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Deliveroo

Intro

Deliveroo has been with us since our inception, our first ever marketing campaign. Our interactive activations have allowed students to enjoy their go-to takeaway while getting to know their local spots.

Timeline
Live Events

Clocktivation

Bringing a giant teal alarm clock to campus, showcasing how Deliveroo fits into student's daily routines.

On the hour, alarm bells would ring, and we'd distribute samples from a restaurant or grocery partner aligning with a key student moment.

Grocery Billboards

With the growth of grocery provision on Deliveroo during and following the pandemic, we encouraged students to ditch trips to their local shops and enjoy the convenience of groceries delivered to your door by raising awareness for Deliveroo's grocery proposition.

To drive home how Deliveroo catered to student's demands, we tactically tapped into key student moments of 'spontaneous plans', 'recovery in style' and 'study snacks'.

Student Brand Ambassadors

SBAs

We recruited 56 SBAs across 7 UK + Ireland cities to amplify our live activations on social media.

Personas

Our diverse team of SBAs are approachable Deliveroo fanatics, true fans and advocates for the brand.

Training Day

We invited our SBAs to Deliveroo HQ for an immersive training day involving brand introductions, team tasks and expert advise from foodie influencer @TomBigEats.

Live Events

SBAs are always at the heart of our campaigns, and they work at all our live events, allowing students on-campus to see their peers rep the brand.

Signage

Ambassadors also support wider Deliveroo marketing objectives, including visiting 600+ restaurants to distribute Deliveroo Signage, boosting awareness of a restaurant's presence on the app.

Social Amplification

Our SBAs are treated to Deliveroo credit allowing them to generate social content showcasing the breath of both local + national restaurants alongside grocery on the app, relating content to key student moments.

56 SBAs
33 Live Activations
16,835 Restaurant + Grocery Samples Distributed
1,142,418 Social Impressions
Roo Court

Training at Roo HQ

Digital

#RIDETOWIN

Acquiring high quality Deliveroo riders via a competition mechanic which gets students excited about riding to earn extra around their studies.

During the colder winter months, consumer demand for Deliveroo often exceeds rider supply. To support Deliveroo in key problem locations, we incentivised students to not only apply to ride but to also complete rides quickly through a fast-paced digital competition.

Incredible prizes including limited edition merchandise, AirPods and festival tickets were up for grabs, driving hype and conversation around the riding with Deliveroo.

20 UK Cities
4.5K+ Rider Applications (147% vs target)
1.5K+ Rides Completed
Live Events

Ride. Deliver. Earn.

We transformed student's perception surrounding rider life by educating and providing insight into being a rider at live on-campus events. Our sales-driven rider SBAs were the face of each activation, brining real-life rider experience to their roles.

To make being a rider more relatable and accessible to the student audience, our creative team tactically selected key-proof points resonating with students, and developed the Ride. Deliver. Earn comms strategy.

This hero messaging enabled us to succinctly convey the full nature of the role, using student insight throughout the creative development process to understand and identify the language which resonates with student life.

17 UK Cities
50 SBAs
3,355 Rider Applications (112% vs target)
Live Events

Freshers' food fest

Raptor likes to make noise on campus straight away. This freshers’ food fest established Deliveroo as the all-in-one destination for every craving.

On Campus

Keep Eating!

Live Events

Escape the Bus

We applied our out-of-the-box approach to a nationwide campaign that left a lasting impression on even the craftiest students. But only the best get off the bus. And everyone got some mean KFC treats at the end.

Could you get off the bus?

Behind the Brand

We got our student ambassadors out to Roo HQ for some behind the scenes insight into the bouncing brand and the mechanics of good marketing.

Ride with Us

This live event got students moving for a good cause, recruiting Deliveroo riders while raising money for the Red Cross.

Roo Rescue

Our Raptor Roo Reps completed some exclusive training with team Deliveroo. Then they went on their student nights out and made the brand proud, handing out merchandise and flooding social media.

Varsity Eating Competitions

Burgers, wings, pizzas, beers. All this and much more was consumed in a competition that saw friendly university rivalries reach new heights of indulgence.