How PedidosYa used in-app notifications as a fear tactic

Context

For some Argentinians, football is their lives. So after 36 years of waiting, finding out when the trophy would arrive in Argentina became a national obsession. As a delivery app, PedidosYa was well placed to play a part in the specific moment the trophy would literally arrive on home soil.

Objectives

• Drive awareness for PedidosYa amongst Argentinian football fans (or, practically all Argentinians)

Execution

In the middle of the celebrations, PedidosYa sent a fake delivery notification to half of Argentina reading ‘Your order is on its way” - which triggered fears of hacking among users until they opened it. The map inside was linked to real-time data tracking the Argentina team’s flight home.

Done with the help of AI, using APIs from Google Maps and Flight Aware, the brand was in the mouths of all Argentinians over the 30+ hour flight.
The jury president of the Mobile category said:

"the campaign used mobile tech to tap into the heart and soul of the nation."

Results

PedidosYa got more mentions than the national team and Lionel Messi, becoming the most viral World Cup trend and hitting a reach of 25 million.