Why is this work relevant for Creative Strategy?

Animal Crossing’s popularity soared during the pandemic. People around the world used it to escape, and Singaporeans were no different – making it the perfect vehicle to drive eyes towards our brand. The game’s vast customisation features allowed us to bring our brand in-game, while its social features allowed us to reach targets intimately. By taking advantage of the game’s popularity and features, we were able to establish ourselves as the only delivery brand that will deliver anywhere – even in a video game. And, because anyone can play Animal Crossing, we were able to do it all for free.

Background

Despite being in the market for 5 years, Deliveroo was losing both market share & relevance with Singaporeans. As its discount-driven competitors engaged in a price war, Deliveroo’s superior service went unnoticed. In a bid to turn that around, Deliveroo diverted their entire year's marketing budget into a highly visible nationwide outdoor brand campaign demonstrating its superior service and dedication to Singaporeans. Sadly, just a week into the campaign, Singapore announced a lockdown. With 80% of the population stuck indoors, Deliveroo's billboards and bus stops were rendered virtually useless. As food delivery shifted from indulgence to everyday survival, it became more important than ever for Deliveroo to win the hearts of Singaporeans by fulfilling their promise to "Deliver Anywhere".

The Interpretation of the Challenge (30% of vote)

Unlike in bigger cities where accessibility to food options is a pain point, Deliveroo’s global brand promise of “Deliver Anywhere” meant little in Singapore. We needed to elevate its brand promise to express their dedication to customers in service quality, differentiating them from their discount-obsessed competition. Unfortunately, the pandemic lockdown disrupted the effectiveness of the outdoor campaign that Deliveroo spent their entire marketing budget on. Being stuck at home also created a temporal and superficial surge in demand for food delivery that was purely a functional means to survival. Essentially, people were choosing Deliveroo because it was needed for the time being and not because they resonate with the brand, or because the brand stands out from their competition. To ensure sustainable business growth in the long run, we needed a quick and cost-effective way to reach our audience, while leaving a deep impression that showcases Deliveroo’s commitment to excellence.

The Insight / Breakthrough Thinking (30% of vote)

When our outdoor campaign suddenly needed to be indoors, we needed to find new spaces that Singaporeans frequent. To do this, we explored platforms with highly-engaged audiences. Two weeks into lockdown, we saw more people use video games to make social connections. The more isolation set in, the more Singaporeans resorted to gaming, with companies like Lazada and Carousell reporting surges in gaming-related searches and transactions. To understand this better, we conducted focus groups with gamers and uncovered Animal Crossing as our ideal platform for 3 reasons: 1. It was gaining momentum locally, with its easy-to-use UI making it accessible to non-gamers 2. It has highly engaged local communities that enable sharing and socialising 3. It has free customisation tools that players were using to replicate their favourite brands We realised that, by leveraging these features, we had what we needed to deliver on our brand promise to “Deliver Anywhere”.

The Creative Idea (20% of vote)

The creative idea was simple & meaningful: deliver where no delivery app had before, by delivering in Animal Crossing. In 24 hours, we created a virtual HQ and Deliveroo uniforms using in-game customisation tools. We also designed a mechanic that mirrored food delivery services in real-life, allowing users to place an order via Facebook Messenger. We then sent virtual Deliveroo riders to deliver in-game food items to players' island homes, together with a promo code that island owners can use to redeem food in real life. Players also received real-time in-game delivery updates on when their food will arrive, demonstrating Deliveroo's excellent service at all times. To maximise excitement and participation, we seeded Facebook communities, as well as local gaming and lifestyle media. On campaign day, a virtual war-room was set up for the Deliveroo customer service team, virtual riders, and tech support to ensure all deliveries were fulfilled.

The Outcome / Results (20% of vote)

This three-hour digital activation garnered over 700,000 engagements and 13 million impressions, with $0 media spend. It earned $1.2 million in media value, across major publications such as Mashable, Timeout, AsiaOne, and The Straits Times, Singapore’s top news website. More importantly, Deliveroo Crossing demonstrated the lengths Deliveroo would go to delight its customers at the height of the pandemic, demonstrating its service excellence and reinstating the brand as a category leader. At a time when Singaporean's only comforts were online communities and piping hot food, Deliveroo came through, igniting brand love and setting Deliveroo on the right path to long-term growth.

Please tell us how disruption in your market place inspired the work

Given the island-wide lockdown, the outdoor campaign that Deliveroo has spent their entire budget on was rendered ineffective. We needed to adjust to our audience's new normals and go where they are interacting to reinforce our brand presence. Deliveroo delivers anywhere and everywhere in Singapore – but the same can be said about Foodpanda and Grab, its two biggest competitors in the country. Well, almost. Because by going outside the box and into the country’s top virtual community, we were able to deliver somewhere our competitors haven’t. We pushed the boundaries of food delivery and proved that – unlike our competitors – when we say we deliver anywhere, we mean it.