Title | MAKE LOCAL FAMOUS |
Brand | UBER EATS |
Product / Service | UBER EATS |
Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | SPECIAL Sydney, AUSTRALIA |
Idea Creation | SPECIAL Sydney, AUSTRALIA |
Media Placement | MEDIACOM Sydney, AUSTRALIA |
Production | FILM FACTORY Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Lucinda Barlow | Uber | Marketing Director APAC |
Ally Doube | Uber | Strategy Lead |
Elisa Janiec | Uber Eats | General Manager |
Bec Morton | Uber Eats | Marketing Manager - APAC |
C-Him Se | Uber Eats | Marketing Manager - Hong Kong |
Lindsey Evans | Special Group | Founding Partner |
Cade Heyde | Special Group | Founding Partner |
Tom Martin | Special Group | Partner & CCO |
Julian Schreiber | Special Group | Partner & CCO |
Eileen Cosgrove-Moloney | Special Group | Team Lead |
Celia Garforth | Special Group Australia | Group Strategy Director |
Jade Manning | Special Group | Creative Director |
Max McKeon | Special Group | Creative Director |
Vince Osmond | Special Group | Creative Director |
Emily Stewart | Special Group | Talent Director |
Lachlan Stewart | Special Group | Social Lead |
Gillian Last | Special Group | Business Director |
Sarah McKie | Special Group | Social Media Specialist |
Desmond So | Uth Creative | CEO |
Kale Ng | Uth Creative | Account Director |
Jack Wong | Uth Creative | Senior Account Executive |
Cathy Chan | Uth Creative | Account Executive |
Marco Liu | Uth Creative | Senior Copywriter |
Matthew Leung | Uth Creative | Copywriter |
Moose Cheung | Uth Creative | Senior Multimedia Designer |
Silent Wong | Film Factory | Director |
May Tang | Film Factory | Producer |
Uber Eats launched in Hong Kong in 2016, but without much marketing support, it hasn’t fulfilled its growth potential. Even after 4 years since launch, awareness of the Uber Eats’ brand was only 37%. Despite the category growing exponentially due to covid in 2020, we weren’t getting a slice of the pie vs competitors who were ramping up brand spend. By early 2021, restaurants began dropping off the platform. We had to act fast to reverse the trend, but with a tight budget. Our brief: Launch Uber Eats Hong Kong’s first ever brand campaign, ideally using the global creative platform - Tonight, I’ll be Eating… Objectives: Improve restaurant partner engagement so they feel it’s worthwhile being on the app (prevent churn). Drive up brand awareness by at least 3 points (consumer). Close the gap on the closest competitor in terms of acquisitions and app downloads.