JUST EAT and Take me Out: Whatever you Fancy
To encourage customers of the nation’s number one takeaway food delivery website to order online instead of by phone. We wanted to make JUST EAT the top-of-mind for those moments when consumers crave takeaway food and need the service the most.
The key fact that emerged through research was that Saturday night is a good night for takeaway business. It is the biggest takeaway ordering evening and also the moment when infrequent new customers enter the market. As a result, Saturday offers JUST EAT the broadest range of audience segment types and a huge opportunity to help it achieve its goal of encouraging consumers to put down the phone and get online.
We had to 'own' Saturday night in, and ITV’s ‘Take Me Out’ was the ideal vehicle to help us accomplish this. The dating show’s humorous tone fits JUST EAT perfectly, and both can be considered “guilty pleasures”. Not only did it give us linear TV presence in the heart of peak commercial TV on a Saturday night, but it could then extend into second-screen content on YouTube and activation on Twitter and Facebook via the show’s extensive social following. It was the perfect blend of awareness and engagement potential.
We created idents around the creative idea “Whatever You Fancy”, which mimicked the playful tone of the show and also implied the wide range of cuisine choice available on the site, and promoted additional content via the hashtag #WhatIFancy.
We operated a social newsroom during broadcasts, rewarding engaged tweeters with money-off vouchers, and also ran #WhatIFancy competitions during the week to maintain the campaign narrative between episodes. This allowed us to maximise owned channels to drive earned activity, amplifying the impact as viewers media meshed with the show.
- JUST EAT grew its Twitter following by 26.7%
- Saw the hashtag #WhatIFancy trend
- Drove 940,000 views of the #WhatIFancy videos on YouTube
All directly attributable to the sponsorship of Take Me Out.
0 %growth of the JUST EAT twitter following
0 kviews of the #WhatIFancy videos on YouTube