Bronze Spike

Case Film

Presentation Image

Product / ServiceUBER EATS
CategoryB03. Use of Broadcast
Media Placement MEDIACOM Sydney, AUSTRALIA


Name Company Position
Tom Martin Special Group Partner & CCO
Julian Schrieber Special Group Partner & CCO
Josie Fox Special Group Senior Creative
Harry Stanford Special Group Senior Creative
Alastair Flack Special Group Creative
Mark Starmach Special Group Creative
Vince Osmond Special Group Creative Director
Jade Manning Special Group Creative Director
Jack Nunn Special Group Creative Director
Nils Eberhardt Special Group Creative Director
Nick Cole Special Group Creative
Pat Allenby Special Group Creative
Angel McMullan Special Group Creative
Laura Grimshaw Special Group Creative
Lindsey Evans Special Group Founding Partner & CEO
Cade Heyde Special Group Founding Partner & Managing Director
Eileen Cosgrove-Moloney Special Group Team Lead
Tori Lopez Special Group Team Lead
Will Sealey Special Group Business Director
Paul Johnston Special Group Executive Producer
Celia Garforth Special Group Strategy Director
Emily Stewart Special Group Casting Director
Emily Willis Special Group Producer
Sharon Gray Special Group Digital Producer
Jesse McLallen Special Group Digital Creative
Georgie Jeffreys Uber Eats Head of Marketing, US & Canada
Rebecca Kemp Uber Eats Senior Marketing Manager
Tim Broxup Uber Eats Regional Marketing Manager
Nick Vindin Uber Eats Communications Lead
Josh Pickstone Uber Eats Marketing Strategy Lead

Why is this work relevant for Brand Experience & Activation?

We didn’t just sponsor the Australian Open. We won it. We created a series of TV ads that were seamlessly integrated into the tennis, making viewers think our advertising was part of the live broadcast. Our Uber Eats No Repeats campaign brought the highly successful Tonight I’ll Be Eating brand platform to life in a way that surprised and delighted Australian tennis fans in a different way each day of the tournament. We turned what could have been a repetitive onslaught of the same ad on repeat into an engaging series.


The Australian Open is one of the biggest sporting events in a country which is obsessed with sport. It runs all day, every day for two weeks and is watched by hundreds of thousands of people. With ad breaks every change of ends, there is a huge opportunity for sponsorship, but also a major risk of over saturation. Over the course of the tournament, some ads are seen 1900 times. In 2019, Uber Eats ran ads that tricked the viewer into thinking they were watching live tennis, but it was always the same moment. So in 2020 we made repetition our enemy. In 2020 we had to leverage our Tonight I’ll be Eating campaign, in a way that was highly relevant to the Australian Open, but would not put viewers off, who were sick of seeing the same ads on repeat.

Describe the creative idea (20% of vote)

We created a different ad for every day of the tournament, always playing off a different moment of the tennis. Whether it was water breaks, graphics, slow motion replays, commentators, classic moments or press conferences, no moment was safe from becoming an Uber Eats ad. This meant viewers were constantly surprised and kept guessing what was coming next.

Describe the strategy (20% of vote)

We sponsored the Australian Open for the second year in a row, which was a bold move considering the success of last year’s now famous “Australian Open Ambush” campaign. Our quest was an undeniable challenge...to beat last year’s triumph. The Australian Open campaign from the year before had already propelled the brand into a category leader position and from a brand perspective, our awareness had peaked. We set ourselves a goal to heighten the fame of the brand by firmly cementing ‘Tonight I’ll Be Eating’ into culture; and to use this strategy to expand our existing demographic. We did this by: - Creating cultural moments, not ads by finding new innovative and newsworthy ways of getting ‘Tonight, I’ll Be Eating...’ into newsfeeds and onto the national news - Earned media approach. This involved using top tiered talent and media partnerships which was achieved through sponsorships and celebrities.

Describe the execution (30% of vote)

We only bought ad spaces which were at the end of each commercial break, leaving viewers thinking that there were back watching the live broadcast. We used the same stadium, cameras, players, commentators, even match outfits, that were used during the exact live match that was playing. Because of this, no one was expecting it when they turned to the camera and delivered a 'Tonight, I’ll be Eating...' line. The campaign ran during the 14 days of the tournament itself, during moments of live broadcast tennis.

List the results (30% of vote)

For our Uber Eats No Repeats campaign, topping the success of the year before was no easy feat. However, this campaign managed to earn over 11 million impressions and 6.8 million video views, which was up 11% from the year before. We proved that as long as you keep things fresh, people are willing to watch the ads.