VCCP And Deliveroo Keep Things Simple with $1 Delivery Offer

While Singapore is known for its rich foodie culture, which is easily accessible from home thanks to a variety of food delivery services, local audiences often encounter a myriad of promotional offers with complicated terms and conditions, leaving them feeling confused and short-changed.

Deliveroo has chosen to champion simplicity by offering a straightforward and transparent deal accessible to everyone, everywhere in Singapore, during the festive season. Starting from 15 October, people will enjoy a flat $1 delivery fee for all orders placed between 5 PM and 9 PM across Singapore.

VCCP Singapore has created an integrated campaign that promotes the simplicity of this $1 delivery offer with a clear message: “There’s No Need To Think So Hard” about hidden T&Cs If You Order from Deliveroo. 

The "No Need To Think" campaign features a teaser on Deliveroo’s Instagram and Facebook accounts, using a complicated mathematical problem commonly found in local school exams to dramatise the complexity in working out how much it will cost you to get your food delivered. However, not with Deliveroo’s simple $1 promo offer. 

The campaign will launch with an online film illustrating how people often engage in mental gymnastics to calculate their final order fees due to hidden terms and conditions, misleading promotions that sound too-good-to-be-true - except when ordering from Deliveroo. This campaign will be further supported by out-of-home and digital media.

“We are thrilled to champion simplicity with this $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 doorsteps”

Soleil Badenhop, VCCP’s Creative Director added "As creatives, we’re not really fans of maths. 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, maths complicates our lives. 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."