Challenge:

Just Eat needed to defend and grow its audience market share and drive differentiation from its competitive set, finding a real connection with the discerning Young Urban Spender audience.

This campaign was devised to engage gamers and football fanatics around the latest FIFA 23 drop while targeting key “young urban spender” titles that aligned with Just Eat’s target audience.

Our objectives were to:

• Boost cultural relevance: Tap into the buzz surrounding the launch of the FIFA 23 video game
• Push brand affinity: Drive relevance with gamers and young urban spenders by tapping into this annual cultural moment and making Just Eat a part of the conversation
• Engage the public through participation: Encourage customers to share gameplay where they’d suffered glitches for the chance to win a free meal

Insight and Strategic Approach:

Gaming and takeaways often go hand in hand, with many gaming fanatics spending hours without leaving their consoles. By targeting gamers and footballers alike, Just Eat was able to provide a solution to a gaming problem, while naturally building relevance in their audience’s lives.

Solution:

FIFA’s latest video game drops in September/October each year and marks the dawn of thousands of dedicated gamers looking to build their own FIFA Ultimate Team (FUT) from scratch while finding out how to exploit new gameplay mechanics.

Tapping into this cultural moment, where we had permission to play as a food delivery service, we recognised that gaming glitches are widely reported across media outlets and social accounts, so we naturally inculcated the brand into that online chatter.

During the launch weekend of FIFA 23, we created our very own Just Eat Deli-VAR-y service for players with retired Premier League referee Mark Clattenburg. On behalf of the Just Eat Deli-VAR-y service, Mark reviewed gameplay clips which were sent in by players who felt like they’d been on the receiving end of a wrong decision because of a glitch or fluke when playing a football game.

Those who Mark deemed were treated unfairly in the game were offered a Just Eat voucher to soften the blow.

Result:

The campaign received over 1000 consumer entries due to the 625% spike in Just Eat coverage during the launch.

We secured 87 pieces of coverage across Tier 1 national, consumer and regional media, with 95% of the coverage mentioning Just Eat in the headline and 97% of coverage including branded imagery.

Just Eat also secured 46% more share of voice (SOV) than competitors during the FIFA weekend launch. Meanwhile, consideration from our core Urban Spender audience rose by 11% as a result of seeing the campaign.

Across social, we saw more than 243,000 organic reach from gaming and lifestyle influencers across TikTok and Instagram, who created content to draw attention to the campaign.

Beyond organic content, social media impact included a 1.4 million combined reach across Instagram, which is a key engagement channel for our target audience. We worked with established influencers and gaming pros @chunkz and @darkestman, who have 3.4 million and 355K followers, respectively, to create entertaining content that would communicate the CTA and drive-up gaming entries.