THE BRIEF
Make Just Eat the most loved food delivery brand among Netflix fans.
How? By launching a headline-making partnership that brought Squid Game 2 into our homes.
THE INSIGHT
Fans love the raw human emotions and survival tactics of Squid Game. And there’s nothing more primal than what you eat.
THE IDEA
A Sensory Feast.
A fully integrated platform that brought a multi-sensory, five-sense experience to life across all channels, launching on Boxing Day 2024. Yes, we committed to combining the high-stakes intensity of Squid Game 2 with the comforting reality of a takeaway in the peak of the competitive post-Christmas period. No pressure.
THE AD
We dropped a 30” TV spot (which also dominated the Netflix platform) that put a playful food-first spin on the show’s iconic red light, green light game. The ad reimagined Just Eat customers as Squid Game characters, with fast cuts, cheeky nods to the show’s tension and a Just Eat courier picking up a few unexpected companions along the way.
THE GAME
Viewer insight showed us that the hungriest fans didn’t just want to watch Squid Game, they wanted to play it. So we made that happen.
The CTA ‘Order. Play. Win’ at the end of the spot directed hungry fans to a microsite where they could play a one-of-a kind, AI powered multi-sensory game, ELIMINATE. The rules were simple: make it through your actual Just Eat meal without getting caught in Young-hee’s terrifying game for the chance to win £10k. But if you’re caught by Young-hee’s motion detector on-screen slurping that last noodle, you’re eliminated.
The game was the perfect answer to our creative and strategic anchor that put all your sense through the wringer.
By letting people play from their own living rooms, we took their viewing and ordering experience to a whole new level.
THE SOCIAL
To dominate more screens we developed social ads with takeovers on Meta, YouTube and TikTok.
OOH
THE RESULT
The partnership smashed campaign expectations and we created a culturally relevant moment across the UK.