Background

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 biggest-ever brand campaign, ideally using the global creative platform - Tonight, I’ll be Eating… Objectives: Improve restaurant partner satisfaction 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.