Deliveroo
Making the name ring a bell in Belgium
Deliveroo is expanding into major and mid-sized Belgian cities. We continued the work of its global agency Pablo and adapted the campaign to the local market, with billboards, social videos and a radio ad built around a doorbell.
The story behind the work
What was the challenge?
Deliveroo is expanding its services across major and mid-sized cities in Belgium. The target group is the urban demographic of young families and active professionals, people who happily welcome a savoury dish delivered to their door. Deliveroo's global agency Pablo had already developed the campaign. We continued that work and adapted the assets to fit the local market. Belgians are used to splendid service when it comes to food and drinks. A brand that claims "we understand what food means to people" has to get personal. That made adapting the UK tagline the first item on our to-do list.
What choices did we make?
For the Walloon region we kept the existing French slogan, since both communities are culturally tightly connected. The Dutch tagline would not match the local tongue in the Flemish part of Belgium, so we adapted the tagline there. In the wake of the 'grand reopening' of bars and restaurants, we chose dynamic billboards with the headline "Your city is served". It clearly communicates Deliveroo's accessibility in the main Belgian agglomerations. For the videos, we selected images from the UK campaign and added other footage to move away from the fast food focus. For Spotify listeners without a premium subscription, we chose a radio ad.
What did we create?
We made dynamic billboards that target the urban demographic with "Your city is served". We also made 60 videos that vary in message, images, size and length, so they cover every need Deliveroo has. The zipper animation refers to the well-known backpacks that hold the precious cargo. For Spotify, we developed an 'à la carte' radio ad. It interrupts the playlist with a hushing sound and asks listeners to turn down the volume, because Deliveroo is on its way and nobody wants to miss the doorbell. The sonic mnemonic, ding, ding, ding, dong, sticks and maximises the impact of the message.