Foodpanda and Huawei have tied up to launch the former's app on the Huawei AppGallery for all Huawei smartphone users. The foodpanda app will also be pre-installed on millions of new Huawei mobile devices across the region. Additionally, Huawei will run a series of integrated advertising campaigns on foodpanda’s adtech platform, panda ads. In turn, foodpanda will also be leveraging Huawei’s Ads platform, which includes Huawei’s own media and third-party media channels to reach out to Huawei users.
Since 1 November 2022, the foodpanda app has been available to Huawei smartphone users in foodpanda’s 11 markets. As part of the joint marketing efforts, Huawei will also run promotional campaigns in collaboration with foodpanda.
For example, in the Philippines, panda pro subscribers using Huawei’s nova 10, nova 10 Pro, and nova 10 SE devices can claim vouchers and save as much as about US$127 with each foodpanda order. Similar deals will be made available in all other markets. Panda pro is a subscription service for foodpanda users that offers free delivery, attractive discounts, and new features such as Dine-in.
The Huawei AppGallery has 580 million daily active users across 170 countries. It is part of Huawei Mobile Services (HMS), a set of applications, services, open devices and cloud functions provided by Huawei for its equipment ecosystem.
To help sustain its growth, HMS is tapping on panda ads to reach millions of foodpanda’s customers who use the app daily. Officially launched in September 2022, panda ads is foodpanda’s suite of adtech and marketing solutions that will enable Huawei increase its visibility and build brand awareness to drive sales.
Panda ads is used to promote Huawei’s latest flagship products and user incentive campaigns for AppGallery and other HMS products, such as Petal Search, among millions of foodpanda customers. Similarly, Huawei will promote the foodpanda app on its AppGallery, encouraging users to download it and thereby giving foodpanda the opportunity to engage with new customers. The online-to-offline collaboration will also span across foodpanda and Huawei’s social media channels as well as foodpanda’s OOH billboards. This campaign will be rolled out in Southeast Asia.
Rei Xiao, director of mobile ecosystem business growth, Huawei APAC Region, said that with foodpanda on its App Gallery, it is able to elevate the experiences of its users, increasing convenience and making deliveries accessible to them. "Users can continue to look forward to more benefits and enhanced experiences through Huawei’s expanding cooperation with global partners," he added.
At the same time, Kiranjeet Singh Purba, senior director, advertising and partnerships at foodpanda, said the partnership opens doors for the company to engage Huawei users who wouldn't otherwise have access to the conveniences that on-demand deliveries offer.
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