Deliveroo HK celebrates 'me time' with Japanese comedian Atsushi Motoki

Deliveroo Hong Kong has launched a new campaign starring Japanese comedian Atsushi Motoki (元木敦士), who is known for his impersonation of Japanese megastar Takuya Kimura (木村拓哉). 

Done in collaboration with local creative agency Communion W, the campaign is titled “The real joy of one” (獨家村), running from 15 August until 11 September.

The campaign aims to drive awareness of McDonald’s limited-time offer of Korean "sweet n’ spicy crispy thighs" and McCrispy classic, which are returning to Deliveroo exclusively, and to promote the meal combos for one, two, and three persons.

Moreover, the campaign conveys the message that "me time" is not just for introverts, and should never be seen as dull. Instead, it celebrates the joy of embracing solitary moments, emphasising that indulging in "me time" does not equate to loneliness.

A spokesperson from Deliveroo told MARKETING-INTERACTIVE that while it supports and collaborates with a diverse range of well-known and emerging artists, both within and outside of Hong Kong, Motoki is a Japanese YouTuber whom the brand felt fit the role in the storyboard.

As part of the campaign, Deliveroo has rolled out a video featuring Motoki celebrating the “joy of one” by indulging in various solo activities such as playing ping pong, video games, watering plants, and ordering McDonald's food using the Deliveroo app. The campaign is being promoted across TV and online channels.

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The move comes after Deliveroo's rival foodpanda Hong Kong announced its partnership with Kimura to promote the exclusive launch of McDonald's McGriddles on foodpanda. It features Kimura engaging in Cantonese dialogue, and appearing against a light pink dreamland. 

Social sentiments 

Deliveroo's new campaign has drawn mixed reactions among netizens, as media intelligence CARMA saw over 300 mentions related to the ad. Of these mentions, 29.6% carried negative sentiment, while 8.2% were positive.

Netizens' reactions were twofold, according to CARMA’s HK GM Charles Cheung. Some praised Deliveroo for their creativity and quick response to a rival’s campaign, noting that Deliveroo's approach was humorous. Meanwhile, others joked about Kimura resembling Taiwanese singer Jay Chou, who has many lookalikes that seem more real than the original.

"On the other hand, some netizens found the campaign unfunny and cheap. Certain users on LIHKG responded to the criticisms by suggesting that Hong Kong people lack a sense of humour," Cheung said. 

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