Aimed at engaging UK university students beginning a new academic year, Just Eat launched the Hey U Up campaign for Freshers’ Week. On select campuses, students will find large, orange Just Eat phone booths that tempt hungry passersby with craveable offerings. Within the booths, students can make the most of a touchscreen menu to choose a favorite treat, and receive a playful audio monologue in response, in addition to a voucher for discounted orders and branded freebies. Thanks to the format, which captures candid reactions, the experience is shareable across social media, and offers a more dynamic experience as compared to tired Freshers’ Week activations that no longer hold appeal for a new generation.

Beyond welcome week, the Hey U Up campaign runs until October 10th in major UK cities like Manchester, Liverpool, Birmingham and Nottingham.