Deliveroo exists understood its position in a highly competitive category and knew that Christmas has also always been a threat for food delivery brands. Therefore, their campaign's goal was to land what Deliveroo’s role at Christmas can be, wanting to also to drive awareness, improve perceptions and ultimately create an impact that would lead to increased consideration and action.
Plan
Deliveroo combined its 30” on-screen spots - running in cherry picked films including Encanto, Spider-Man No Way Home and The Matrix Resurrections - with in foyer digital panels. This primed audiences to Deliveroo prior to seeing the movie and then provided them with a timelier reminder post-film, closer to the point they might be considering a takeaway.
Taking this one step further, Deliveroo worked with Mobsta to leverage mobile re-targeting – targeting devices that had visited the geofenced DCM cinemas, to reinforce the messaging and close the Deliveroo consumer journey, in turn driving post-film takeaway orders.
Results
The results highlight how maximising the full cinema experience can deliver on key campaign metrics.
>1/3
increase in consideration, with those exposed saying they are 'extremely likely' to consider Deliveroo
+80%
uplift in perception that 'Deliveroo food is exciting as a gift at Christmas', amongst those exposed
>2 in 5
Vue cinemagoers recall the in-foyer digital screen addd
