Situation:

Lieferando is the clear number one in the German food delivery market. For Uber Eats, building strong relationships is not just important with the in-crowd of Berlin's streetwear scene, but also with the many restaurants. This ensures a strong differentiating position in an incredibly challenging market.

Brief:

Win over Berliners with a disruptive idea demonstrating that Uber Eats understands local culture and cares about its restaurant partners.

Objectives:

Drive interest and consideration for Uber Eats in young Berliners.

Streetwear meets street food. A collab with THE streetwear brand in Berlin, creating a limited capsule collection featuring local food originals, turning these restaurants from NPCs into "main characters" in the local food hype business overnight. Dropped at a real Berlin streetwear party with more than 1000 influential attendees - Uber Eats voucher included! On top of that, Uber Eats shared its advertising spaces with selected Berlin originals, giving them even more well-deserved reach.

Street food has become an integral part of major German cities, with Berlin leading the way as the food delivery capital, known for variety. But there's also a big problem: Uniform restaurant chains bring the creative small ones down, stealing the spotlight. This is where Uber Eats steps in preserving the authentic local restaurant culture in one of the most vibrant cities in the world - Berlin.

Uber Eats wants to drive favorability and stir up Berlin's rusty food delivery market. Instead of competing with other delivery services in signing the hottest new restaurant, Uber Eats decided to turn the kebab skewer around and give something back to the restaurants and Berlin eaters instead - teaching young Berliners a thing or two about Berlin street food tradition and beating the hype at its own game.

Uber Eats kicked off the campaign with a collaboration with Overkill, introducing the fashion collection and the restaurants they each feature with the products soon to be available in the Overkill store and on the app.

They amplified the impact with a seeding phase leading up to the streetwear launch party and a general strong presence of both Uber Eats (paid and organic social, newsletters, outreach to fashion, in-app notifications, and OOH) and Overkill (organic social, OOH, POS, webstore, and in-app) during hype and drop-phases.

• Quickly sold-out capsule collection of 1000 shirts, hoodies, and caps.

• 1000 influential people attended the party, and numerous more were on the waiting list for the event, each one creating earned media on social media.

• 19% of Berlin adults are more likely to consider Uber Eats.

• Our key target group: 18–44-year-olds are 44% more likely to do so.

• Generating awareness for restaurants by shared advertising spaces.

• Very positively received by KOFs and special interest media.