DoorDash is aware of that our youth experiences form who we’re right this moment. That’s why the corporate gained’t make gig staff ship pizza if an early pizza-related occasion scarred them for all times.
In its newest marketing campaign, DoorDash promotes the way it provides its drivers, often known as Dashers, extra supply choices and methods to earn cash by way of the Sprint Desire function.
A humorous but creepy 30-second spot depicts a girl who decides she would favor to ship alcohol and groceries as a substitute of pizza, as a result of she’s nonetheless recovering from these “evil pizza robots” at her seventh celebration.
An prolonged music video, which can seem on social, underscores why that have was so traumatic: The band of animatronic animals is paying homage to a deranged Chuck E Cheese, with a robust “5 Nights at Freddy’s” vibe.
“Identical to the customers who order on DoorDash, Dashers have their very own particular preferences on how they prefer to earn, primarily based on their very own tastes and personalities,” Julio D’Alfonso, co-head of inventive at DoorDash, stated in a press release. “If the odor of pizza triggers a core reminiscence of a creepy band of dead-eyed pizza robots out of your seventh celebration, you’ll be able to maintain incomes and delivering loads of issues that aren’t pizza.”
The remainder of the marketing campaign is much less disturbing. Further 15-second spots embrace one which spotlights a person who realizes he can make more cash delivering groceries than the unsuccessful nighttime lemonade stand he ran as a child.
One other reveals a man who prefers to ship alcohol as a result of he loves the authority of checking IDs—an affinity he developed whereas working at a movie show in highschool.
In a 3rd business, a person hopes to earn extra delivering groceries than his unhappy work as a daytime on line casino waiter.
Artistic company High quality Meats, in partnership with DoorDash’s inside inventive studio Superette, developed the spots, whereas Brian Billow was the director. The marketing campaign may even embrace radio, static social, and banners operating throughout paid social and digital video platforms.
It’s a part of an ongoing recruitment marketing campaign to draw new Dashers and retain present ones by selling the platform’s flexibility and management. For instance, earlier spots highlighted how Dashers can select to earn cash by time or provide, or how Dashers could make quick cash within the occasion of a shock expense.
