Carried out as part of a school exercise at IHECS. The task was to create a direct marketing campaign for Deliveroo. The main idea was to introduce a fidelity plan for Deliveroo users: a points collecting system called HOPs. HOP is a direct reference to the emblematic kangaroo that is the brand's mascot. The more users would order on the app, the more HOP points they'd receive, a way for them to access rewards such as special offers. They would also be able to level up from Baby Kangaroo all the way to Senior Kangaroo, as a way of introducing some sort of gamification to the app.

This is a visual that would've been shared on Deliveroo's Belgian social media accounts, as a way to introduce HOPs points to the public. 

Frequent users would also receive a special custom newsletter to invite them to start collecting points and explaining how the system works. 

The consumers who would collect the most points would then be invited to order a Discoveroo Box online, on a dedicated website. The box would be filled with recipes, goodies and samples of food they like according to their data and the choices they make on the app, but also a special custom letter with a picture of their place photoshopped as their favorite restaurant. This letter is an incentive for them to participate in a last HOPs collecting contest, to win an evening at home with the chef of their favourite place to order food from.  

Finally, the five biggest HOP collectors, the best Deliveroo users, would receive an email announcing their win.