“A brilliant campaign and thoroughly thought out social strategy - we came in far above targets which were already pretty punchy and we managed to turn a lot of heads in the company! Thank you!”
Colin Murphy, Digital Media Manager, Just Eat
The brief.
Just Eat, the nation’s favourite takeaway brand, wanted to be front-of-mind with students over the busy and stressful exam period. Our objective was simple - to ensure they remained the most popular food delivery platform and generate signups and orders from the student community.We pooled together our expert knowledge of the target audience, deep insight, creative thinking and established student communities and came up with an irresistible, eminently shareable and completely unique campaign that was guaranteed to deliver!
The strategy.
Appealing to the senses was our first idea. Takeaways are a tactile and aromatic delight, and our research and brainstorming sessions dove into the qualities that make up a good meal. Above all, the tempting aroma emitted by a hot meal delivered to your door came out as the number one attribute of a takeaway. What if we could recreate that experience and bring it to students, wherever they happened to be? This led us to our second big idea – the power of the imagination. Inspired by adverts for incredible technological gadgets shown on TV during our childhoods that sparked the power of our own imaginations, we dreamed up a world-first in technology – an app that would allow you to actually experience the irresistible scent of a takeaway through your mobile phone!
Sadly, such technology hasn’t quite arrived yet, but that didn’t stop us. We created a unique Instagram story series, a first in ‘aromatic phone technology’ - viewers watched as a realistic wash of tempting steam filled their screens as if a fresh hot takeaway had been presented to them - they were then invited to sniff the charging portal when their meal was ready! We shared it across all our Everything Student community using all social channels, including Facebook, Instagram, Snapchat and Twitter. Activity was supported with a series of live Facebook gameshows and memes testing students on their knowledge of world food, in exchange for a chance to win Just Eat promo codes.
