Building out a food precinct & digital activation for Deliveroo

Our sister agency Aeroplane has managed commercial partnerships for St Jerome’s Laneway Festival since 2019, with Bolster lending digital, creative and strategic support.

Aiming to deliver better ROI outcomes for brands activating at the event itself, we developed a holistic brand activation model that didn’t just speak to the audience on ground, but created digital touchpoints before, during and after Laneway.

For Deliveroo’s inaugural year partnering with St Jerome’s Laneway Festival, Aeroplane built out a custom dining precinct within each festival leg’s footprint. The Funderland precinct was centred around an old-school carnival aesthetic with custom design by Melbourne artist Callum Preston incorporating the Deliveroo colour palette. It featured Deliveroo partner food vendors, a craft beer offering, ample tables, seating and shaded areas, and interactive games.

Crowd engagement numbers were high across all cities, with each food precinct taking on its own personality within each festival landscape. The interactive free ‘play to win’ claw machine activity was a success, integrating the brand through a consumer promotion.

To extend Deliveroo’s activation into a digital realm, we rolled out talent-led video content, direct call-to-action creative on Laneway’s channels, and an engaging wrap video featuring audience vox-pops.

For the hero content, we secured one of Laneway Festival’s headline acts Ocean Alley to star in a campaign centred around the #ThatDeservesDeliveroo.

Laneway alumni artist Ali Barter also participated in the series, which seamlessly wove in the Deliveroo brand and app functionality.

The whole campaign generated two massive user pools that showed deeper levels of engagement with the brand digitally, and connected the dots between Deliveroo and Laneway.