Deliveroo HK promotes late-night offerings in gangster-themed campaign

Deliveroo Hong Kong has launched a promotional campaign featuring cast members from the recent popular local film "Twilight of the Warriors: Walled In" (九龍城寨之圍城).

Also known as “嗌宵夜搵戶戶送”, the two-month-long campaign aims to promote late-night offerings and services on the platform with McDonald’s promotion as the highlight.

Meanwhile, it also aims to recruit Deliveroo Plus members with an introductory HK$1/month offer for unlimited free delivery and exclusive member perks and discounts. The campaign targets mass audience in Hong Kong and non-Deliveroo Plus members. 

Showcasing its commitment to supporting local talents, Deliveroo has collaborated with Terence Lau (劉俊謙) and Kenny Wong (黃德斌), who starred in the film. A Deliveroo spokesperson told MARKETING-INTERACTIVE that featuring the film's cast members allows the platform to leverage their star power and fan following to maximise the campaign's impact, while also creating fun and engaging content to connect with customers.

Prior to the launch, a teaser video of the campaign was featured on Lau’s Instagram with the caption "Don't stay hungry. Stay tuned," to create anticipation and buzz. The video shows Lau searching for something on the street. A check by MARKETING-INTERACTIVE that the post has received over 27.4k likes and 480 comments.  

In the main campaign video, Lau plays a gangster character, desperately searching late at night for food for his starving boss, played by Wong. However, Lau cannot find any food on the street. Meanwhile, Deliveroo's brand ambassador, Jan Lamb, who plays another gangster character, is shown comfortably enjoying a Deliveroo delivery at home. In the final scene, the three characters are seen enjoying the food together.

Deliveroo has also released social media videos depicting a breaking news report about a heated dispute between Jan Lamb and Wong's character over a food delivery, with Lau's character caught in the middle, unsuccessfully trying to mediate the escalating situation.

"At Deliveroo, we are always looking for innovative ways to connect with our customers and showcase our commitment to supporting local talents. By featuring Lau and Wong in our latest ad campaign, we were able to leverage their star power and built-in fan following to maximise the impact and resonance of our marketing efforts. We hope this fun and engaging content can enhance the awareness of our late-night offerings and encourage more Deliveroo members to join Deliveroo Plus to enjoy more benefits,” the spokesperson said.

Don’t miss: Deliveroo pumps HK$500k to promote sustainable packaging with Rooniverse

Back in February, Deliveroo Hong Kong introduced Rooniverse, a partner services platform that provides discounted sustainable restaurant supplies to its merchant partners, with an aim of encouraging the adoption of sustainable packaging.

As part of the initiative, Deliveroo has sourced a wide variety of environmentally-friendly takeaway packaging and kitchen supplies offered on Rooniverse, aiming to inject sustainability into every step of partners’ operations. 

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