The hunger games - Helin Kotan

PLAYING THE HUNGER GAMES

EXECUTIVE CREATIVE DIRECTOR, DELIVEROO

CREATIVE DIRECTOR, DOVE UNILEVER

EXECUTIVE CREATIVE DIRECTOR, DELIVEROO

For the Football World Cup, Deliveroo needed to be present without feeling too category generic. We developed a reactive social first campaign idea with a flexible appraoch to the creative content - create a series of content streams allowing us to engage where and when it was most relevant whilst being culturally meaningful in a way that felt true to the brand; full of playfulness and personality.

For the Football World Cup, Deliveroo needed to be present without feeling too category generic. We found a way to be part of the conversation that feels true to the brand; full of playfulness and personality. Instead of developing one “big” campaign idea, we opted to create a series of content streams allowing us to be reactive and engaging where and when it was most relevant for us.

REACTIVE SOCIAL Creating a series of films based around football moments.

So wether a cause for celebration or a national disappointment, we could post a relevant piece of entertaining content to take part in the conversations that were being had.

PROMO MECHANIC We came up with the "£1 Goal Giveaway", engaging our audience in a moment where the brand can add value to their experience. Producing smart programmatic radio spots to spread the word, enabling us to be pointed to a specific day and match in our messaging.

PROMO MECHANIC We came up with the "£1 Goal Giveaway", everytime you order before a match, we'll pay up Deliveroo credit for every goal scored. Producing smart programmatic radio spots to spread the word, enabling us to be pointed to a specific day and match in our messaging.

SPECIFIC MATCH DAYS

NO MATCH DAYS

Having a bit of fun with the “The £1 Goal Giveaway”, we created a dozen unique animations with famous and iconic goal celebrations throughout time.

So when it was time to give away Deliveroo credits, we had an opportunity to bring the brand personality to life.

OOH The final element in our Football World Cup brand 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.