Survival guides for students with Deliveroo
THE CHALLENGE
To increase regular orders, drive brand awareness, and create a relatable localised connection between Deliveroo and the UK student population.
THE STUDENT INSIGHT
With a jam-packed schedule of lectures, going out, library sessions and extra-curricular activities, making the time to whip up healthy and delicious meals is often a low priority
THE FOUR BIG IDEAS
We created a series of bespoke content stories designed to fit seamlessly in with student life, showcasing the role that Deliveroo can play in order to improve these moments.
1. THE END OF SUMMER PARTY VIDEO: 115,000 VIEWS
Students spend their summer hanging out with their home friends and are always looking for an excuse to have a big party before going their separate ways back to uni. Therefore we threw the ultimate British end of summer party, and filmed the results. Set in a beautiful country house, we positioned Deliveroo as an ally when it comes to throwing an epic summer party.
2. THE LOCAL RESTAURANTS GUIDE: 46,000 VIEWS IN SIX CITIES
Being both unfamiliar with their new university town, and the proud new owners of a hefty disposable income for the first time, we created six comprehensive local restaurant guides specifically for Freshers. Each guide outlined a variety of restaurants, their best dishes, recommendations from the owners and any deals or challenges that would be attractive to students - and were set in Deliveroo’s key locations across the South East.
3. THE LIBRARY LOCK IN: 43,000 VIEWS NATIONALLY
Pulling all nighters in the library is something all students can relate to. When it comes to exam and essay crunch time, students spend the majority of their time doing long stretches of studying at the library, and as a result, cooking good quality food is a low priority. So we followed a student as she spent a full 24-hours in the library during exam and essay season, positioning Deliveroo as the go-to food service for students in all aspects of their university life.
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4. FOLLOWING CAMBRIDGE UNI'S WOMEN'S RUGBY TEAM VIDEO: 133,000 VIEWS NATIONALLY
We partnered with Deliveroo to break down the outdated stereotypes surrounding women's rugby and reveal the effort, skill and determination involved in elite women’s rugby - placing the brand, and food, at the heart of their dedication. The video aimed to highlight the inspirational everyday “grind” behind becoming one of the top female rugby players in the UK and the build up to the Varsity match
In total there have been over 250,000 views of The Tab and Deliveroo branded content online