Every day, the average person sees thousands of ads on their phone, on billboards, and on TV.
93 percent of these ads are skipped, blocked, or ignored, according to a report by Clutch.
But you know what’s hard to skip, block, and ignore?
Something that’s about to fall off a car.
So that’s how we launched DoorDash’s new red delivery bags: by magnetically attaching them to car roofs, driving around the city, and rewarding people who noticed.
We took our behavioral experiment to high traffic areas in Chicago and Miami.
And covertly observed as pedestrians noticed the imperiled DoorDash bags on car roofs and felt compelled to tell the drivers.
People actually put their phones AWAY and opted to engage! Every interaction resulted in a “thank you” gift card.
No billboards, TV commercials, or media buy. Just a little DoorDash bag about to fall off a car.
Made at GUT LA
Creative Lead: Colleen Horne
ACD (copy): Caleb Nyberg
CCOs: Bruno Acanfora, Ariel Abramovici
Agency Producer: Max Knies
Production Partner & Fabrication: Street Factory Media
Stunt Producer: Devin Danielson
Chicago Team: Reid Cole and Aaron Link, Thicket Film Company
Miami Team: Mike Jones, Blind Pig Productions