Uber Eats has launched the second instalment of its ‘Ding Dong Deals’ platform in partnership with Special and EssenceMediacom.
The campaign uses the brand’s iconic doorbell chime as a censor to bleep out the spontaneous swearing that slips out after discovering how good the deals are on the Uber Eats app.
The films, directed by Good Oil’s Adam Gunser, were inspired by the insight that Aussies and Kiwis can’t help but let an expletive fly when confronted with a bargain.
In this latest instalment, a shopping centre Santa drops his child-friendly persona after glimpsing the silly season deals on Uber Eats.
This follows one where a serene bridge game is abruptly interrupted by a $10 burger offer and another where a live news anchor can’t quite keep it together after spotting a $10 grocery deal just as the cameras roll.
Uber Eats ANZ marketing lead Margot Deltour said the latest instalment shows how good the deals can be in a playful way.
“Creating a platform to unite the breadth of deals on offer was a chance to spotlight some truly impressive value – made even more entertaining by using swearing as a creative device,” she said.
A playful approach to big deals
The rollout includes OOH placements showcasing a range of products and deals and a social series shot from the perspective of users’ front cameras capturing their reactions as the push notifications hit.
Special group creative director Alan Wilson said retail doesn’t have to be boring, and you don’t need to shout to be heard, especially in a market already full of shouty campaigns.
“So, in true Aussie and Kiwi fashion, we’re swapping shouting for swearing, because we feel that’s the kind of honesty we find entertaining,” he said.
‘Ding Dong Deals’ acts as a value layer alongside Uber Eats’ brand platform, ‘Get Almost, Almost Anything’, which reinforces the brand’s versatility across takeaway, grocery, convenience and more.
Uber Eats’ continues platform is designed to be long-running and flexible, with more content, categories and surprise offers set to roll out across the year.
The campaign forms part of a broader regional initiative to deliver value-led campaigns tailored to cultural nuances across a range of APAC markets.
Credits
Client: Uber Eats
Nicole Bardsley, Head of Marketing, Uber and Uber Eats ANZ
Margot Deltour, Marketing Lead Growth and Engagement, Delivery ANZ
Adam Ledbury, Creative Director, Uber and Uber Eats APAC
Tom Walter, Brand Marketing Strategy, Uber and Uber Eats APAC
Creative Agency: Special
Lindsey Evans & Cade Heyde, Partner/CEO
Julian Schreiber & Tom Martin, Partner/CCO
Peter Defries & Alan Wilson, Group Creative Directors, Uber APAC
Sophie Aitken & Matt Aitken, Creatives
Lauren Portelli, Managing Director
Rachel McEwen, Team Lead
Charlie Keeble, Business Director
Fabrizia Violante, Business Director
Alicia Aguilera, Business Director
Celia Garforth, Regional Executive Strategy Director
Heather Sheen, Group Strategy Director
Kellie Box, Strategy Director
Mahima Silwal, Strategist
Jo Howlett, Integrated Producer
Nick Lilley, Head of Stills
Di Williams, Stills Producer
Adam Shear, Head of Design
Cam Morris, Designer
John Rivera, Finished Artist
Jen Bailey, Finished Artist
Production Company: Good Oil
Director: Adam Gunser
EP: Juliet Bishop
Producer: Claire Richards
Casting: Peta Einberg
DP: Crighton Bone
Prod Designer: Arabella Lockhart
Editor: Mark Burnett
Post-Production: The Editors
Sound: Rumble
Media Agency: EssenceMediacom
Owned Channels & CRM: RX