CREATING A REACTIVE CAMPAIGN

'Delivering The Hunger Games', Creative Director

FIFA World Cup is the biggest sporting event played over one sport and needed to be present without feeling too category generic.

THE BRIEF The marketing team needed to go out with a promotional mechanic - the ‘£1 Goal Giveaway’ during the games. They briefed us to come up with a creative hook to help drive it.

THE IDEA We all find comfort in food, through good and bad times. And FIFA Wold Cup is sure to deliver a wave of emotions the entire nation can relate to. So we created a social first creative idea centered around food heroes for football moments. ‘Delivering the hunger games’ is campaign designed to react in real time with entertaining and relevant content, full of Deliveroo playfulness and personality.

A FLEXIBLE CREATIVE  The mixture of assets allowed us to engage with the right message at the right time, whether it be a cause for celebration or a national disappointment. Allowing us to be culturally meaningful in a way that felt true to the brand.

PROMO MECHANIC  To drive the promo mechanic, "£1 Goal Giveaway", we produced smart programmatic radio spots that could reference a specific day and match in the script to go out with a timely and relevant brand message.   

ORGANIC SOCIAL Having fun with the promo mechanic, we created a dozen unique animations with famous and iconic goal celebrations through history. So when it was time to give away Deliveroo credits, we had an opportunity to bring the brands playful personality to life.

OOH For the final element in our marketing activity, we teamed up with our restaurant partners to create unique meal deals, specifically designed for those sharing moments when watching the match with your friends and family.