Title | UBER EATS NO REPEATS |
Brand | UBER EATS |
Product / Service | UBER EATS |
Category | A14. Innovation in Branded Content |
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 |
Name | Company | Position |
---|---|---|
Julian Schrieber | Special Group | Partner & CCO |
Tom Martin | Special Group | Partner & CCO |
Josie Fox | Special Group | Senior Creative |
Harry Stanford | Special Group | Senior Creative |
Mark Starmach | Special Group | Creative |
Alastair Flack | Special Group | Creative |
Pat Allenby | Special Group | Creative |
Nick Cole | Special Group | Creative |
Nils Eberhardt | Special Group | Creative Director |
Jack Nunn | Special Group | Creative Director |
Jade Manning | Special Group | Creative Director |
Vince Osmond | Special Group | Creative Director |
Angel McMullan | Special Group | Creative |
Laura Grimshaw | Special Group | Creative |
Cade Heyde | Special Group | Founding Partner & Managing Director |
Lindsey Evans | Special Group | Founding Partner & CEO |
Eileen Cosgrove-Moloney | Special Group | Team Lead |
Tori Lopez | Special Group | Team Lead |
Celia Garforth | Special Group | Strategy Director |
Sharon Gray | Special Group | Digital Producer |
Jesse McLallen | Special Group | Digital Creative |
Paul Johnston | Special Group | Executive Producer |
Will Sealey | Special Group | Business Director |
Emily Stewart | Special Group | Casting Director |
Emily Willis | Special Group | Producer |
Georgie Jeffreys | Uber Eats | Head of Marketing, US & Canada |
Rebecca Kemp | Uber Eats | Senior Marketing Manager |
Josh Pickstone | Uber Eats | Marketing Strategy Lead |
Nick Vindin | Uber Eats | Communications Lead |
Tim Broxup | Uber Eats | Regional Marketing Manager |
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.
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. Last year, our ads posed as part of a moment in the game, this year viewers enjoyed comedic moments beyond the ad break and live tennis. No moment was safe from ‘Tonight I’ll be Eating’, with our ads masquerading as refreshers, replays, classic moments reels, interviews and player statistics graphics. So in 2020 we made repetition our enemy. 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.