RAPPI SOMETHING

Consumers in the AB+ SEL segment perceive Rappi as a delivery app that offers a little bit of everything, but doesn’t specialize in anything. Tasked with increasing app downloads and frequency of app usage, we needed to create a more human approach to connecting with our audiences. Since food ordering is both a key frequency driver, and one of the brand’s perceived weaknesses, we created a world dedicated to using Rappi for food delivery and used Maluma (an investor in the application) to communicate the specialized services offered through the app. We created a verb that uses the brand name to evoke rap music (Rappiando) and also indicate app usage through real rap with the artist.

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