DoorDash Canada does things HoliDifferently with new holiday platform

Zulu Alpha Kilo

广告/全方位服务/整合传播

Toronto, 加拿大

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DoorDash Canada has launched a new annual platform aiming to enable a holiday season different than its customers have experienced before HoliDifferently is a cheeky remix on traditions, which doesn’t give a “fork” about the holiday rules. Launched at Thanksgiving, the campaign celebrates untraditional moments of the holiday season that are enhanced with customized 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," said 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 launched with a 30s spot and five 15s 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. The videos show locked-off shots with stylistic production design and vibrant colour palettes, capturing the essence of the HoliDifferently season.  A seamless scrolling transition between scenes mirrors the user experience of the DoorDash app. 

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 to bring the platform to life, with a twist on holiday storefront window displays. Running in window placements managed by Wavemaker working with FrontRunner Technologies, these spectacular worlds manifest Party Season Hermit Days and Last-Minute Gift Days using 3D visuals. 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,” said 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 executed owned social and influencer marketing, including extensions around moments like Jack-o-Anything-Goes Days in October and Over Eager Celebrators in November. 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 runs from October 9 through January 7. To learn more, visit the DoorDash app.

About DoorDash Canada

DoorDash (NYSE: DASH) is a technology company that connects consumers with their favorite local businesses in more than 25 countries across the globe. Founded in 2013, DoorDash builds products and services to help businesses innovate, grow, and reach more customers. DoorDash is building infrastructure for local commerce, enabling merchants to thrive in the convenience economy, giving consumers access to more of their communities, and providing work that empowers. With DoorDash, there is a neighborhood of good in every order For more information, visit doordash.com.