Uber has enlisted the help of Dannii Minogue, former Bachelor Tim Robards and Neighbours legend Ian Smith to spread awareness of the many perks in its new membership programme, Uber One in a new campaign via Special.
In a first for the category, Uber One membership gives access to savings and exclusive perks across both Uber and Uber Eats, with members saving around $30 every month. But with such a broad array of benefits across two sides of the business, and general consumer confusion over membership products, Uber saw the confusion as an opportunity to clarify things.
In the hero spot, the phrase “A membership for savings and exclusive perks” kicks off a wild, lightning quick game of Celebrity Whispers, with each star gaining an increasingly incorrect understanding of Uber One membership. The result is a rapid-fire reinforcement of the benefits of Uber One.
The rest of the integrated campaign, created by Special, dives deeper into the details, leveraging the culturally relevant confusion of more celebrities, including Drag Race’s Coco Jumbo and food critic Matt Preston.
Says Sarah Parris, creative director at Special: “Being a new membership, across both Uber & Uber Eats, with multiple benefits across both platforms, we knew Uber One could create some confusion. We decided to embrace the complication and confuse things even more with a bunch of celebs who self-referentially tease themselves to create clarity.”
Says Andy Morley, director of marketing at Uber: “We wanted to spread the word on the benefits of Uber One membership, as it can really offer value to those who use the Uber and Uber Eats apps regularly. And what better way to let Aussies know than through some of our favourite stars!
“We know that membership propositions are often very complex to explain due to the multiple layers of benefits and information needed to communicate, often leading to dry, functional creative. However, our agency partners have (yet again!) overcome this challenge through brilliant strategic thinking, bold creativity with cultural charm, building a launch programme for Uber One which we’re incredibly excited about.”
The campaign will come to life in TV, BVOD, OLV, OOH, DOOH, Social and Owned channels.
CLIENT: UBER & UBER EATS
SENIOR DIRECTOR OF MARKETING, APAC: LUCINDA BARLOW
DIRECTOR OF MARKETING, ANZ: ANDY MORLEY
MARKETING MANAGER MEMBERSHIPS: DAN GREENBERG
MARKETING MANAGER, NEW VERTICALS – UBER EATS: MARGOT DELTOUR
CREATIVE AGENCY: SPECIAL
FOUNDING PARTNERS/Co-CEO : LINDSEY EVANS & CADE HEYDE
PARTNERS & Co-CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTORS: SARAH PARRIS, JAMES SEXTON & WAYNE CHING
CREATIVES: JACK WALL & PHILLIP HARKNESS
MANAGING DIRECTOR: TORI LOPEZ
BUSINESS DIRECTOR: GILL LAST
BUSINESS MANAGER: ARMAITY PAVRI
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
STRATEGY DIRECTOR: KELLIE BOX
HEAD OF PRODUCTION: SEVDA CEMO
TV PRODUCER: MARGOT FITZPATRICK
STILLS PRODUCER: DANIELLE SENECKY
DIGITAL PRODUCER: STACEY SZABO
HEAD OF DESIGN: ADAM SHEAR
DESIGNER: SABINE SCHWARZ
SOCIAL LEAD: SARAH MCKIE
MEDIA AGENCY: MEDIACOM
SOCIAL AGENCY: HELLO SOCIAL
FILM PRODUCTION: GOOD OIL
DIRECTOR: DAVE WOOD
CINEMATOGRAPHER: MARTY WILLIAMS
EXECUTIVE PRODUCER: SAM LONG
PRODUCER: LEE THOMSON
POST PRODUCTION: THE EDITORS
EDITOR: JACK HUTCHINGS
POST PRODUCER: RITA GAGLIARDI
COLOURIST: FERGUS ROTHERHAM
ONLINE OPERATOR: SOREN DYNE
SOUND: RUMBLE STUDIOS
SOUND ENGINEER: TONE ASTON
STILLS PRODUCTION: CHEE PRODUCTIONS
PHOTOGRAPHER: CHRISOPHER TOVO
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO CHEE
RETOUCHER: DAVID MCNEIL