{"id":9608,"date":"2025-05-29T08:22:00","date_gmt":"2025-05-29T07:22:00","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=news&#038;p=9608"},"modified":"2025-06-03T08:27:41","modified_gmt":"2025-06-03T07:27:41","slug":"vccp-singapore-and-deliveroo-win-gold-at-the-drum-awards","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/singapore\/news\/2025\/may\/vccp-singapore-and-deliveroo-win-gold-at-the-drum-awards","title":{"rendered":"VCCP Singapore and Deliveroo win Gold at The Drum Awards"},"content":{"rendered":"<div class=\"lazyblock-video-iwDJ1 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1068730207?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-t7YVN wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">As part of The Drum Awards for Marketing APAC 2025, VCCP Singapore has proudly taken home a win in the Disruption category for its bold, culturally resonant campaign with Deliveroo. In a crowded and overcomplicated food delivery market, this campaign proved that simplicity can still cut through.<\/span><\/p>\n<p><b>\u201cNo Need To Think\u201d: A rallying cry for Singapore\u2019s stressed-out public<\/b><\/p>\n<p><span style=\"font-weight: 400\">In Singapore, food delivery is a daily ritual. But with rising decision fatigue, inflated \u201cfree\u201d delivery claims, and gamified discounts demanding mental gymnastics, consumers were worn out. While competitors raised the volume, Deliveroo made a smarter move by turning simplicity into a competitive advantage.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Instead of joining the crowd with cryptic promotions, Deliveroo launched a flat $1 delivery fee. No surge pricing. No minimum spend. Just honest value and less stress.<\/span><\/p>\n<p><span style=\"font-weight: 400\">True to VCCP\u2019s philosophy of finding strategy in culture, the campaign launched during PSLE season, a notoriously intense period for Singaporean families. At a time when stress levels peak and brain space is scarce, the message landed clearly: \u201cNo Need To Think.\u201d<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Unexpected simplicity in a complicated category<\/b><\/p>\n<p><span style=\"font-weight: 400\">With a campaign line grounded in relatable, everyday pressure, Deliveroo was positioned as the brand that didn\u2019t demand more from people. It gave them a break. Whether overwhelmed at work or navigating exam chaos at home, Deliveroo made dinner an easy decision.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The creative tapped into moments of exaggerated local stress using cheeky humour and cultural insight. It was rolled out across digital platforms and out-of-home placements across the island. The aim wasn\u2019t just to disrupt. It was to redefine what food delivery could feel like.<\/span><\/p>\n<p><b>Results that spoke for themselves<\/b><\/p>\n<p><span style=\"font-weight: 400\">The campaign ran at a time when public conversation around transparency in food delivery was gaining momentum, following increased scrutiny of marketing claims across the industry.<\/span><\/p>\n<p><span style=\"font-weight: 400\">By offering clear, honest value and speaking to the cultural moment, the campaign helped rebuild trust and reconnect Singaporeans with the joy of food, without the mental maths.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZsUorP wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1089624729?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":73,"template":"","categories":[191],"class_list":["post-9608","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988"],"client_id":"9141","hero_video":"","hero_image":{"ID":9609,"id":9609,"title":"240930_Deliveroo_33s_16x9_Online_Cut02.00_00_10_04.Still004 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