Scope of Work
Campaign Ideation & Strategy
Music Video Concept & Production
Billboard Design & OOH Adaptations
Ad Variants for Performance A/B Testing
Credits
Project Director & Producer: Karl Eldridge
Assistant Producer: Emma Gatej
Project Management: Miki Orozco, Emma Gatej
Creative Direction: Karl Eldridge, Eugene Foo
Art Direction: Nasr El Aissaoui
Design & Motion: Nasr El Aissaoui
Production Support: Descifer Media Team
Overview
To strengthen its position as the top choice for affordable online ordering in a competitive marketplace, Talabat partnered with Descifer to launch a nationwide “Affordability Campaign” in Qatar. The campaign introduced the concept of "We're saving, you're saving, it's win-win!" as part of Talabat’s shift to a relatable and authentic brand identity. With an innovative DIY approach, Descifer crafted a 360-degree campaign featuring Talabat’s employees as the stars of a music video, office-based shoots, and billboard ads, resonating deeply with Gen Z and younger Millennials.
The Challenge
The campaign needed to achieve two goals: demonstrate Talabat’s value-for-money proposition and make its employees shine as relatable yet captivating personalities. Additionally, we had to develop versatile content for A/B testing across digital platforms and deliver consistency across multiple formats for a wide-reaching audience of 18-60-year-old locals and expats.
Our Approach
We began by aligning the campaign with Talabat’s key insight: affordability and variety are central to audience needs, especially as competitors amplify their promotional offers. Descifer created a music video featuring Talabat employees, shot entirely in their office to embody the DIY ethos. With strategic casting, choreography, and creative direction, we turned employees into relatable stars while maintaining authenticity.
The out-of-home (OOH) ads featured employee portraits, avoiding expensive models and enhancing relatability. Multiple ad variants were developed to facilitate performance testing across digital platforms, ensuring optimized engagement. Throughout, the tone of voice balanced humor and sincerity, resonating with the values of Gen Z and younger Millennials who value cultural roots while embracing modernity.
Results
The campaign reinforced Talabat’s affordability brand perception, achieving high levels of audience engagement across channels. The music video became a cultural touchpoint, while the OOH ads sparked conversations by celebrating everyday people. With measurable performance success through increased reactivation and acquisition, Talabat solidified its standing as a smart, cost-effective choice for everyday needs.
By delivering creativity that balanced budget-conscious production with engaging storytelling, Descifer helped Talabat embody its “win-win” mantra in an authentic and impactful way.
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