Years of successful communication had clearly established Uber Eats as the market leader in online food delivery. This reputation was so successful that when the brand expanded their offering to include grocery and alcohol delivery, the job to educate the public required a massive perception shift (Even their name, Uber EATS, was working against this ambition).

Our brief was then to develop a creative and cultural idea they could activate against their Australian Open sponsorship in 2022 that would catalyse their transition to delivery of all goods.

Not only was our ‘Choose Your Own AO’ idea Uber’s most attention grabbing campaign ever, it also received the highest positive sentiment in Uber history.

What was most impressive was that people not only watched our ads, they ended up seeking them out.

7.3 million views (paid and organic)

+400 million earned media impressions

250,000 QR codes scanned

72% organic view through rate on endings