DashPass Rebrand

DoorDash is the leading food and convenience delivery app within the United States and offers DashPass, a premium membership subscription for $9.99 a month.

DashPass currently offers delivery without the additional fees for participating restaurants, limited only to paying users.

The One Club for Creativity’s Young Ones Student Awards hosted a brief to create a compelling campaign to drive sign-ups and encourage registration for DashPass.

The current issue stunting DashPass user acquisition is that non-DashPass users do not feel inclined to begin a monthly subscription for a service with low frequent usage.