The working sector has been deeply impacted by the pandemic. In Ecuador alone, more than 500,000 workers have been laid off, no matter the age, profession or social status. However, people must try to make ends meet, and the delivery service industry has become one of the most feasible ways to keep going. Lawyers, teachers, electricians, even doctorate professionals are now seen on a bike delivering orders to homes.
It is with this realization that BBDO Ecuador and Pepsi found an ally in Picker, one of the Ecuador’s biggest delivery service platforms, to modify their app and promote their messengers’ experiences and skills every time someone places an order. This Real Skills initiative shows that many delivery messengers have greater talents, expertise and are more resourceful than we might think.
Nowadays, Pepsi’s consumption has risen through food delivery which is why, along with the agency, Pepsi decided to take advantage of this brief bonding moment between two people, delivery messenger and consumer, to create an action where they can help each other in a natural way, during the same buying process.
Everyone knows that when placing an order through a delivery app, the first thing shown to us is the messenger’s profile bringing the order home. Why not give a little more information that could be of help, then? With this in mind, Picker modified their interface to be able to see the messenger’s profession, years of experience and phone number in order to be hired for a job, if needed.
Two hundred messengers have joined in on this new option and many more keep applying to benefit from this initiative. As of now, the positive reception to this initiative has encouraged the agency and the two brands to push forward with delivery orders, thus helping more messengers. One thing is very clear, though: creativity, when correctly applied, can help reactivate even a country’s economy.
