Agency: Frank PR & Milkmoney, Sydney

Roles: Strategy, Ideation, Executive Producer

Project Type: Content / Promotion / PR

Case Study:

Deliveroo wanted to run a competition with their key partner and legends of the Melbourne culinary scene, Huxtaburger. The prizes had already been locked in as 5x skydiving experience and there was a small amount of money to amplify it and drive entries. Content was desired, but that would mean no budget for media spend. We bashed our heads together with our friends at Frank PR. We identified the opportunity of April Fools Day to create a spoof piece- Deliveroo would now be delivering via the skies, but that only gave us 8 days to move. For the modest budget we had to be very creative with the production and it needed to encapsulate the right energy for Deliveroo’s service and Huxtaburgers clientele. The Frank PR team did a fantastic job of selling it into mainstream media (no money was spent). The content was picked up in the April Fools wrapups by all major Australian broadcasters and newspapers. Many featuring it as their pick of the year. The reach was estimated to be just over half the Australian population. The ROI for the client was massive!