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 continue to catalyse their transition to delivery of all goods.

To overcome Uber Eats’ entrenched perception as solely a food delivery service and educate the public of the extensive range of choice now available via the service, we created a campaign that offered Australian Open viewers as much choice as the service itself. We created a world-first interactive TV campaign - Choose Your Own AO - and let viewers choose how our commercials ended.

While we’ve gotten used to the idea of accessing so many parts of our lives on demand, doing our grocery shopping like this is still a foreign concept. Yet we often find ourselves in situations where we need groceries or drinks right away. In order to make Aussies realise the benefits of getting more than just food delivered on demand, we leveraged the shared cultural spectacle of the Australian Open to demonstrate how Uber Eats can immediately solve any unforeseen moments.

Over the three week period the campaign ran, there were three broadcast films and twelve digital endings including nine social film endings, an interactive 360 image, a playlist on soundcloud and an ASMR clip. We had placements across TV, YouTube, Facebook, Instagram, Twitter and SnapChat.

The three hero broadcast films - featuring tournament stars Ash Barty, Nick Kyrgios and Todd Woodbridge - each set up dramatic moments of need; an on-court blackout for Ash, a moment of frustration towards the umpire for Nick, and Todd losing his voice while in the middle of commentating. Then we handed control over to the audience to choose (via QR code on screen) a grocery product to view for the ending that solves that moment of need.

Each product directed viewers to a surprising and rewarding digital conclusion to the broadcast spot, all based on the new products Uber Eats was offering.

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