Brands are getting real about the downside of the holiday period this year. Perhaps they’ve read the mood of the moment and magic joy isn’t going to cut it? It has been a year of thumping worries. DoorDash Canada has joined the club of holiday season reality. Zulu Alpha Kilo has housed that reality in a wonderfully humorous montage of scenes, like Resolution Amnesia Day and Last Minute Gift Day, that are actual, but unspoken holiday traditions because they defy the holiday story.
HoliDifferently launched at Thanksgiving and has enhanced its un-traditions with customised promotions on DoorDash.
“Many people experience a love-hate relationship with the holidays – there’s the pressure and time commitments, but also countless small magical moments that often go unappreciated,” stated Delly Dyer, senior manager of consumer brand marketing at DoorDash Canada. “At DoorDash, we wanted to embrace and celebrate all facets of the season, from the traditional occasions requiring a few last-minute grocery items, to the less conventional ones that might call for enjoying some Thai food in bed. Regardless of the celebration style, DoorDash is here to help Canadians embrace ease and HoliDifferently during this busy season.”
HoliDifferently includes with a 30-second spot and five 15-second spots in English and French, highlighting hero moments that will run over the course of the campaign period – Post-Halloween Antacid Day, Party Season Hermit Days, Last-Minute Gift Days, and Resolution Amnesia Day – all featuring a hero DoorDash customer as the central figure.
Zulu Alpha Kilo created the platform and executed video and audio production, along with HoliDiferently templates used in-app and in CRM. Zulu also developed animated out-of-home boards with Fort York with a twist on holiday storefront window displays. These 3D scenes of Party Season Hermit Days and Last-Minute Gift Days are running in window placements managed by Wavemaker working with FrontRunner Technologies. The OOH launched in November and will run through the remainder of the campaign in Toronto, Vancouver, and Montreal.
“As our first partnership with DoorDash, we fully embraced the personality traits of the brand,” commented Jenny Glover, chief creative officer, Zulu Alpha Kilo. “From the grammatically bonkers name of HoliDifferenlty, to the many quirky easter eggs throughout creative, our goal was to break through in the cluttered holiday season, while leaning into true, relatable moments that our target would deeply resonate with.”
Ruckus Digital managed owned social and influencer marketing. Wavemaker led media, with the buy including TV, connected TV, radio, programmatic audio, display, and the custom OOH placements. Kepler executed social and YouTube. Veritas Communications executed media relations.
The campaign is running until January 7.
Credits
Client: Doordash Canada
Creative Agencies: Zulu Alpha Kilo & The French Shop
Production: Radke
Post Production & VFX: Zulubot & Fort York
Sound Studio: Sndwrx
Media: Kepler Group & Wavemaker
PR: Veritas Communications
