Boon Siew Honda invests RM30k to deliver ads on delivery bags in KL

Boon Siew Honda, a joint venture company between Honda Motor and Oriental Holdings formed in September 2008, is taking its advertising to the streets by featuring its ads on the bags of food delivery riders. The advertising campaign was done in partnership with OOH firm Rodeo as part of its new offering Rodeo Moto. Rodeo's CEO Valens Subramaniam told A+M that Boon Siew Honda invested about RM30,000 for the campaign.

Aside from Boon Siew Honda, Rodeo has also received interest from various brands in industries including motor insurance, general insurance, and fast food, among others. Rodeo Moto was launched in collaboration with Penang-based food delivery business DeliverEat, tapping on a new revenue stream to help the gig economy. Subramaniam explained that it is offering revenue sharing for DeliverEat and riders will be compensated a monthly allowance to ferry the ads.

"There has been an increase in food delivery during the MCO and CMCO, and if you noticed, the riders are merely carrying branded bags from their delivery platforms. Hence, we thought it would be a good idea to monetise the ads and contribute to the gig economy," he explained.

According to Subramaniam, each rider makes about 30 to 40 deliveries each day in selected zones and there are more than 30,000 food riders supporting the gig economy in Klang Valley alone. Hence, this is definitely an opportunity that the team wanted to jump on.

DeliverEat first began operating in Kuala Lumpur in 2017 and works with more than 4,500 restaurants and over 1,000 riders. CEO Tan SS said Rodeo Moto is "a great innovation and is disruptive". "When Rodeo approached us with this idea, we were so excited because this is a great innovation and business model that provides a win-win situation to every stakeholder," Tan added.

Meanwhile, Rodeo is also in the midst of raising up to RM1 million in seed funding on Malaysian crowdfunding platform PitchIN. The company has also worked with MNCs and startups including Shell, AXA, Astro, Perodua, Kimberly-Clark, Kenny Rogers Roasters, AFC, AFC, Super, Lenovo, iProperty, Happy Fresh, Avon, Foodpanda, Socar, Swatch, U Mobile, and Tune Protect.

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