PERIOD 2025-02 ~ Now

Seoul Delivery+ Ddaenggyeoyo, Seoul’s public delivery app, is a win-win platform designed to reduce the burden of delivery app commission fees on small business owners while enhancing benefits for consumers. Prain Global led an integrated online and offline communications campaign to promote the adoption of Seoul’s public delivery app.

To build broader social awareness of the need for a public delivery app and encourage empathy around value-driven consumption, while also driving actual app usage, Prain Global planned and executed a phased communications program. Guided by a three-stage framework—building awareness, increasing favorability and affinity, and strengthening trust and user adoption—the campaign expanded positive perceptions of the public delivery app and translated them into meaningful usage growth.

Beginning with a TV commercial featuring a high-profile celebrity, Prain Global produced and distributed a total of seven video assets. The main promotional video generated 1.58 million cumulative online views, while out-of-home advertising delivered 22 million impressions, demonstrating strong reach and visibility. In addition, the campaign placed branded content in popular television programs such as MBC’s The Manager and KBS2’s 2TV Live Info, selected based on the age groups and preferences of target audiences. Extensive out-of-home advertising was also deployed across Seoul—including subway stations, buses, street banners, apartment elevators, and baseball stadiums—to further maximize public attention.

In the digital space, the campaign expanded its reach through Instagram magazine-style content, interactive challenges, collaborations with high-profile "mukbang" YouTubers, and public contests, deepening citizen engagement.

As a result, the cumulative number of merchant partners on Seoul Delivery+ Ddaenggyeoyo increased by 37% year over year, while total sales grew 2.6 times, reflecting meaningful campaign outcomes. In particular, the platform recorded its highest number of users since launch in October, contributing to a tangible increase in actual usage.

Going forward, Prain will continue to develop communications campaigns that effectively convey the value of businesses and public initiatives, fostering broader social resonance and participation through strategic communications.