Deliveroo is ‘Petvertising' with interactive OOH campaign for pets
This playful, unconventional campaign is designed for both pets and their humans. The series features billboards tailored to specific animals, from dog-height 'woof woof' posters and cat-level 'meow' messages to tree-high chirping signs for birds and palm-sized squeaky hamster boards.
Strategically located at Dubai parks, each billboard was fitted with a motion and sound sensor. When triggered by the movement of a pet passing by, the installation played the corresponding animal sound to grab attention.
Rooted in the insight that the best way to promote pet services is through the pets themselves, the campaign blends humour, innovation, and a love for animals, that aims to turn a simple message into an unmissable moment for passersby.
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A post shared by Deliveroo UAE (@deliveroo_ae)
The ads then invited humans to 'scan to answer their bark, meow, chirp, or squeak' via a QR code, leading to Deliveroo's in-app pet store selection, where customers could shop for everything from food and treats to toys, grooming products, and more.
With Petvertising, Deliveroo aims to demonstrate its continued commitment to innovation, showing that even the most familiar formats, like outdoor billboards, can be reimagined with a little creativity and a lot of heart.
The delivery service brand claims the campaign not only raised awareness of Deliveroo's growing pet category but also celebrated the bond between pets and their humans in a thoughtful way.
Credits:
Client: Deliveroo UAE
Taghrid Oraibi, Head of Communications at Deliveroo Middle East
Tasnim Al Gergawi, Communications Manager at Deliveroo UAE
Agency: TBWA
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