Why is this work relevant for Entertainment?

Uber Eats as a marketing strategy strives to create not just ads but explosions in popular culture to promote themselves. Trying to build on this competitive edge and raise the cultural bar again, we used their long running ‘Tonight, I’ll be eating…’ platform to not just be part of culture, but to create it. By pairing Chi-Ling and Wu-Bai, our aim was to create viral, unskippable content which cuts-through in a world of short attention spans and constant scrolling. We wanted to create branded content that wasn’t seen as advertising, rather it was watched, shared and engaged with by choice.

Background

In a time where online food delivery was a relatively new concept in Taiwan and recognition was still low, we needed a campaign which would generate mass awareness for Uber Eats. After two incredibly successful instalments of the influencer-led campaign, ‘Tonight, I’ll Be Eating’ we also needed to top the success and cultural impact of our previous two duos. Our next big challenge was to not only go bigger with our third celebrity pairing, but to create more brand fame and unmissable entertainment by launching our most unexpected duo yet.

Describe the creative idea

Enter Chi-Ling and Wu-Bai. Chi-Ling is one of Taiwan's most successful international supermodels, who fans were delighted to see return following her recent stint overseas. To complete one of our most surprising duos yet, we paired the girly Chi-Ling with an unlikely companion, rock singer Wu-Bai. Often anecdotally dubbed Taiwan’s very own Bruce Springstein, Wu Bai is known for his rocker style and love of wind machines. In a twist no one saw coming, rock lover Wu-Bai joined Chi-ling and her world of glamour. The duo joined each other in various beauty activities, such as using a jade face roller and a hair dryer.

Describe the strategy

Building on the success of Uber Eats in Australia and New Zealand we expanded the ‘Tonight I’ll be eating’ platform into Taiwan. After two incredibly successful instalments of the influencer-led campaign, ‘Tonight, I’ll Be Eating’ had been extremely successful in simultaneously generating rapid awareness and gaining market share. But our next big challenge was to not only go bigger with our third celebrity pairing, but to create more brand fame and unmissable entertainment by launching our most unexpected duo yet.

Describe the execution

Our third iteration of the Taiwan campaign leverages the platform which projects Uber Eats beyond food delivery service and injects it into the heart of both local and global culture. The ‘Tonight, I’ll Be Eating’ campaign starring Chi-Ling and Wu-Bai immediately created cultural shock waves. So much so that The prime minister of Taiwan himself began using ‘Tonight, I’ll Be Eating’ in his own social media. The campaign even ignited a viral trend which saw people spoof the ad with their pets, friends, and sometimes inanimate objects.

Describe the outcome

The campaign was an instant viral sensation. Achieving 50+ individual PR pieces across broadcast, online and print media, in just two weeks. It’s safe to say the films succeeded in generating a huge amount of internet chatter.