joy users could gain by using the service. DASH began the project by fully understanding honestbee’s target market in Hong Kong. As well as stay-at-home parents, Hong Kong’s hectic work schedules mean that many working professionals with little time to go shopping would find the service useful.
DASH leveraged the medium of video to share details about honestbee and its services to its target audiences. Rather than making a promotional or instructional video, DASH wanted to leverage the power of storytelling to communicate key messages about the honestbee service.
With the services being new to Hong Kong and with little in the budget for video advertisement or promotion, DASH decided to leverage the power of KOLs in the video campaign, capitalising on an existing number of followers and fan base. The first KOL was Martin, who has a cooking channel for recipes and reviews with an audience mainly consisting of young couples and women under 30.
Martin’s video sees him invite a friend for a shopping challenge. The friend is tasked with going shopping for a wide range of ingredients at different locations while Martin does his shopping with honestbee. The story demonstrates how much easier it is to do your shopping with honestbee – sitting down at a computer with a coffee to order – while Martin’s friend has to hunt down the ingredients he needs across town at various markets, stores and stalls.
The second video in the series featured a young mum, Candice, who is creating different bento boxes to give her family a healthy and fresh lunch using honestbee. The video was launched in the run-up to Mother’s Day and Dash tasked Candice’s daughter with ordering ingredients using honestbee to make a Mother’s Day lunchbox together. The video shows how easy it is to shop with honestbee and what a time saver it can be for busy parents to spend more quality time with their family.
In the first phase of the campaign, DASH organised an honestbee roadshow around Hong Kong that included a number of branded giveaways, like shopping bags in order to raise the brand’s visibility. DASH staff were on hand throughout the roadshow to encourage people to register for the service and designed digital honestbee coupons to attract users to the trial.
Challenge.
With honestbee entering the Hong Kong market for the very first time, the marketing campaign needed to help people understand the service, how it worked and the benefits of using honestbee for their online grocery and food delivery needs. While food delivery services like Deliveroo and Foodpanda are popular in the market, honestbee was the first service to introduce personal food shopping in this way and the marketing campaign needed to clearly differentiate the brand from these existing services.
Design &Creative Direction.
The key creative concept for the campaign centred around the happiness honestbee gives its customers by bringing them fresh ingredients. Each element of the campaign focused on communicating the joy users could gain by using the service. DASH began the project by fully understanding honestbee’s target market in Hong Kong. As well as stay-at-home parents, Hong Kong’s hectic work schedules mean that many working professionals with little time to go shopping would find the service useful.
DASH leveraged the medium of video to share details about honestbee and its services to its target audiences. Rather than making a promotional or instructional video, DASH wanted to leverage the power of storytelling to communicate key messages about the honestbee service.
With the services being new to Hong Kong and with little in the budget for video advertisement or promotion, DASH decided to leverage the power of KOLs in the video campaign, capitalising on an existing number of followers and fan base. The first KOL was Martin, who has a cooking channel for recipes and reviews with an audience mainly consisting of young couples and women under 30.
Martin’s video sees him invite a friend for a shopping challenge. The friend is tasked with going shopping for a wide range of ingredients at different locations while Martin does his shopping with honestbee. The story demonstrates how much easier it is to do your shopping with honestbee – sitting down at a computer with a coffee to order – while Martin’s friend has to hunt down the ingredients he needs across town at various markets, stores and stalls.
The second video in the series featured a young mum, Candice, who is creating different bento boxes to give her family a healthy and fresh lunch using honestbee. The video was launched in the run-up to Mother’s Day and Dash tasked Candice’s daughter with ordering ingredients using honestbee to make a Mother’s Day lunchbox together. The video shows how easy it is to shop with honestbee and what a time saver it can be for busy parents to spend more quality time with their family.
In the first phase of the campaign, DASH organised an honestbee roadshow around Hong Kong that included a number of branded giveaways, like shopping bags in order to raise the brand’s visibility. DASH staff were on hand throughout the roadshow to encourage people to register for the service and designed digital honestbee coupons to attract users to the trial.
