Uber Carshare and F1 driver Valtteri Bottas create ‘Australia’s Second Car’ via Poem

Uber Carshare - Valtteri Bottas Second Car 2

Andy Morley said the Uber masterbrand has been “hyper-focused” on working with talents and celebrities that resonate with Australian audiences.

Ahead of this weekend’s Australian Grand Prix, Uber Carshare has unveiled the second instalment of its ‘Australia’s Second Car’ campaign with F1 driver Valtteri Bottas.

Bottas has helped design and customise a classic ute to create the perfect second car, with everything for an “epic road trip”. Led by creative agency Poem, the earned media and social campaign aims to inspire Aussies to explore the country without the limitations of their first car. 

The ute has been revamped inside and out with a fresh coat of Uber Carshare matching teal paint, mullet aeration technology, a meat pie warmer, an esky to keep drinks cold, a bike rack, a fishing rod holder, freshwater shower, a hills hoist, thong holder and even in-built sunscreen and bug repellent dispensers.

Rob Lowe, founder of Poem, called Uber Carshare a “disruptive product” in the traditional rental car category. He said the challenge has been to create an idea that is “simple, human and culturally relevant”.

“Together, I believe we’ve been able to create something really special that explains what Uber Carshare is whilst carving it a place within Aussie culture.”

Uber Carshare

Uber Carshare

Andy Morley – who was recently promoted to director of marketing for Uber APAC, as revealed by Mediaweek – said the campaign is another “major step in our journey to drive awareness of Uber Carshare.”
“Our agency village of Poem, Hello Social and EssenceMediaCom have come together to deliver something truly impactful.”

He said that the Uber masterbrand has been “hyper-focused” on creating ads and working with talents and celebrities that resonate with Australian audiences. For example, Uber Eats’ renowned work with creative agency Special Group has featured celebrities such as Victoria and David Beckham, Kim Kardashian, and The Wiggles.

“When we were first presented with the opportunity to work with Valtteri, we could see the alignments between him and our brand straight away,” Morley added.

“Valtteri has a clear love for this country, a passion for exploring new landscapes (like a true Aussie) and we couldn’t think of anyone better to provide the ultimate road trip-worthy ‘Second Car’ for Aussies to enjoy.”

In addition to Valtteri’s iconic ute, there are other cars on the Uber Carshare platform which have been given the “VB road-trip worthy seal of approval”. 

These cars will be stocked with a VB road trip kit, including a car air freshener, beach towel, drinks cooler, sunnies, and more, for the first person to book them.

Supporting the launch content is a targeted influencer campaign developed by Hello Social including Lachy McIntyre, Ella Watkins and Shepmates. Social content will be supported by media spend via EssenceMediaCom.

Client: Uber
Director of Marketing, APAC: Andy Morley
Chief Growth Officer, Uber Carshare: Mathieu Maire
Head of Brand Marketing, Uber Carshare: Tom Walter
Marketing Manager, ANZ: Ashley Martin
Creative Director, APAC: Adam Ledbury
Strategy Lead, APAC: Josh Pickstone
Communications Manager: Bonnie Ko 
Senior Social Media Associate ANZ: Chanelle Murray 
Legal Counsel, ANZ: Jessica Shao

Creative & Lead agency: Poem
Founder: Rob Lowe 
Creative: Jessica Cluff
Managing Partner: Katie Raleigh
Business Director: Rhania Farah
Senior Account Director: Erica Llorico

Director: Josh Logue
Executive Producer (Poem): Hattie Morgan 
Content Manager (Poem): Bianca Martinolli
Producer: Matthew Barber 
DOP: Simon Ozolins
First Assistant Camera: Sian Bates
Car Production: Sydney Scenery
Stills Photographer (Sydney): Reece McMillan
Stills Photographer (Adelaide): Matt Cherubino  

Offline Editor: Josh Logue 
Grade: Martin Greer
Online: Adrian Eppel
VFX: Damian Dunne

Audio post: 
Sound Designer: Kate Stenhouse (Electric Sheep Music)
Publicity/Social: Poem
Social Lead: Georgia Crean
Senior Account Manager: Robbie Purcell
Senior Account Executive: Stephanie Leung
Account Coordinator: Lauren Duncan

Media agency: EssenceMediacom
Client & planning lead: Nathaniel Thompson
Group strategy director: Marine Turner
Marketplace director: Patrick Fakiye
Digital director: Matt Leahy 

Influencer: Hello Social
Managing Director: Sam Kelly
Director of Client Experience: Madeline Marovino
Group Account Director: Nicola Hanlon
Senior Account Manager: Charlotte Shackley
Senior Account Manager: Carla Wong

Top image: Valtteri Bottas

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