project summary
Deliveroo’s new brand campaign, “Now Just Got Even Better,” launched in January 2024, underscores its commitment to convenience and broader service offerings.
As part of this, Deliveroo executed a promotional Free Delivery campaign. Assets for the campaigns were produced in multiple formats, including static visuals, videos, and DOOH, tailored to engage audiences across different platforms and regions.
CATEGORY
Campaign Design
,
Digital & Printed media
Year
2024
campaign scope
The Deliveroo campaign featured a cohesive visual strategy across various platforms, maintaining consistency in branding and messaging. A central “key visual” was made using dynamic elements like buttons, food shots, and clear call-to-action prompts, creating a cohesive campaign identity.
Sketches and storyboards were developed to streamline the design process, ensuring alignment before generating over 60 visual assets across eight platforms. By locking in the creative direction early, the assets were efficiently executed in a consistent visual language that spanned across static and animated elements.
Animation storyboard
The animation begins with a small burger graphic that quickly scales up in size, “popping” into view while keeping the logo visible in the top section.
Within the first 0.5 seconds, the burger enlarges dramatically to grab attention.
As the animation progresses, the promotional message appears with a “Mexican wave” effect, where the text dynamically enters the screen. The burger remains prominently displayed and a CTA button fades in at the bottom.
The “PROMO” label then wiggles to further catch the viewer’s attention, while a light sweep animation on the screen suggests user interaction.
The overall sequence encourages users to engage with the promotion by clicking the button, with key elements animated over 1 to 6 seconds.
Tailored to each outlet
The ad design employs dynamic visuals and strategic animation, with tailored keyframing for each media outlet, ensuring optimal engagement across platforms. By adjusting the timing and movement of elements to suit the unique characteristics of each channel every moment is optimized for impact. The ad maximizes attention and recall, ensuring a seamless experience no matter the medium.
The food visuals, header, text, and call-to-action animate dynamically into the frame, leveraging the unskippable nature of YouTube ads. This design choice ensures that while these elements don’t appear immediately, they engage the viewer as the ad progresses, providing a clean and impactful delivery without needing to front-load all visuals.
For Out-of-Home advertising, elements scale up from 75% of their full size, with all messaging visible from the outset. This gradual scaling allows for a smooth, engaging visual experience, acknowledging that the viewer’s attention may not immediately be on the ad as it begins. This pacing ensures efficient communication in high-traffic environments.
A sharp, exaggerated scaling effect is employed to capture attention within the first 0.2 seconds of the social media ad. The brand logo remains visible from the start, ensuring continuous brand exposure throughout the ad, effectively enhancing brand recall in a fleeting moment.