Confused celebrities shine light upon Uber One via Special

1 August 2022
 

Creative Agency: Special Australia
Media Agency: MediaCom

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“We wanted to spread the word on the benefits of Uber One membership."

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 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.

Creative director at Special, Sarah Parris said: “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.

Andy Morley, director of marketing at Uber said: “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!"

The campaign will come to life in TV, BVOD, OLV, OOH, DOOH, Social and Owned channels.

Credits

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

Retouching: Cream

Retoucher: David Mcneil


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