Cannes Lions

Uber ZigZag

SHACKLETON PART OF ACCENTURE INTERACTIVE, Madrid / UBER / 2019

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Overview

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Credits

Overview

Background

Uber wanted to announce its new sponsorship as the Mobility and Innovation partner of Real Betis Balompié through a public and beneficial action for both brands. And, given that Christmas 2018 was approaching, they wanted to use the action to raise awareness about a social cause shared by the two entities: the risk of driving after consuming alcoholic beverages and reminding people that there are alternative forms of transport for travelling safely.

The objectives were as follows:

- To raise awareness about the risks of driving under the influence of alcohol.

- To announce the sponsorship agreement between Real Betis and Uber.

- To launch the message in a place where the consumption of alcohol is very common and that has a big media impact; a football pitch.

Idea

We created the illusion in front of 60,000 fans, sports journalists and television cameras that the football pitch on which the La Liga game was going to take place had a halfway line down the pitch that was completely crooked. We had two major handicaps. Firstly, the spectators had not come to see the action, but rather the game their team was playing. Secondly, football pitches are places that are overexposed to advertising (it can be found on the shirts, around the goals...). In order to overcome both barriers, ‘Uber ZigZag’ was created, an action with a very powerful image (the halfway line of the Benito Villamarín Stadium was completely distorted, in an uneven zigzag) and in an innovative way with very few words it explained a very broad message. Thus, we showed that, even in a very saturated media, and with very few words we could make our message

Strategy

In order to increase the scope of the action, influencers and Instagrammers were invited to the game without revealing anything about the action to them, and they covered the story from inside. Also, through the SM of Uber, the club, and the media in attendance, the action was experienced outside the stadium in real time, conveying the experience of the fans to the digital environment.

As this was an idea that was expressed in few words, the images of the pitch, and of its subsequent resolution, quickly went viral among those attending the match via Twitter, Instagram and WhatsApp.

The impact of the video of the action on social networks showed that its interest and its message went beyond the time and the place where it was launched.

Execution

The action took place min before the First Division match played between Real Betis and SD Eibar at the Benito Villamarín Stadium in Seville, on 22 December. We installed a layer of imitation grass on the pitch that had to fulfil two functions: cover and hide the original line and draw a new line with a zigzag deformation. Also, we needed to be able to remove the surface in a matter of seconds without damaging the playing area,

Having captured the attention of the 60,000 fans, journalists, refereeing team, coaches, the players, and in the midst of certain confusion and expectation, a few minutes before the start of the match, a group of volunteers removed the layer of grass within a few seconds, revealing the original line in perfect condition, while unfurling a banner with the message “If you drink and drive, everything gets distorted”

Outcome

The action had a great impact in the media, appearing a few hours later in the main television channels and press outlets in the country. However, it went even further. In the following hours it reached other countries such as Argentina, Canada, India and Brazil which also reported the story. In total, these were its results:

- More than 50,000,000 users impacted

- More than 900 publications in the media (including news stories, such as the News on Antena3 and TV3, and it made the front page of the main sports newspapers, such as AS and Marca.

- More than 60,000 live spectators.

- More than 1,000 mentions on social networks.

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