Deliveroo amplifies delivery fee campaign with dynamic fake OOH ad

Deliveroo is upsizing its SG$1 delivery fee campaign with a dynamic fake OOH (FOOH) social ad. 

In the video, which was posted to Instagram, two people are seen in the middle of a neighbourhood pointing to the sky. 

In the sky is a giant, floating Deliveroo delivery bag that is bursting with food such as ice cream, bubble tea, burgers and doughnuts. 

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A flier then pops out of the bag that reads, "No need to think. SG$1 delivery, 5-9 pm on all orders."

The flier then goes on to read, "No complicated T&Cs".

"SG$1 delivery fee? Yes, you saw that right. Tired of jumping through hoops just to get a decent delivery deal? We got you. Deliveroo is coming to your rescue with an easy SG$1 delivery fee on all orders from 5 - 9pm with Deliveroo," it wrote in the caption. "Whether it’s your favourite restaurant or that store you love— just order and indulge."

The ad adds to Deliveroo's ongoing delivery fee campaigns. Recently, Deliveroo tapped into Singaporeans' dislike for over-complication and math with its "There's no need to think so hard" campaign. 

The campaign aimed 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. 

On social media, a complicated math problem commonly found in local school exams was 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. 

The expansive campaign comes shortly after the Competition and Consumer Commission of Singapore (CCCS) issued a warning to food delivery platform foodpanda for its "misleading" advertisement in a recent advertising campaign for its pandapro subscription service.

The pandapro advertisement promoted “unlimited free delivery on all restaurants” for the subscription service which ran from 1 July to 30 September 2024.

This was displayed across multiple platforms including foodpanda’s Instagram page, its in-app marketing, billboards and signages at public areas such as bus stops.

In August 2024, CCCS commenced an investigation following a complaint on the advertisement.

Without any qualifiers, it could mislead consumers into thinking that pandapro subscribers would enjoy free delivery on all restaurants available on foodpanda, said CCCS in a statement. 

In fact, in respect of food delivery fees, pandapro subscribers only received a SG$3 discount for all restaurants, or a discount of up to SG$6 for selected restaurants.

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