In 2019, Uber Eats chose to sponsor the most popular football club in France, Olympique de Marseille, in order to develop its brand image and consideration for the French public. Positioning itself as a facilitator during football sharing moments, for all football fans.

But Marseille isn’t a city like others. In Marseille, everything looks and feels like Marseille and it’s very difficult to fit into this culture.

How to leverage a key sporting moment of the season as a non endemic sponsor ?

In this case, how can Uber Eats leverage OM new shirt reveal by carving itself a legitimate role into this moment that usually belongs to the manufacturers, the club and the fans ?

2 Objectives :

• Brand : Develop positive brand association at local level

• Business : Increase market share in Marseille and Region

In this city like no other, football and culture are one.

OM is Marseille, Marseille is OM. The club belongs to its supporters.

So when Uber Eats wants to highlight the new club Shirt Launch, the brand wanted to offer them a piece of history from this club that channels their passion for so many years, as well as a piece of this made in Marseille culture they are so proud of.

That little extra soul from the city - it is the Supplément Marseille (The Extra Marseille).

A unique collector pack which allows fans to - on top of receiving the new Shirt exclusively - also own a piece of the club history and a slice of the city culture.

Marseille identity is so unique, and its people so proud of it that if a brand wants to be accepted, it needs to look and feel Marseille. Over confident, always excessive, popular.

That’s why we decided to not only offer the new club jersey, but to add an extra touch that will satisfy fans pride:

- Marseille is a club of its people, and they always claim that in every aspect they will be “forever first” in France

That’s why we offer its fans to be the first in France to own real dematerialized moments of their club.

- Pizza was born in Italy, but Marseille took it to the next level. That’s why we created, with Marseille’s best pizzeria, totally new recipes related to these records.

The Supplement Marseille campaign was launched the day after the new OM shirt’s reveal.

The Supplement Marseille restaurant is then available on the Uber Eats app every evening for a week.

It allows all Marseille fans to order a pizza recipe specially designed for the occasion by the most iconic Marseille’s pizzeria : La Bonne Mère.

During the week, the 10 first orders have the chance to win the complete Supplement Marseille pack.

The campaign is supported by a digital and social media plan, with the distribution of the promotional film and many social media assets. Uber Eats maximized campaign visibility by leveraging tech, football and Marseille personalities.

Objectives are focused on brand consideration (in July 2021, a few weeks after the campaign)

• Partnership awareness reached 82% among people interested in Olympique de Marseille (+5pt vs. Sept. 2020 for UE)

• Consideration for the brand is more pronounced among those interested in OM, 48% i.e. + 10pt vs. general public.

• +80% of OM fans considered Uber Eats a legitimate football sponsor (+16pt vs. Gen Pop).

• Uber Eats brand love reaches 8.2/10 for OM enthusiasts (+1.6pt vs. Gen Pop and +1pt vs. Football interested)

Campaign results

• 25 press clippings

• 35 influencers created content (8.5 estimated cumulative reach)

• 500+ orders during the campaign

• 70+ orders between 8pm and 8:01pm on best performing day

• Paid media : 5.3M views

• In-feed : 242k Facebook reach / 2.1M IG reach / 1.9M Twitter reach / 1.5M impressions and 96k interactions on OM owned channels