Title | NADAL'S UMPIRE DISAGREEMENT |
Brand | UBER |
Product / Service | UBER EATS |
Category | A12. Innovation in Production |
Entrant | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Idea Creation | SPECIAL GROUP Sydney, AUSTRALIA |
Media Placement | MEDIACOM Sydney, AUSTRALIA |
Production | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Additional Company | TENNIS AUSTRALIA Melbourne, AUSTRALIA |
Additional Company 2 | CHANNEL 9 MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Tom Martin | Special Group, Sydney | Executive Creative Director |
Julian Schreiber | Special Group, Sydney | Executive Creative Director |
Nick Cole | Special Group, Sydney | Creative |
Pat Allenby | Special Group, Sydney | Creative |
Lindsey Evans | Special Group, Sydney | Chief Executive Officer |
Cade Heyde | Special Group, Sydney | Managing Partner |
Tori Magill | Special Group, Sydney | Business Lead |
Will Sealey | Special Group, Sydney | Account Manager |
Stephanie Wilkinson | Special Group, Sydney | Account Manager |
Meredyth Judd | Special Group, Sydney | Executive Producer |
Celia Garforth | Special Group, Sydney | Strategy Director |
Emily Stewart | Special Group, Sydney | Casting Director |
Laura Midalia | Special Group, Sydney | Producer |
Sharon Gray | Special Group, Sydney | Digital |
Jess McLallen | Special Group, Sydney | Digital |
Lachlan Stewart | Special Group, Sydney | Social |
Jeff Seeff | Special Group, Sydney | Social |
The Glue Society | Revolver/Will O'Rourke | Director |
Ian Iveson | NA | Producer |
Michael Ritchie | Revolver/Will O'Rourke | Managing Director/Executive Producer |
Jasmin Helliar | Revolver/Will O'Rourke | Executive Producer/ Producer |
Pip Smart | Revolver/Will O'Rourke | Executive Producer |
The Glue Society | Revolver/Will O'Rourke | Post Production |
In each of these films, the coverage of the tennis during a specific tennis match is replicated down to the smallest detail, so viewers can in no way detect the difference until the moment the tennis player or tennis support staff suddenly turn to camera and announce their dinner order on Uber Eats.
Contrary to common assumption, the largest part of the Australian Open event is in fact, the TV coverage. 13 million Australians watch the tennis. We have all been trained to expect exactly what it looks like. To make the best use of our sponsorship and ad-space, we created innovative films that instead of standing out, perfectly blended in. We achieved a world-first level of brand-integration into a live sporting-event. Possible through a combination of both on-the-ground & broadcast sponsorship, ads replicated the event (so viewers couldn’t tell the difference!). The result, was an engaging cultural-moment that made UberEats, synonymous with tennis.
This campaign set out to achieve a never-before-seen level of product and brand integration to hijack the coverage of a live sporting event. It was only possible by harnessing a unique combination of both an on-the-ground event sponsorship and broadcast sponsorship of the Australian Open tennis tournament. We had to use the crew, courts, players, staff, tv assets and every other part of the real event coverage combined with nimble live media placement. A huge task, but the result made a brand that would normally be cluttered in with other event sponsor completely stand out - by perfectly blending in.