The story behind the aGENZy
The Mission
We envision a future where PR goes beyond press releases and media placements. We’ll be at the forefront, crafting innovative strategies that leverage the ever-changing media landscape. Our team will be storytellers, weaving compelling narratives that capture the hearts and minds of our main target audience, Generation Z. Through data-driven insights and unparalleled creativity, we’ll not only secure placements but also ignite conversations that propel our clients’ brands to the forefront of their industries.
The Values
Honesty
We believe in transparent and truthful communication with our clients and stakeholders.
Communication
We prioritize clear, open, and effective communication in all our interactions.
Openness
We embrace openness to new ideas, perspectives, and feedback.
Flexibility
We adapt to the evolving needs of our clients and the dynamic landscape of PR.
Focus
We maintain a laser focus on achieving our clients’ objectives with precision and dedication.
Curiosity
We cultivate a spirit of curiosity, constantly seeking new insights and approaches.
Creativity
We harness our imagination and creativity to craft unique and captivating narratives.
Professionalism
We uphold the highest standards of professionalism in all aspects of our work.
The Projects
Throughout this academic year, we worked on the following advertising projects:
- The Ted Lasso collaboration with FIFA23 (and the social media campaign for Ted Lasso X Sims 4)
- The 2025 Novibet campaign
- The 2025 Efood campaign (+the brief)
Website/Social Media
Throughout the class, we followed different steps building our business and gaining experience. We created several social media platforms such as Instagram, TikTok, and LinkedIn as well as our own website.
We named our business “The Agenzy," which focused on our generation, Gen Z. At the beginning, we were to choose a former campaign that won the Cannes Lion International Festival of Creativity. For that we choose the Ted Lasso X FIFA campaign. Planning that campaign for the following year, we decided on a cooperation between Ted Lasso X Sims 4.
After promoting this on our official website as well as our Instagram account we were able to plan another campaign. But this one was for Novibet. A leading GameTech company. After working on their campaign for several weeks including ideas for their 15 years anniversary we were able to present it to them live.
Our last and final presentation was about Efood. Efood is a really popular food delivery service here in Greece. We wanted to polish their image and also find out who was our specific target group with this client.
We went with greener delivery, including solar, electronic and classic bikes as well as eco-friendly packaging to decrease the CO2 which is better for the environment. The agenzy also promoted a sustainable ranking of the restaurants that we would deliver from, a donation button, pre-planned deliveries, this way the orders were ready to be picked up by the customer.
As you can see we also promoted this campaign on our social media platforms. We will discuss the Efood campaign in more detail below.
During this course we, the agenzy, learned a lot about marketing as well what it might be like working in an international firm. Everybody has different ideas and backgrounds which just helps a lot with the creativity and point of views.
This is us, The agenzy.
The story of our digital campaign for Efood
The explosive growth of online food delivery services
Food delivery services have undergone a dramatic revolution. Once limited to pizza and souvlaki takeout, it’s now a booming $150 billion global market, tripling in size since 2017¹. User-friendly apps, efficient delivery networks, and shifting consumer habits fueled this growth. The pandemic further propelled delivery, becoming a lifeline for restaurants and consumers alike. Now, it’s a permanent fixture in how we eat.
Food delivery and climate change
As earth’s temperature is rising, more and more people become environmentally conscious. In a survey², 65% of the respondents said they find healthy, sustainable eating to be more expensive, 43% said they are willing to pay more for takeaways in restaurants that have visible sustainability practices. Over half (56%) said they would like restaurants to better share how they are working to make takeaways/deliveries more sustainable.
Meeting Efood
With this in mind, as an up-to-date PR agency, we decided that it’s really important to take on a client that has a significant impact on the greek market.
Efood is the #1 delivery service in Greece from which one can order from 20,000 stores in 100 cities. From the best stores in the city for food and coffee, to your daily shopping and the essentials from grocery stores, fish shops, mini markets, butchers, confectioneries, wineries and liquor shops, bars and bakeries.
Our campaign for Efood
Taking into consideration the above, as well as the interviews we conducted and the personas we created, we decided that Efood should follow a greener direction in the food delivery market, making itself more sustainable and simultaneously differentiating itself from the competition.
The main problem we faced was the lack of environmental awareness as well as the minimal strategies that existed for the greatest possible reduction of the issue.
Our plan for 2025's campaign is to reduce emissions. Some of the innovations are the ones below, and it’s important to state that we added new ideas to the existing limited. Environmentally friendly strategies Efood had through the data of personalization, we found out that our gen-z and millennial audience would prefer an eco-friendlier approach.
Innovations
- Eco-friendly packaging and new design (Extra charge for utensils, no plastic allowed)
- Pre-planned deliveries (driver can pick up many orders from the same restaurant)
- Suggested alternatives closer to the costumer’s address (for longer-distance deliveries), otherwise, small fee added funding an environmental NGO
- Solar, electronic and classic bikes delivering the food (encouraging more the existing strategy with bikes being used)
- Exclusive partnership with brands that promote sustainability as well
- Intoduction of a special sustainability ranking given by the clients to help them support those brands more
- Special donation button add for those that want to contribute differently.
Campaign’s objectives
- Increase brand awareness: Achieve a 30% increase in brand mentions and visibility on social media platforms (Instagram, TikTok) over three months.
- Boosting engagement: Acheive a 50% increase in social media engagement rate (likes, comments, shares) within three months.
- Create buzz around Efood on social media: Increase the number of social media conversations and discussions about Efood by 40% in three months.
- Driving website traffic/e-commerce: Achieve a 25% increase in app downloads and a 20% increase in order volume through the app and website within three months.
- Building loyalty and affinity with audiences: increase the retention rate of Gen Z users by 15% over six months.
- Relationships with stakeholders: Establish partnerships with at least 10 new local restaurants frequented by Gen Z and collaborate with 5 high-profile influencers within three months.
Strategic pillars
A) Social Media
First Trimester:
- Teasers and sneak peeks on Instagram, TikTok, and Facebook.
- Introductory post on LinkedIn.
Second Trimester:
- Official campaign release video on all social media platforms.
- Press release on the website, LinkedIn, and various media websites.
- Weekly promotional videos featuring celebrities promoting the eco-friendly approach.
- Special Earth Day tribute across all platforms on April 22, 2025.
Third Trimester:
- Ocean preservation focus during summer.
- TikTok interview series quizzing pedestrians about ocean health with chances to win exclusive app sales.
- Daily ocean facts on Instagram and Facebook stories throughout June.
Fourth Trimester:
- Limited podcast series in collaboration with environmental organizations, providing facts and statistics for an eco-friendly household.
- Limited gift codes released around Christmas, with a quiz on Facebook and Instagram about the company to promote new changes and gather campaign success insights.
B) Media Presence
- Maintain collaboration with media channels, focusing on those targeting Gen Z, such as Mad and MTV.
- Team executives will appear on business innovation TV shows (e.g., “τα νέα των μικρομεσέων” on Skai) to maintain a current image.
- Invite press to events to gain publicity and insights, targeting Gen Z media like Neopolis and millennial-focused outlets like Lifo.
C) Publications/Ads
- Release official ads on social media, online platforms, and TV.
- Produce a 30-second TV and YouTube ad explaining the campaign in an engaging way.
- Promote the campaign on social media by sending official merchandise to influencers like Madame Ginger, Akis Petretzikis, and Mike Dokas.
D) Events
- Host a press release and campaign launch party with media and social media influencers.
- Set up promotional gift stands in prominent Athens locations (e.g., Mall Athens, stadiums after games, concert halls, Syntagma Square, Plateia Nerou).
- Organize an Earth Day festival powered by Efood at the Olympic Stadium.
- Hold a summer beach event at Vouliagmeni’s Plaza for the ocean campaign.
- Conclude with a Christmas campaign closing event at Deos to celebrate environmental achievements.
Epilogue
The Agenzy is proud of our innovative campaigns and strategies that effectively engage Gen Z and millennials. Our focus on environmental sustainability and cutting-edge marketing has driven significant change and increased brand awareness.
Looking ahead, we remain committed to pushing the boundaries of PR and marketing. Guided by our core values, we will continue to craft impactful narratives and work with forward-thinking clients. The Agenzy is ready to lead the future of PR, one innovative campaign at a time.
[1] McKinsey & Company. (2022, June 14). Ordering in: The rapid evolution of food delivery. https://www.mckinsey.com/~/media/mckinsey/industries/technology%20media%20and%20telecommunications/high%20tech/our%20insights/ordering%20in%20the%20rapid%20evolution%20of%20food%20delivery/ordering-in-the-rapid-evolution-of-food-delivery_vf.pdf
[2] Fairbrother, K. (2022, April 21). Restaurant customers are more environmentally conscious than ever, study claims https://www.foodnavigator.com/Article/2022/04/21/restaurant-customers-are-more-environmentally-conscious-than-ever-study-claims.
