Why is this work relevant for Entertainment?

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. Taking advantage of the game’s popularity and features, we were able to establish ourselves as the only delivery brand that'll deliver anywhere – even in a video game. And, because anyone can play Animal Crossing, we're able to do it all without spending a single cent

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 nation-wide 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. With limited marketing budgets, we needed a quick and cost-effective approach that enabled us to go where our audiences are while emphasising our dedication to quality service.

Describe the creative idea

In Deliveroo Crossing, we delivered to the one place our competitors haven’t – the place where Singaporeans went to escape – Animal Crossing. With seemingly everyone hanging out in the game to escape boredom, we took advantage by creating Deliveroo’s first-ever virtual riders and delivering in-game food items to players. We also gave them promo codes, so they can get food in real life. Proving that, unlike our competitors, when we say we deliver anywhere, we mean it. 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.

Describe the strategy

With our marketing budget wiped out, we needed to find a cost-efficient way of not only reaching our audience, but leaving a mark on them. Enter Animal Crossing. The game’s popularity soared during the pandemic. People around the world used it to escape, and Singaporeans were no different. Because of the game’s social aspect and wide range of customisable features, we saw it as a unique and cost-free opportunity to reach and deliver to our audience, in a way that no other delivery app brand has. Beyond that, it allowed us to take the brand from a functional delivery service into culture and to inject a touch of surprise and delight that is surely one to remember.

Describe the execution

The creative idea was simple & impactful: 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, 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.

Describe the outcome

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 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.