On election day, instant grocery company VOLY, took to Sydney electorates to call out the wild and confusing things that make up our election process.
The campaign featured a combination of walking billboards, social media and surprise ‘Democracy sausage’ deliveries to polling booths across Sydney. VOLY was able to cut through the noise and position the brand as a disruptor at a time when political parties are shouting at each other and vying for your attention.
VOLY is an instant grocery company that promises speedy delivery in mere minutes. Customers order via the VOLY app, and choose from over thousands of grocery and alcohol products all sourced locally and kept in VOLY’s own dark stores (aka micro fulfilment centres). This little bit of magic is made possible with delivery via e-bikes using fully employed riders and staff. This new model is really the evolution of what we have seen spring up in the gig-economy.
By building a vertically integrated business, VOLY is able to deliver groceries and alcohol pretty much faster than anyone else. VOLY is quickly becoming famous for its unique products, price and speedy delivery by beating the likes of supermarkets and food delivery apps.
To get the message out; VOLY utilising walking media featuring slogans that played off the wild and confusing things about our election process. One of the billboards featured the headline; “Instant Groceries Delivered faster than Voting Below the Line”. This was featured prominently alongside political party propaganda in around around electorates on polling day.
The campaign also featured an anamorphic ‘Democracy sausage’ and tapped into voter sentiment on the day by asking a simple question ‘Are you only here for the Sausage Sizzle?’’. As a part of the activation; VOLY arranged ‘Surprise Democracy Sausage’ drops at polling booths across Sydney. Meanwhile at Bondi SLSC sausage sizzle stand they had run out of the iconic ingredient. With a tap of the app, VOLY was able to provide a solution in less than 10 minutes to the delight of local pollsters and replenish the sausage stocks.
Joshua Peacock, head of marketing at VOLY said: “The interesting thing about the democracy sausage is that we have a compulsory voting system, so there is actually no need to motivate people to vote with food. The democracy sausage exists for no political reason. Only because we as Aussies love putting sausages in a slice of bread. For this reason VOLY was able to deliver a message to Aussie voters without getting too political”.
“VOLY’s strategy is to behave like a disruptor through media and tap into cultural and social insight to drive conversation at key moments. The moment we start to use traditional channels in traditional ways we just become another grocery company,” says Joshua Peacock.
VOLY is simplifying the grocery game and shopping is now easier and faster than ever before. VOLY is now available in over 100 suburbs across Sydney and coming to more locations soon.
