“Best Friends” was a film-led campaign, using iconic Hollywood talent to tell the story of an unlikely friendship blossoming on a studio set.

Uber One is a paid membership platform that allows members to save money and access benefits across Uber Eats and Uber Rides. In other words, it’s a membership exclusively for people who eat food and go places.

Other markets had struggled to land launch campaigns due to confusion around the offering. Instead of a campaign that only talked about savings, we focused on membership exclusivity and stated what Uber One is in the most straightforward way possible: “A membership for people who eat food and go places”. In doing so we made an exclusive membership scheme available for everyone.

The launch film features Hollywood icon Robert De Niro and rising British actor, Asa Butterfield. We see them form an unlikely friendship after bonding over their uniquely shared passion for eating food and going places - by eating food and going places, together.

The brief was to launch Uber One in the UK, and drive awareness of what it is and its benefits. Other markets had struggled to land launch campaigns due to confusion around the offering.

The solution was to state what it was in the most straightforward way possible: “A membership for people who eat food and go places”. In doing so we made an exclusive membership scheme for everyone.

The objective was to sign up 1.6 million Uber One members in the UK and Ireland by the end of 2023.

The campaign more than achieved its objective, with membership sign ups - at 2 million - over 25% more than the objective.

Due to the nature of the campaign design, the reach far exceeded the paid media investment - with earned media providing the vast majority of the reach, and expanding the audience.

It also managed to place Uber in conversations about eating food and going places, which could be lost in a campaign with a more nuanced message.