Deliveroo also relaunches the service in Italy Deliveroo Plus with the global campaign “Mastermind” The campaign is part of the new brand platform, designed to create an emotional connection with the target. The commercial is on air from 27 October on the main TV stations and on digital and social channels. The creativity is by the English creative agency Pablo London. Deliveroo also relaunches the Deliveroo Plus subscription service in Italy, renewing its image and the advantages offered, and does so by launching the campaign “Mastermind”developed globally and now adapted for the Italian market. The commercial, on air from 27 October, tells the characteristics of the Deliveroo Plus subscription from an ironic point of view, showing the home life of a character inspired by the classic “villains” of cinema, who finds his “diabolical plan” in Plus to save and obtain many other advantages. The campaign brings Deliveroo Plus to ATL in Italy for the first time and is part of the new global brand platform, which tells how Deliveroo can make every moment special, even the most beautiful ones. “Our new brand platform ‘Now just got even better’ aims to present Deliveroo and its services in a more engaging way, showing how moments in everyday life are transformed thanks to the possibility of receiving your favorite dishes and products: showing a ‘villain’ of the cinema struggling with his home life outside the scenes seemed like a really fun and unconventional way to tell all this.”, he says Marco Galimberti, Head of Marketing of Deliveroo Italia. The commercial was developed in partnership with the Pablo London agency and the production company BlinkInk. The award-winning director Will Wightman has given its contribution to giving life to a new world of brands that starts from moments of everyday life and interprets them through fun and hyperbolic storytelling. The Plus campaign will be broadcast on TV on the main television networks and platforms Netflix, Sky Go, Rai Play, Mediaset Infinity and was planned together with the agency Initiative Media. A special format that drives the partnership between Deliveroo Plus and Amazon Prime (Plus Silver free for 12 months for all Amazon Prime customers) will instead be visible on the platform Prime Video. There will be no shortage of adaptations in digital and social formats planned on Meta, TikTok e Youtube.
