Deliveroo Australia engaged Red Crayon to work as an extension of their marketing team, bringing hyper localised campaigns to life across specific strategically identified zones. This is a fresh approach for the major food delivery company, who has previously focused solely on mass brand communications. Our first charge was to amplify and reignite the Gold Coast market. The objectives were plentiful; boost order volume, increase brand presence and improve brand loyalty.
Red Crayon developed a multi-pronged approach to this campaign ensuring all objectives were addressed:
1. Order volume
Free Delivery… who doesn’t love free delivery? In close collaboration with Deliveroo Australia, Red Crayon designed and rolled out the free delivery messaging across a whole host of print and digital mediums including; local radio, press, digital and on street flyering.
2. Brand awareness & loyalty
Red Crayon found that community support is a core driving force behind brand loyalty and therefore identified, negotiated and managed the sponsorship of the 2019 Broadbeach Christmas Carols event on behalf of Deliveroo. This sponsorship included partnership EDM’s, and social coverage in addition to a brand activation which provided the opportunity to display community support through the provision of giveaways – Deliveroo branded Christmas hats and reusable picnic tumblers, whilst also strategically placing the brand in many Gold Coast homes post event.
The entire campaign was further supported through a Restaurant of the Week program and TVC spots on local channels.
The campaign was a great success resulting in 30% uplift of total order volume and a re-invigorated brand presence and awareness, which will result in a longer tail effect over the coming months.