Case Study: Foodora boosts pick-up adoption to nearly 15% and reaches 1 million viewers with Broadsign Reach

How Foodora’s Creative, Targeted Programmatic Digital Out-Of-Home Campaign Reached 1 Million Viewers

foodora, the on-demand meal delivery service known for its bright-pink couriers, wanted to raise awareness and adoption of its lesser-known pick-up option among busy German professionals. The in-house programmatic marketing team set a goal to drive pick-up usage through a more targeted, offline-aware approach than their usual online and mobile buys.

They added programmatic digital out-of-home (via Broadsign Reach and OutMoove’s DSP), buying 50 screens in ECN office buildings across Frankfurt, Düsseldorf and Hamburg and using dynamic triggers (weather, time of day, and nearby restaurants) plus geolocated mobile ads to extend reach. The multi-channel campaign served 107,000 ads and reached about 1 million impressions, and pick-up rates at featured restaurants jumped from a typical 3–4% to nearly 15%; the team executed the buy independently and plans to expand targeting and inventory-aware messaging.

Foodora

Mufadal Jiwaji

programmatic lead