The document provides an overview of Food Panda's digital food festivals in Pakistan. It discusses how Food Panda launched nationwide festivals offering discounts at select restaurants on specific days. The festivals focused on different cuisines like pizza, fast food, Chinese food, and desi cuisine. Key stats showed significant increases in orders and sales during the festivals compared to normal days. The festivals were successful in growing Food Panda's customer base and app downloads.

2. TABLE OF CONTENT
Purpose
What’s New
Digital Landscape
Digital Insights
News Bytes
Digital 101
Hashtag Cloud
Top Favorite Picks
Hot Discussion Topics On Digital
Trending Videos to Watch

3. The purpose of this report is to give readers an overview of the digital
industry landscape of Pakistan. The report covers how social media is
evolving and how brands locally and globally are effectively using the
medium. The report also includes research on trends, topics and innovations
that are being talked about worldwide.
PURPOSE

4. What’s New
Food Panda’s Digital Food Festivals

5. Introduction
As more and more people turn towards digital for their every day solutions, brands are successfully and innovatively adopting the
medium to reach out to their fans. Food Panda, an online portal for food delivery has hopped on the bandwagon and done exactly
that.
Food Panda has launched a nationwide digital food festival, offering users special discounts from certain restaurants on a specific
day. The festival is not the usual ‘go to carnival’ recreation but a special treat for users to enjoy their favorite type of cuisine – while
working, studying or just relaxing with their family or friends. In a country where food is a constant ‘hot’ topic, Food Panda’s digital
food festival has been nothing but successful!
WHAT’S NEW

6. WHAT’S NEW
The Great Karachi Pizza Festival
Starting with ‘The Great Karachi Pizza Festival’ on September 30th,
Foodpanda offered pizza lovers a reason to celebrate by giving them 50%
off on 30 restaurants delivering pizzas in Karachi.
Ahsan Mateen, co-MD foodpanda Pakistan mentioned, “We are bringing all
pizza lovers under one roof to give them what they have always wanted.
Being a pizza lover myself, this festival will definitely give us all something
to remember for a long time.”

7. WHAT’S NEW
The Great Fast Food Festival
After successful execution of The Great Karachi Pizza Festival, foodpanda reached out to its valuable customers nationwide for another digital
event called The Great Fast Food Festival. The festival with all its force took on the food frenzied nation and featured amazing deals from 50+
restaurants, including popular fast food giants like KFC, Subway and Johnny Rockets.
This time, foodpanda extended its festival to Lahore and Islamabad as well, as Ahsan Mateen, co-MD foodpanda Pakistan commented, “We are
much delighted to expand our reach beyond Karachi with this phenomenal fast food festival. Fans in Islamabad and Lahore, we heard you! And
we are bringing all the reasons for you to celebrate your love for fast food.”

8. The Great Chinese Festival
Chinese cuisine, a local favorite next to pizza and burgers was celebrated in the next digital festival by foodpanda. With
this festival, people from all walks of life indulged in Pakistani infusion of Chinese food. From authentic Chinese restaurants
to a combination of Thai and Japanese, discounts up to 50% were available on top-notch restaurants as well as local
eateries.
WHAT’S NEW

9. WHAT’S NEW
The Zabardast Desi Food Festival
The latest digital festival that took place on November 11th was the ‘Zabardat Desi Food Festival’. Foodpanda gave fans the chance to relive old
memories of home cooked food, after-school snacking and late night fixes from local eating spots, offering a 50% discount on 100+ restaurants all
over the country.
The desi food festival covered all local Pakistani eateries registered with foodpanda. According to foodpanda.pk co-MD Talha Ansari “This is one way
of reflecting customer oriented approach. People in Pakistan have strong affinity with food and to endorse this tradition, festivals and many such
exciting activities will take place in future. All one has to do is sit back and wait for the surprises!”

10. WHAT’S NEW
Some Key Stats from the Festivals
70
60
50
40
30
20
10
0
% of orders on an average day
Pizza Festival Fast Food Festival Chinese Food
Festival
Karachi Lahore Islamabad
100
80
60
40
20
0
% of orders on festival day
Pizza Festival Fast Food Festival Chinese Food
Festival
Karachi Lahore Islamabad

11. WHAT’S NEW
Some Key Stats from the Festivals
160
140
120
100
80
60
40
20
0
% increase in sales during festival compared to a
normal day
Pizza Festival Fast Food Festival Chinese Festival

12. WHAT’S NEW
Some Key Stats from the Festivals
70
60
50
40
30
20
10
0
Percentage of orders placed from the three
mediums
Mobile App Website Phone

13. WHAT’S NEW
Since the first food festival. . .
40%
increase in fan base
on Facebook
40% increase in
foodpanda mobile
app downloads
100% success
rate of each
festival

14. WHAT’S NEW
Food Festivals Round Up
Looking at the results of the three food festivals it is but obvious that the digital food festivals by
foodpanda have been a total success. Keeping in mind that our country is a die-hard foodie, the idea of
hosting an online food festival is one that is unique and definitely something the average Pakistani would
enjoy. Foodpanda has strategically executed a plan that caters to fans nationwide, achieving strong brand
recognition, positive digital buzz and word of mouth, as well as strong numbers proving its success.

15. DIGITAL LANDSCAPE

16. DIGITAL LANDSCAPE
PAKISTAN AT A GLANCE
196.1 M
Total Population
36%
Urban
64%
Rural
31 M
Internet Users
16.4%
Internet Penetration
150 M
Mobile
Subscribers
2
Million
Smart-
Phone
Users
16+
Million Users
8% Penetration:
1.5
Million Users
1.4% Penetration:
8%
Social Network
Penetration
19.4 M
Users On Top
Social Networks
*June 2014
150,000+
Users
2.5+
Million
Users
350,000
Users

17. DIGITAL INSIGHTS
How Mobile Video Can Drive the
Future of Brand Marketing

18. DIGITAL INSIGHTS
THE RUNDOWN INTRODUCTION
Mobile is a small but mighty screen when it comes to grabbing millennials' attention.
New research by Google and Ipsos shows that the small screen has the potential to
drive big impact: On a typical day, for those 18- to 34-year-olds who own a smartphone,
the smartphone reaches them more than any other device. Moreover, viewing video on
smartphones is far less distracted than it is on TV. Based on the findings, there are two
ways that online video may create new opportunities on mobile for brand marketing.
Of all minutes watched on YouTube, 40% is on smartphones, which presents an
opportunity for brand marketers. Yet understandably, since smartphone screens have
shrunk advertising space to the size of a playing card, the effectiveness of mobile in
holding consumers' attention and driving impact has been questioned. So how do you
build a successful mobile campaign to drive results?

19. Google and Ipsos researched 1,519 smartphone owners
aged 18- to 34-years-old who were asked to keep a
detailed diary of all of their online and offline video
interactions for a day. To get a representative snapshot,
participants were spaced across weekends and weekdays.
The research required respondents to use a mobile app;
hence the results are limited to millennials who own a
smartphone—81% of individuals age 18 to 34 own a
smartphone, according to MRI. The results show that when
millennials watch video on smartphones, they are far less
distracted than when watching video on any other screen,
including TV.
Smartphones are the #1 device to reach millennials. In a typical day, 98% of 18- to 34-year-olds reported using
smartphones to watch video content in the research—that's higher than the reach of any other device among
smartphone-owning millennials.
A powerful fact discovered about the experience of watching video on smartphones: It's far less distracted. Video
watching on TV was the sole activity just 28% of the time—meaning that only 28% of TV-viewing occasions were
uninterrupted and fully garnered the users' attention. The rest of the time, participants were involved with another
activity—such as eating, using a computer, chatting to a friend or cooking. Alternatively, video watching was the
sole activity for 53% of mobile video sessions.
TO ANSWER THE QUESTION. . .
MORE ATTENTION GIVEN TO VIDEO ON MOBILE
DIGITAL INSIGHTS

20. DIGITAL INSIGHTS
MORE ATTENTION GIVEN TO VIDEO ON MOBILE
% of smartphone-owning 18-34 year olds that reported using
each device to watch video content in daily video diaries
98%
56%
19%
81%
Smartphones Computer Tablet TV
Source: Google and IPSOS

21. Home isn't the only place millennials are watching mobile video. Thirty-four percent of mobile video minutes were watched while people
were out and about. People watching digital video outside the home are also 1.8x more likely than average to be meaningfully engaged
because they are likely to be watching video for active purposes, such as looking for information or exploring a passion.
While marketers have traditionally sought consumers' attention in their living rooms, sitting in front of a television, mobile video consumption
is changing that.
DIGITAL INSIGHTS
Millennials are 2x more likely to be focused while watching video on
their smartphones vs. on TV

22. DIGITAL INSIGHTS
HOW TO MAKE MOBILE VIDEO WORK FOR YOUR BRAND
Smartphones have become an integral part of people's lives. So how can marketers successfully make this
an opportunity to connect with their audiences?
HERE ARE TWO TIPS:
1. Think multi-screen, build for mobile
In a multi-screen world, mobile shouldn't be thought of as just the second screen—the behaviors observed in this research suggest that mobile is
important as a main screen. What role can video play for your campaigns on smartphones compared to TV or laptop? What companion experience can
you build using smartphones?
2. Create in-the-moment experiences
As mobile captures consumers' full attention, at home or on the go, brands now have the opportunity to reach people anywhere. How can brands
deliver in-the-moment, real-time experiences to make use of that full attention?

23. CONCLUSION
DIGITAL INSIGHTS
As more and more people purchase and own smartphones, it is but obvious that the dynamics of digital marketing are bound to change.
Brands now need to ensure that they are available and accessible to their fans over every medium and across all channels. Here are two case
studies brands can take inspiration from, and learn the art of incorporating mobile in their digital marketing strategy:
Land Rover - cross channel marketing
Behind the Volkswagen smiledrive creative

24. NEWS BYTES

25. NEWS BYTES
Qubee and Tune.pk
join hands as
Qubee tries to
extend its reach on
digital platforms
Google adds Pakistan
to the list of
supported countries
for Play Store
merchant accounts
WhatsApp adds
blue ticks to
confirm when
messages are
read
Kaymu Pakistan to
help students and
entrepreneurs in
setting up e-commerce
stores

26. DIGITAL 101

27. DIGITAL 101
Digital Glossary
Avatar: An image that represents an account on
social networks and forums.
Blog: Also known as a web log. A blog is a type
of website that allows users (bloggers) to post
entries on different topics and lets readers
comment on these posts.
Buzz: Online excitement and word of mouth
surrounding a certain brand or incident.
Geographical Targeting: Also Geotargeting. Used
to allow you to see where your visitors come
from and to give them specific information that
is relevant to them.
GIF: Graphics Interchange Format. A GIF is an 8-
bit-per-pixel bitmap image format using a
palette of up to 256 distinct colours. GIFs allow
images to be reduced without degrading their
quality.

28. HASHTAG CLOUD

29. HASHTAG CLOUD
Trending Hashtags in Pakistan
#ShameOnLUMSVC
#PakvNZ
#AikBaatSuno
#ItWouldBeNiceIf
#RYKforPTI
#PakArmyOurPride
#IKtheLastHope
#BewareModi
#PPPZombies

30. TOP FAVORITE PICKS
FROM AROUND
THE WORLD

31. TOP FAVORITE PICKS FROM AROUND THE WORLD
Qantas launches campaign to make brand 'feel like home‘
Qantas has taken the wrappers off an emotionally led brand
campaign aimed at cementing its role in bringing Australians
back home to their loved ones.
Click here to read more:
Qantas - Feel like home
Netflix Creates First Time Ever Digital Outdoor
Campaign Using GIFs
In its latest outdoor campaign, Netflix has made sure to consistently
keep its positioning as an entertainment brand with an outdoor
campaign that uses only GIFs to catch the eyes of people.
Click here to read more:
Netflix - Digital outdoor campaign
Mercedes-Benz: The Instagram Car Builder
By going to the new GLA Instagram page, you are taken on a guided journey inside
Instagram to explore and customise your new car. Wheels, Colours, Sunroof…
Everything! And at the end, you’re taken to the end product you just created.
Click here to play the video:
Mercedes-benz: the instagram car builder

32. HOT DISCUSSION
TOPICS ON DIGITAL

33. HOT DISCUSSION TOPICS ON DIGITAL
After 3G/4G, Pakistan Now Needs an Online Payment Gateway
Next big thing Pakistan needs
How to Incorporate SEO and Influencer Content
SEO and influencer content
BBM will soon become a tool to find missing children in Canada
BBM becomes tool to find missing children in Canada
Facebook adding donate button to the News Feed to help fight Ebola
Facebook Ebola donations
The Psychology Of Online Customization
The rise of online customization
Don’t Let Mobile Pass You By
Don't let mobile pass you by

34. TRENDING VIDEOS
TO WATCH

35. TRENDING VIDEOS TO WATCH
Clear’s shocking video with Fawad Khan
An exclusive video clip made by Clear in which the heart throb and talented Actor
Fawad Khan surprises fans in a photo booth when they come to take a picture with his
poster
Click here to play the video:
Fawad Khan surprises fans
Malaysia “A Minute of Silence” Mobile Campaign
With such horrible tragedies hitting just months apart, Malaysia invites the rest of the
world who spend time online, to disconnect from the internet temporarily to honour the
victims of the recent tragedies – no Facebook, emails, web surfing, calls or messaging.
Just a minute of silence.
Click here to play the video:
Minute of Silence campaign

36. We’d love to hear from you.
Please send your feedback on this report to
hello@thedigitz.com