SWIGGY
Superheroes' Sunday
Digital Campaign
Our concept is to base the offer on making our delivery partners feel like Superheroes’- in not
empty words but the look and feel of how we communicate promotion to them.
We focused on SUPERHERO - because the underlying emotion is that Swiggy wants to
make its delivery partners feel special and appreciated.
It was absolutely crucial to use simple language that could easily be understood by our target
group.
The campaign was launched on the Swiggy Facebook page, Swiggy Delivery Partners
Facebook page and was circulated as a part of their internal communication. (The creatives
have been displayed with due permission from Swiggy)
Ever since the outbreak of the Coronavirus pandemic the world has had to reassess the definition of what the essential industries are and who their essential workers are. The prime minister then called on Indians to come to their windows and balconies at 5pm on Sunday, 22nd of March to display their support for healthcare workers. “We will clap our hands, beat our plates, ring our bells to boost their morale and salute their service,” Narendra Modi added.
Our objective was to design a campaign for the Swiggy delivery partners on the 22nd of March, Sunday called "SUPERHEROS’ SUNDAY' expressing our gratitude towards the delivery partners as essential workers of the society and economy.
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