2020/2021 Winners & Shortlists

Background

Deliveroo is a food delivery app that prides itself on its ability to track its riders and deliver food in 15-20 minutes or less. Our brief was to highlight our app's reputation for on-time deliveries and encourage downloads and usage of our app.

Describe the strategy

Everyone knows that when you're hungry and waiting for your food delivery to arrive, there's no greater joy than hearing the doorbell ring. The few steps you take as you make your way to your front door are imbued with a sense of joy and happiness. We wanted to dramatize that journey - to visually express the happiness of an on-time food delivery.

Describe the execution

We created the "On-time tastes better" platform, a series of films that dramatized the unadulterated joy you feel when your food delivery arrives on time. Across three films, everyday people are momentarily transported into a dreamscape when their delivery driver arrives on time. We dramatize their journey to the front door with intricate dance routines as they make their way to pick up their food. These films were posted across all major social media and video sharing platforms.

List the results

Our films were viewed hundreds of thousands of times, not just in paid advertising but also through organic reach. Throughout the run of the campaign downloads of the Deliveroo increased by 4% and overall sales increased by 6% compared to the same time in the previous year.