French people are still ashamed of using delivery services, but in the same time struggle to handle everything in their daily lives. We installed a communication strategy to work towards social acceptability of using delivery services, but in a funny way: letting know to French that we know that sometimes, they use Uber Eats, even if they are ashamed of it, with the campaign ‘ça arrive’ / It happens. Also, with Uber Eats, it is now possible to have almost anything delivered: to order food and non-food groceries. With notifications on smartphones, the brand reminded it a few times, but French people still don’t know about this new offer. Then, how to make most of French people aware of it? And how to show Uber Eats’s delivery offer depth?

We decided to hack a full ad-break at a key moment gathering a big audience: Sunday’s evening film on TF1, first French TV channel (and even #1 in Europe).

We reached out brands’ that are popular among French (Burger King, Oasis, Extrême, Celio) to join the ad-break to hack them, with the Uber Eats thanks to our notifications on their ads, and with our brand ton of voice: humor, complicity, delivery exculpation.

We definitely chose this airtime because for years, it has been a major prime time, where more than 20% of audiences are in front of TF1. We also chose a Sunday where a big movie was broadcasted: a Marvel movie, movies breaking box office every year in France, and chose the ad-break just before the film, maximizing audience.

Today, Uber Eats services are available to more than 70% of the French population, making the target audience of the brand very large: all French people living in big, medium and small cities. Truth is, brands struggle to get audience attention on TV even for 30’, so how to manage to get a 3 minutes attention ? By inviting in other brands ads.

TV - on Sunday prime time on french TV channel TF1, first European TV channel.

Aired during prime time just before the Marvel movie on Sunday, September 18, 2022, on the first european TV Channel

3.2M people hacked

TT in France

+17% positive sentiment

+400% Google search

+15k more users on the app

+27% traffic

+2.6% growth

-5K€ production cost