Creative Execution

In November 2014, Shakey’s launched an all-new mobile ordering site that puts pizza gifting front and center. With the SEND-A-SHAKEY’S feature, Filipinos locally, as well as abroad, can easily order their well-loved Shakey’s favorites all from their mobile, to be sent to their families back home. By prioritizing the mobile experience, Shakey’s was also able to capture the fast-growing base of mobile-savvy Filipinos. The Shakey's mobile site is the only one in the country that offers the functionality of food delivery gifting - helping OFWs get connected with their families and friends by sharing a pizza.

With the Send-a-Shakey’s function as the center of the site, the brand was able to reach a market that most brands overlook - the OFWs, as well as the on-the-go and always connected customers. Since the launch in 2014, the brand achieved the ff: 1. In 8 months, the mcommerce site has already generated almost USD 400,000 in orders, representing a quarter of total ecommerce orders. 2. The brand hit ROI in 10 weeks. 3. Conversion rate on mobile is also at a staggering 20%, where industry standard is at 1%.

The pizza market is one of the toughest markets to crack. Brands invest millions in all manner of advertising, touting different ‘unique selling propositions’ such as 24/7 deliveries, 30-minute guarantees, and their own offbeat flavours. How can Shakey’s stand out? Shakey’s planned to compete by being the most ubiquitous—not by building more stores, but by being present every time their customers needed them. In the age of on-demand services, they knew that mobile is the way to go. In this oversaturated local market, Shakey’s sought to find a niche outside of it. The Philippines currently has one of the largest migrant populations in the world, with over 2.3 million Filipinos working overseas. They command over 8.5% of the Philippines’ total GDP. How can Shakeys use mobile to stand out in the market – both locally, as well as internationally amongst OFWs?