Deliveroo kicks off multi-channel campaign with 46,000 different audio ads

Deliveroo is aiming to tap into the changing preferences that are part and parcel of the unpredictable British summer with a campaign involving ultra-specific targeted audio ads.

The audio campaign will run on Spotify and Digital Audio Exchange (DAX), and has the potential to serve 46,000 different creative combinations, with the content of the ads determined by location, time of day, weather, day of the week and local restaurant supply.

They will be accompanied by dynamic out of home ads, which will reference calendar events such as the Wimbledon tennis championships, festivals and TV show launches.

Deliveroo will also set up branded pick up points in parks, allowing sun-lovers to have their food delivered to an outdoor spot.

The campaign was created by Deliveroo in-house, while media was handled by Vizeum.

Dan Warne, the brand's UK managing director, said: "Our new summer campaign has been developed to provide bespoke interactions with the public and Deliveroo, so our customers always receive the right message at the right time, in the right place."

Deliveroo appointed Fallon and MediaCom as its creative and media agencies earlier this year. A spokesman said the appointment of Fallon was specifically for the brand's first TV campaign, which began in March, but that it was open to working with the agency again.

MediaCom remained Deliveroo's global media agency, he added, but it had chosen to work with Vizeum on this campaign.

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