|Title||UBER EATS NO REPEATS|
|Product / Service||UBER EATS|
|Category||B03. Use of Broadcast|
|Entrant||SPECIAL GROUP Sydney, AUSTRALIA|
|Idea Creation||SPECIAL GROUP Sydney, AUSTRALIA|
|Media Placement||MEDIACOM Sydney, AUSTRALIA|
|Production||REVOLVER Sydney, AUSTRALIA|
|Post Production||THE GLUE SOCIETY Sydney, AUSTRALIA|
|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|
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.
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.
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.
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.
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.