Uber Eats Adds New Brand Platform in Special’s Latest Campaign

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Uber Eats launched a new branding platform and campaign, titled “This Calls For” through independent creative agency Special Group to promote the new grocery and alcohol service available within Uber Eats.

The “Tonight I’ll Be Eating” brand platform, which was launched in 2017 with Special, will continue to be the global brand platform.

In one of the campaign’s 30-second spots, titled “Promotion,” two people are together, one telling the other that he got a promotion, to which the other responds by saying that the occasion calls for champagne. It is then revealed that the promotion is not as big as it was thought, with the buyable alcohol gradually being downgraded to a six-pack.

For the grocery delivery service, one of the 30 second spots sees someone gifting a senior citizen a Christmas sweater, only to be visibly uncomfortable and sweaty. The person then orders Powerade and deodorant from the Uber Eats grocery department.

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Special Creative Co-Chief Julian Schreiber commented, “This campaign is deliberately setting a whole new tone for Uber Eats, flagging new categories, including grocery and liquor delivery for the brand. That said, it does use so many iconic aspects of “Tonight I’ll Be Eating,” which will continue to live on as the brand’s global platform – like the daring on-camera and doorbell announcement. We hope that “This Calls” becomes equally memorable for Australians. “

Lucinda Barlow, Senior Director of Uber and Head of Marketing APAC, said: “Until now, Australians often had to wait until the next day for their groceries to be delivered, which required a lot of planning, which is becoming increasingly important. harder with the unpredictability of life in 2021. We’ve all found that the real skill of navigating life today is about making the most of now, without missing a beat. With groceries, alcohol and more on the platform, Uber Eats helps you get what you need, when you need it, and this campaign brings that convenience message to life every day. .

David Griffiths, Marketing Manager, Uber Eats ANZ, added, “We are proud and excited to launch our latest grocery and alcohol awareness campaign on Uber Eats. It’s one of our biggest, boldest and most complex campaigns we’ve ever launched. A six-month project in the works where we’ve deliberately selected and partnered with some of the best in the business to expand the brand into real-world scenarios that Uber Eats can now help solve. The campaign is made up of a wide range of content broadcast on traditional, digital and social media. A big thank you once again to our friends at Special Group. ”

The campaign will be broadcast on television, social media, digital, radio and outdoor advertising.

Examples of assets [Click to enlarge]

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Credits:

CUSTOMER: UBER EAT

SENIOR DIRECTOR, APAC MARKETING MANAGER: Lucinda Barlow

ANZ MARKETING DIRECTOR: Andy Morley

UBER EATS ANZ MARKETING MANAGER: David Griffiths

BRAND MANAGER: Channa Goonasekara

NEW VERTICAL MARKETING MANAGER: Margot Deltour

HEAD OF THE APAC STRATEGY: Ally Doube

GLOBAL CREATIVE DIRECTOR: Viktor Jacobsson

AGENCY: SPECIAL

Co-CCO / PARTNERS: Tom Martin and Julian Schreiber

APAC CREATIVE DIRECTORS: Max McKeon and Sarah Parris

CREATIVE TEAM / CREATIVE DIRECTORS: Simon Gibson & Nils Eberhardt

CREATION TEAM: Jeff Seef and Joel Grunstein

CEO / PARTNERS: Lindsey Evans and Cade Heyde

SALES MANAGEMENT MANAGER: Tori Lopez

SALES DIRECTOR: Caity Cowper

SALES DIRECTOR: Dharsh Sundran

STRATEGIC PARTNER: Dave Hartmann

GROUP STRATEGY DIRECTOR: Celia Garforth

FILM PRODUCTION MANAGER AND EXECUTIVE PRODUCER: Sevda Cemo

INTEGRATED PRODUCER – SOCIAL: Stephanie Wilkinson

PRODUCTION COORDINATOR: Fiona Dunn

ALCOHOL PRODUCER: Sonia Ebrington

DIGITAL PRODUCER: Stacey Szabo

DESIGN MANAGER: Adam Shear

PRODUCTION COMPANY: REVOLVER

DIRECTOR: Steve Rogers

CINEMATOGRAPHER: Lachie Milne

MANAGING DIRECTOR: Michael Ritchie

EXECUTIVE PRODUCER: Pip Smart

PRODUCER: Caroline Kruck

EDIT HOUSE: The Editors

EDITOR: Alexandre de Franscheschi

POST PRODUCER: Liv Reddy

POST PRODUCTION: The Editors

COLOR: Ben Eagleton

SOUND STUDIO: Rumble Studios

SOUND ENGINEER: Tone Ashton, Cameron Milne, Liam Annert

PHOTOGRAPHER: Danny Eastwood

PHOTOGRAPHY CO PRODUCTION: Pool Collective

EXECUTIVE PRODUCER: Cameron Gray

PHOTOGRAPHY ARTISTIC DIRECTOR: Cherith Crozier

RETOUCHING: Electric Art Cream

MEDIA: Mediacom


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