DoorDash launches major NZ brand campaign ‘Goods from the hood’ via FEDERATION
On demand delivery service DoorDash has launched its first ever large-scale campaign in New Zealand with independent agency FEDERATION, to tie in with its large-scale Auckland launch.
The launch marks the commencement of their Auckland delivery service and comes a year after DoorDash launched in Wellington and Christchurch. The debut creative platform and launch campaign by FEDERATION stars one of New Zealand’s hottest local comedians Tom Sainsbury and covers multiple channels with a comprehensive integrated campaign. Sainsbury is a super-excited DoorDash customer who trips the light fantastic in his urban villa hallway when his local Dasher rings the doorbell, announcing the arrival of his food delivery order.
DoorDash’s Head of Marketing for New Zealand and Australia, Natasha Aaron said the company is intentionally making big waves around the country, and especially in Auckland. Says Aaron: “The campaign is a huge launch for us that taps into the awesomeness and scale of our local delivery service – something we’re really proud of and excited to shout about. This is a major milestone for our New Zealand business expansion, and the creative impact of the new brand platform reflects this.”
Says Federation CEO, Sharon Henderson: “Landing on the creative insight that ‘DoorDash creates an excitement zone’ for its customers is huge, especially when you bring that together with their absolute commitment to supporting New Zealand’s local eateries. So bringing one of our country’s hottest local comedians onboard for the launch was a natural step and a major coup for the DoorDash brand.”
Adds Managing Partner for Federation, Elizabeth Beatty: “Collaborating with the local and international marketing teams at DoorDash and media agency Wavemaker New Zealand has been fantastic, and together, we’ve created a campaign we know Kiwis will just love. It’s a category breaker with a huge dose of positivity and launches with a major all-channel media approach appearing across video on demand, out of home, radio, social media, and digital.”
Since launching in 2013, DoorDash has become the largest on-demand local e-commerce platform in the United States and can be found in thousands of cities world-wide. Its mission is to bring together communities by connecting consumers together with their favourite local and national businesses by bringing ‘More to Your Door’.
Aucklanders can now download and sign up to the DoorDash app at doordash.com.
Agency: Federation:
Elizabeth Beatty – Managing Partner
Tony Clewett / Bobbie McKay – Creative Partners
Dan Bye – Strategy Partner
Client: DoorDash
Janna Ferraro – Senior Manager – Consumer Growth Marketing
Production: Eyes and Ears
Sophia Seaton – Producer
Calvin Sang – Director
Media: Wavemaker
Grant Anderson – Managing Director
Laura Potter – Business Director
15 Comments
Not this one.
Bitter. Life not going your way lately?
I just like good ideas. And OK production.
Will there be a version of the TV ad that says what Doordash does?
Er. Pretty obvious in’t it? Or are you in the 1% who have you never ordered a meal to your door?
That’s a huge amount of faith in people’s willingness to pay attention, think about what they’re being told (not much) and consider whether it should drive a change in their established behaviour.
To launch doordash with a category message rather than a switching or more involved consideration message is a soft approach to driving returns.
not very good. in the hood.
This is the worst ad on TV right now. Love the line, and the outdoor is clean and simple but dear Lord, I’m embarrassed for Tom. He’s been done dirty here. Everything looks cheap and this is about as cringe as it gets. Is this how a challenger brand should behave to make a dent into what Uber are doing? How does this AV tie back to what I think the line is communicating (locally sourced eats)?
Middle-aged men dancing while getting/receiving food is one of the more popular script concepts I regularly print out.
Always one every few months, bless.
where’s katy perry? isn’t she in these?
It’s a good simple, straight up spot. Funny. Mass market reach. And tells the DoorDash story.
But going by the level of nasty comments, someone’s feeling left out. Or caught out? Uber? Or the pitch losers?
:)’
How does this tell a DoorDash story? Trying to figure out where this works into the brand prism I’m retrofitting into this idea that’s been waiting for a buyer for a few years…..
Fun, simple and to the point. Not trying to be clever – just lively and joyful. Lights up an otherwise gloomy year.
meow