Title | UBER EATS AUSTRALIAN OPEN AMBUSH |
Brand | UBER |
Product / Service | UBER EATS |
Category | D01. Use of Film |
Entrant | SPECIAL GROUP 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 Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Julian Schreiber | Special Group | Executive Creative Director |
Tom Martin | Special Group | Executive Creative Director |
Nick Cole | Special Group | Copywriter |
Pat Alenby | Special Group | Art Director |
The Glue Society | The Glue Society | Director |
Will Sealey | Special Group | Account Manager |
Tori Lopez | Special Group | Business Lead |
Lachlan Stewart | Special Group | Social Creative |
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.