No more math with Deliveroo SG's cheeky new integrated campaign

Deliveroo is tapping into Singaporeans' dislike for over-complication and math in its new "There's no need to think so hard" campaign. 

The campaign aims to make food even more accessible. Starting from 15 October, Singaporeans can enjoy a flat SG$1 delivery fee for all orders placed between 5pm and 9pm. 

The integrated campaign, created in partnership with VCCP Singapore, features a teaser on Deliveroo's Instagram and Facebook accounts and a brand film. 

Don't miss: Deliveroo makes subtle jab at competitors in cheeky new social ad 

On social media, a complicated math problem commonly found in local school exams is revealed. The math problem dramatises the complexity of working out how much it will cost to get food delivered with factors such as rain and peak hour. 

The math problem is then solved with the answer: "Always SG$1". 

Meanwhile, the brand film starts with an employee sharing that Deliveroo has a SG$1 delivery fee. A colleague of his retorts, "Please, it's never just SG$1".

The man's colleagues then began checking out promotions on other delivery apps. They are later seen engaging in mental gymnastics as they attempt to calculate their final order fees due to hidden terms and conditions, misleading promotions that sound too good to be true and conditions such as peak hour surges. 

Amongst the chaos, the man calmly retrieves his Deliveroo order and eats his meal at his desk. His colleagues continue to stress out over where to get their food in the background. 

“We are thrilled to champion simplicity with this SG$1 delivery offer that all our customers can enjoy.” said Minjoo Lee, head of marketing, Deliveroo Singapore.

“With this, we want to ensure that we do not just deliver food. Instead, we deliver convenience through our transparent offers, whether it’s for food or groceries, right to your doorstep," added Lee. 

The campaign will be further supported by out of home and digital media. 

"As creatives, we’re not really fans of math, but we are fans of food delivery, especially during dinner. When we got the brief, we instantly loved the simplicity of Deliveroo’s offer and how we can bring to life this real insight that sometimes, math complicates our lives," said Soleil Badenhop, VCCP’s creative director. 

"With the film, you can see how passionate we are about our mutual dislike of the subject, and it turned out to be really entertaining and most of all, relatable," added Badenhop. 

This campaign comes after Deliveroo launched a cheeky social media ad subtly jabbing at their fellow food delivery competitors in Singapore. 

In the ad, which MARKETING-INTERACTIVE saw on Facebook, Deliveroo takes on the "Yes, but" trend with four images.

In the first image, against a green background similar to that of Grab's, Deliveroo writes, "free on any store."

However, in the next image, it zooms into the fine print to show that free delivery is only up to SG$3 and that it is only applicable to food and not on groceries and shops on the app.

It then goes on to post a picture with a pink background, similar to that of foodpanda, with large text promising unlimited free delivery. However, upon closer inspection, one sees that there are a host of terms and conditions and that the cap is also SG$3.

The last image is that of Deliveroo Plus where it says that it has unlimited free delivery. Upon zooming in to the fine print, users see that it is really unlimited free delivery on all their restaurants, shops and grocers as long as one's order is above SG$15.

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