Uber Eats is known for breaking the rules of traditional advertising, seeing itself as an entertainment brand and aiming to embed ourselves in culture wherever we show up. A key opportunity is our ongoing partnership with the Australian Open. With 1-in-2 Aussies tuning in to watch the tournament, it is truly a chance for the brand to own the Aussie zeitgeist around this tentpole sporting moment.

In 2021 we set out to insert the brand even more meaningfully into the shared cultural conversation created by the tournament. With so many brands plastering logos and ads in every corner, trying to create a presence through traditional means, we challenged ourselves to find a more innovative way of owning the tournament. A way to meaningfully insert our brand platform ‘Tonight, I’ll be eating...” into the action and own a moment in every game that would drive fame and orders.

We created a way for Uber Eats to own a moment in every single game without a logo in sight.We introduced an integrated second screen activation, based on the live Australian Open score; And it was simple. When the score was LOVE, Aussies could eat for the price of LOVE on Uber Eats

Every time love appeared on the scoreboard, a code for free food would instantly appear in our Instagram stories. And when LOVE disappeared, so did the codes. That means our codes were released and withdrawn up to 130 times a match and 3,640 times over the tournament, making every LOVE moment an Uber Eats moment.

The secret to Ubers’ category shaping growth is its ability to create fame making work that hacks and hijacks culture in relevant and unexpected ways. It’s how the brand continues to build top of mind saliency and maintain its position as the number 1 Online Food Delivery provider in Australia. Despite this, the category has aggressively grown in competition, with challenger brands like Menulog aggressively clawing away market share by trying to beat us at our own game.

The AO is a marquee moment for us to affirm ourselves as the market leader, ensuring we firmly entrenched ourselves in the minds and wallets of Aussies nationwide during this milestone sporting event. And with 1 in 2 Aussies tuning in to watch the tournament, this is truly about tapping into mainstream culture and owning the Aussie conversation around this beloved sporting moment.

Tennis fans (and hungry people everywhere) were glued to our social channels during the tennis, waiting for the next LOVE moment to appear throughout the 14 days of the tournament. And since our codes changed at each LOVE moment, to play along, fans had to tune into every match to know when the codes would unlock.

Our promo mechanic was designed to infiltrate the Australian open, so we partnered with the master of infiltration, Sacha Baron Cohen, to amplify the activation across various platforms.

Our Sponsorship deal gave us access to premium TV spots placed in key watching moments, with bumpers and on-screen billboards creating a truly integrated experience pointing to the scoreboard when there was love in the point score. Live reads on radio, high traffic OOH, and online video drove awareness of the promo, and daily comms on TV and social promoted that day’s prize.

Our real time AO promo campaign helped serve up a raft of impressive results for ours and our partners’ business alike across the 14 day campaign period:

- Over 100,000 code applications

- 17 million earned media impressions

- +35% increase in instagram followers, allowing us to overtake Hungry Jack’s fan base

- +8.5% increase in order sessions

- Co-marketing partners saw an extra 4k first time eaters coming to their brand

- +70% increase in Ben & Jerry’s orders compared to the week prior.