案例库 · 广告与公关 · 市场决策 · 2025–2026
这条还没译成中文，下面是英文原文。
Delivereasy's absurd radio made staying home sound like the only sane choice.
A small NZ delivery app used surreal radio - killer bees, crippled pigeons, street condoms - to paint going outside as chaos, lifting orders 7%.
Delivereasy
那一手
Delivereasy, a small New Zealand delivery app, had to face Uber Eats's reach with a fraction of the spend, so it could not win on media weight.
With Colenso BBDO it chose radio - a medium most brands underuse - and made it unignorable with surreal spots that paint the outside world as one thing after another.
The spots give listeners an exhaustive run of reasons the world is too much to face, so getting food delivered feels like the only sensible option, which is exactly the behaviour the app wants.
The campaign lifted direct and search traffic 8.5% during the period and grew new-customer order volume 7%, and it took the Audio & Radio Grand Prix at Spikes Asia 2026.
为什么管用
- Surreal comedy is cheap and gets shared, so it buys attention the brand could not buy in media budget.
- Turning staying in into the reasonable choice nudges the exact behaviour the product sells.
- Skipping the obvious TV battle to own an underused medium is a way to win a category against a bigger budget.
可以搬走什么
On a budget you cannot buy reach, so buy weirdness; if the medium is ignored, make the message too strange to tune out.
后来呢
The radio work earned the Audio & Radio Grand Prix at Spikes Asia 2026 plus Clio gold and bronze, becoming a case that a low-budget, medium-agnostic challenger can beat big rivals by being stranger and sharper rather than louder.
资料来源
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