{"id":4389180,"date":"2023-07-04T16:09:50","date_gmt":"2023-07-04T14:09:50","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/did-somebody-say-katy-perry\/"},"modified":"2025-12-08T11:07:39","modified_gmt":"2025-12-08T09:07:39","slug":"did-somebody-say-katy-perry","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/did-somebody-say-katy-perry\/","title":{"rendered":"Did somebody say\u2026 Katy Perry?"},"content":{"rendered":"
\n\tJust Eat Takeaway.com<\/p>Did somebody say\u2026 Katy Perry?<\/p><\/div>\n\n\n\t
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\n\t\t\t\n\t\t\t\t(  Services  )\n\t\t\t<\/p>\n\n\t\t\t\n\t\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\tBrand & Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\tJust Eat first launched its now famous tagline \u2018Did somebody say\u2026\u2019 back in 2019, with a widely applauded brand campaign targeted across Europe. It raised the game a year later, collaborating with Snoop Dogg to put the brand firmly on the cultural map and secured the brand sonic a place in everyday language.\u00a0

    Fast forward to 2022, following a merger to become Just Eat Takeaway.com (JET), the leading online food delivery marketplace had the opportunity to take \u2018Did somebody say\u2019 global for the first. time. ever.\u00a0<\/p><\/div>\n\n\n\t\n\tEnlisting pop sensation Katy Perry as the new face of the campaign, it wanted to spread joy across 17 markets in 21 different languages.

    DEPT\u00ae was appointed as the lead digital agency to extend its iconic TV commercial into online and social channels, helping to cement \u2018Did somebody say\u2026\u2019 as a ubiquitous slogan around the world.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tFantastical food world<\/p>\n\tSpreading joy sits at the heart of the refreshed campaign, which celebrates the excitement and anticipation that\u2019s felt when the idea of ordering food is suggested, while highlighting JET\u2019s capability to supply food that satisfies every craving.\u00a0

    The music video-inspired TV commercial (TVC), created by McCann London, introduced Katy Perry\u2019s fantastical food world, emphasising the huge range of cuisines and meals available on the food delivery app.\u00a0

    It was DEPT\u00ae\u2019s job to translate and extend the \u201cfeeling of joy\u201d and \u201cdoorbell moments\u201d of Katy\u2019s world into online and social channels, with overarching objectives to:\u00a0

    01 Increase top of mind awareness (TOMA) globally

    02 Increase positive brand sentiment by spreading joy<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tSetting the strategy<\/p>\n\tTo deliver on the brief, we recognised that digital executions of the campaign had to not just match, but build upon the world created within the TVC, while retaining all of its original joy.

    So, we defined three core things our strategy needed to do…


    THE WHAT – DELIVER JOY<\/strong>
    Joy is a feeling, not an identity<\/em>

    In the very first \u2018Did somebody say\u2026\u2019 TV ad, the thought of ordering takeaway is triggered by watching television. But that\u2019s only one of many possible triggers to order take out. It can be when something good happens, when something bad happens, or simply when nothing happens. Our strategy needed to lean into the myriad of ways to evoke that \u201cdoorbell feeling\u201d, and make JET the synonymous solution for ordering in when those cravings strike.\u00a0


    THE HOW – A GLOBAL SOLUTION TO LOCAL CHALLENGES<\/strong>
    17 markets, each with their own challenges<\/em>

    Taking the \u2018Did somebody say\u2026\u2019 campaign global for the first time ever presented a series of new challenges. Creating thousands of assets in 21 different languages, for use across multiple platforms, meant we needed a flexible mechanic that could be tailored to local market priorities, in order to efficiently build creative that was platform-first, easily translatable and distinctively JET.


    THE WHO – FOR ALL <\/strong>
    If you eat, then you could be a JET customer<\/em>

    The broad awareness-focused campaign objectives meant that we needed universally relevant creative that appealed to a large majority of the category to help build TOMA, drive positive brand sentiment and, ultimately, spread joy.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\n\t<\/div>\n\n\n\t\n\tWe unpacked the TVC world into different, distinctive brand elements that we could leverage and weave throughout our digital-first creative to maintain consistency:

    01 Put the talent, Katy Perry, front and centre
    02 Utilise the power of the track, especially for \u2018sound on\u2019 environments
    03 Dial up the brand sonic \u2018Did somebody say\u2026\u2019 to drive recall and fame
    04 All situated in an entertaining, ownable world that is distinctive to JET

    Knowing we had limited time to capture social content in and around the main TVC recording, we were prepared to react fast, be adaptable, and work to what we knew Katy Perry fans and JET audiences would positively respond to.\u00a0

    We defined the key creative and production elements that would fuel our ways of working on set in LA, and ensure our content and assets were hyper-relevant to the platforms being utilised:\u00a0

    01 Minimal narrative, maximum impact
    02 Fully immersive point of view and transitions
    03 Hypnotising editing techniques
    04 Simple messaging, unique platform-first shots
    05 Nostalgic and culturally relevant references<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tTreatful teaser<\/p>\n\tOur campaign ideas were structured into three core phases: tease; launch; sustain.\u00a0

    The aim of the tease phase was to drive hype and mystery around Katy Perry\u2019s upcoming collaboration with JET.\u00a0

    We wanted to keep our audience on their toes and the edge of their seats. We utilised Katy Perry\u2019s fan army to fuel the fire of speculation by leaking a mysterious sneak peek into the collaboration, without giving away too much of the track and TVC.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tAmplify and accelerate<\/p>\n\tFor the launch phase, where we amplified the TVC across all digital channels to drive users to discover the track, we understood that audiences are super savvy. They can tell straight away if they\u2019re being sold to, often within the first second, forcing them to tap or scroll away.\u00a0

    So our aim was to capture attention first, then share our message. This is where our predefined creative and production elements shone, ensuring distinctiveness and consistency to help increase positive brand sentiment.\u00a0

    We put the talent front and centre as planned, capturing 10 unique, social-first edits on set; facilitating a clear connection between the TVC and the first phase of the digital and social launch, while bringing JET\u2019s audience closer to the action at Katy\u2019s \u2018home\u2019.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\t\n\tOur aim in sustaining the momentum of the launch was to drive talkability of Katy Perry and the \u2018Did somebody say\u2026\u2019 platform, beyond the TVC.\u00a0

    To further amplify the feeling of joy, we extended the campaign by creating 12 globally relatable, social-first scenarios across a five-day shoot.\u00a0

    The scenarios depicted more of the everyday possibilities to create \u201cdoorbell moments\u201d and drive home the message that JET is the answer to any ordering-in situation; from having too much washing up, to moving house, or simply running out of snacks.\u00a0

    We also leveraged JET\u2019s AR lens that helped bring the TVC to social in a fun and engaging way, using it to help fuel TikTok remakes of the ad and bringing it to the top of consumers\u2019 minds in an entertaining way.<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tFuelling global efficiency<\/p>\n\tWe rolled out thousands of motion and static performance assets and accompanying copy for the global campaign, hero-ing Katy as well as the wide range of cuisines and meals available from JET\u2019s app.

    And we delivered a series of broader digital assets including social headers, GIFs for inclusion in CRM, and on-site assets.\u00a0

    To effectively and efficiently create these in 21 different languages for 17 markets, we leveraged Lightspeed, our proprietary creative automation<\/a> tool.\u00a0

    Lightspeed combines a data feed containing all content (footage, images, copy, translations, logos), with a library of AfterEffects and HTML templates built based on the needs of different JET markets. The assets are delivered to our proprietary front end tool, allowing JET\u2019s internal teams across each market to review, feedback on or approve each individual asset.\u00a0

    Once signed off, Lightspeed plugs into various ad manager APIs, allowing assets to be set up based on the business needs of that market, all in all streamlining the process and enabling us to produce, deliver and launch thousands of creative assets in hours rather than weeks.\u00a0<\/p><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n\n\tTasty campaign highlights<\/p>\n\t\u2018Did somebody say\u2026\u2019 featuring Katy Perry achieved incredible results across digital channels, driving 1.2 billion impressions globally and achieving above benchmark results across multiple brand lift studies, social listening and in-flight metrics for measures like ad recall, view through rate and message association.

    Twitter dominated mentions throughout the whole campaign, accounting for 75% of the total. Sentiment was predominantly positive (59%) with only 13% negative mentions. Highlights included:\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
    \n\t\n\t\n\t\n\t\n\t\t\t\t\t
  • \n\t\t\t\t

    \n\t\t\t\t\t1.2bn\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\ttotal impressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t259m\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\ttotal earned impressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t

  • \n\t\t\t\t

    \n\t\t\t\t\t124k\t\t\t\t<\/p>\n\n\t\t\t\t

    \n\t\t\t\t\ttotal mentions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n\n\t\n\tOur purpose-built, social-first creative drove conversation and global TOMA on TikTok\u2019s \u2018sound on\u2019 environment, gaining an average (and higher than benchmarks) 7.5% uplift in ad recall across all markets, as well as an average 5.6% increase in brand association.\u00a0

    Brand awareness shifted in most markets, with the Netherlands seeing a particularly high increase of 6.9% and 2.2% in Germany. We also secured an average view through rate of 24.8% across all markets.<\/p><\/div>\n\t\n\t<\/div>\n\n

    \n\t\u201c<\/span>\n\tTo launch our new brand campaign featuring Katy Perry, we felt it was the perfect time to also launch TikTok across multiple markets. We focused on developing creative with DEPT\u00ae that we knew would resonate and drive cut-through on a platform like TikTok, putting Katy Perry and our brand front and centre with the perfect sound-on creative. We are really happy to see such impressive results, showing shifts in many different areas across brand association and awareness as well as above benchmark results across multiple different platforms<\/p>\t
    \n\t\u201d<\/span>\n\n\tRichard Burgess, Global Principal for Brand Digital and Social Media at Just Eat Takeaway<\/p><\/blockquote>\n\n\n\t\n\tOn Snapchat, our mix of six second, force view commercials and skippable ads helped to deliver on brand favourability and preference KPIs, and overall performance on the platform exceeded objectives across all markets.\u00a0

    Germany, a key market for JET, was the hero. When comparing performance against Snapchat averages, we delivered:\u00a0\u00a0<\/p>\n\n\t
  • 50% message awareness uplift<\/li>
  • 3x better message awareness (commercials vs typical Snap ads)<\/li>
  • 4x better brand favourability (commercials and Snap ads combined)\u00a0<\/li>
  • 5x better brand favourability overall<\/li><\/ul>\n\nIt\u2019s fair to say that with the right balance of strategic, creative, tech and data minds behind it, JET\u2019s first ever global campaign took the digital space by storm.

    And DEPT\u00ae continues to collaborate with the food delivery brand as its lead digital agency.\u00a0

    Did somebody say\u2026 success?<\/p>\n<\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"DEPT\u00ae was appointed as the lead digital agency to extend Just Eats iconic TV commercial into online and social channels, helping to cement \u2018Did somebody say\u2026\u2019 as a ubiquitous slogan around the world, enlisting pop sensation Katy Perry as the new face of the campaign.","protected":false},"author":1,"featured_media":4389182,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":{"id":4175213,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/07\/Did-somebody-say-Just-Eat-Katy-Pary.png"},"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41665],"case-category":[42930],"award":[],"case-industry":[42938,42924,42928],"person":[41241],"class_list":["post-4389180","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"\nDid somebody say\u2026 Katy Perry? 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