Kiwi out-of-home advertising company Go Media has set another milestone in Wellington by launching the city’s first full train wrap for Delivereasy.
This campaign promotes Delivereasy’s latest service – grocery delivery – positioning the brand as a key player in the capital’s convenience market.
The campaign was brought to life thanks to MBM Wellington and Colenso BBDO. The visuals cover the entire train including windows, A3 posters, bulkheads, and floor decals, catching the eyes of commuters and passersby as it moves across the Wellington rail network, all to reinforce Delivereasy’s presence as the local player with local ownership that now delivers a whole lot of groceries.
Delivereasy was started by three mates in a Wellington garage back in 2016 (before any big international players had entered the NZ market) as NZ’s first food delivery service. It has steadily grown, now only weeks away from delivering its 10 millionth order.
This train wrap is the latest disruptive execution from Delivereasy as it continues to build share in the on-demand space despite competing with big players with even bigger budgets.
Jean Mexted, Delivereasy Chief Marketing Officer, shared her enthusiasm for the campaign, saying, “At Delivereasy, we like to challenge the status quo, so we’re stoked to promote our new Wellington partnership with Fresh Choice in such a high-impact, ground-breaking way. This train wrap is the latest disruptive execution as we continue to build share in the on-demand space despite competing with big players with even bigger budgets.
“We’re looking forward to leveraging this space over the next few months to remind Wellington commuters that we’re the delivery service that leaves a better taste in your mouth – whether you’re after a butter chicken curry, snacks for the game, or an urgent top-up of toilet paper.”
Tyler Crawford, Senior Media Planner at MBM, highlighted the strategic importance of the train wrap, explaining, “Launching a new service for Delivereasy into the market required channels that allowed us to stand out and really showcase their playful brand personality. Go Media’s Wellington train wrap gave us the opportunity to do just that in an exciting and imaginative way.”
This was echoed by Simon (Si) Vicars, Chief Creative Officer at Colenso BBDO, who said, “Our aim has always been to help Delivereasy generate an unfair share of attention. Getting a train was the logical next step in that plan.”
Craig Strachan, Go Media’s Lower North Island Group Sales Manager, concluded, “We’re excited to collaborate with Delivereasy, alongside our partners, on Wellington’s first train wrap. It’s a groundbreaking way to capture attention and boost brand awareness as the city’s commuters go about their day.”
This campaign highlights Go Media’s expanding presence in Wellington and its commitment to exploring new and creative ways to engage audiences through transit advertising, further expanding their diverse range of out-of-home solutions across New Zealand.
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