Publicis Groupe’s Digitas and PickMe pioneer new digital platform on wheels

Wednesday, 16 September 2020 00:00 - - {{hitsCtrl.values.hits}}

Digitas Sri Lanka Associate Vice-President and Business Lead Kabeer Rafaideen and PickMe CEO Jiffrey Zulfer mark the launch of a unique form of digital advertising pioneered by Digitas

Publicis Groupe’s Digitas, the connected marketing agency, has launched a new digital media space in partnership with PickMe.

Digitas, known worldwide for their breakthrough digital work, has provided Sri Lankan brands an efficient and effective medium with this innovation. Firefly effectively converts the PickMe riders into mobile media outlets.

As the fastest-growing food delivery service, the PickMe app has gained rapid adoption and the PickMe riders on their two-wheelers, with their bright yellow delivery bags riding pillion, are a familiar sight around the city.

Firefly provides advertisers with the option of a mounted digital screen on the food delivery bags on which advertisers can run their communication pieces. In order to ensure road safety for other drivers, the digital screen comes to life only when the PickMe rider is stationary at signals or by the roadside.

Possibility a first for South Asia, this is a unique form of digital advertising pioneered by Digitas and is expected to earn strong brand equity for advertisers while engaging viewers in a more personalised manner. Digitas was launched in Sri Lankan market to provide to their expertise on data, technology, strategy and media tech. Led by a technical team based in Sri Lanka, this propriety technology is the first of many innovations planned by Digitas.

Digitas Sri Lanka Associate Vice President and Business Lead Kabeer Rafaideen said: “Being the forerunner worldwide for verticals such as Data, Technology and Digital Transformation, we are delighted to be able to offer the Sri Lankan market this new channel which was developed by our Sri Lankan team and we hope that the strength of the PickMe network will provide a viable marketing solution.”

Publicis Groupe CEO Sanjay Chaudhari said: “We are proud of Digitas for developing this unique digital advertising channel along with PickMe. This is just the kind of breakthrough and relatable alternate channels that will redefine the digital space in Sri Lanka and provide credence to our promise of offering clients the best integrated solutions under ‘power of one’.”