Uber and Special Australia have enlisted Aussie celebrities to spread awareness of the perks of its new membership program, Uber One.
In a category first, the membership gives access to savings and exclusive perks across both Uber and Uber eats, giving members savings of around $30 every month. The campaign itself was created in response to consumer confusion over the membership products, taking the opportunity to clarify things.
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The hero spot is kicked off by the phrase “a membership for savings and exclusive perks”, with the phrase being reinterpreted by each star in a game of celebrity whispers, where each attempt is worse than the prior.
The spot features Danii Minogue, former Bachelor Tim Robards, Neighbours star Ian Smith, Drag Race’s Coco Jumbo and food critic and former MasterChef judge Matt Preston.
Creative director at Special, Sarah Parris said: “Being a new membership, across both Uber & Uber Eats, with multiple benefits across both platforms, we knew Uber One could create some confusion. We decided to embrace the complication and confuse things even more with a bunch of celebs who self-referentially tease themselves to create clarity.”
Andy Morley, director of marketing at Uber said: “We wanted to spread the word on the benefits of Uber One membership, as it can really offer value to those who use the Uber and Uber Eats apps regularly. And what better way to let Aussies know than through some of our favourite stars!
“We know that membership propositions are often very complex to explain due to the multiple layers of benefits and information needed to communicate, often leading to dry, functional creative. However, our agency partners have (yet again!) overcome this challenge through brilliant strategic thinking, bold creativity with cultural charm, building a launch programme for Uber One which we’re incredibly excited about.”
The campaign will roll out across TV, BVOD, OLV, OOH, DOOH, social and owned channels.
Credits
Creative Agency: Special
Founding Partners/Co-Ceo : Lindsey Evans & Cade Heyde
Partners & Co-Cco: Julian Schreiber & Tom Martin
Creative Directors: Sarah Parris, James Sexton & Wayne Ching
Creatives: Jack Wall & Phillip Harkness
Managing Director: Tori Lopez
Business Director: Gill Last
Business Manager: Armaity Pavri
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Head Of Production: Sevda Cemo
Tv Producer: Margot Fitzpatrick
Stills Producer: Danielle Senecky
Digital Producer: Stacey Szabo
Head Of Design: Adam Shear
Designer: Sabine Schwarz
Social Lead: Sarah Mckie
Media Agency: Mediacom
Social Agency: Hello Social
Film Production: Good Oil
Director: Dave Wood
Cinematographer: Marty Williams
Executive Producer: Sam Long
Producer: Lee Thomson
Post Production: The Editors
Editor: Jack Hutchings
Post Producer: Rita Gagliardi
Colourist: Fergus Rotherham
Online Operator: Soren Dyne
Sound: Rumble Studios
Sound Engineer: Tone Aston
Stills Production: Chee Productions
Photographer: Chrisopher Tovo
Executive Producer: Matt Chee
Executive Producer: Tamiko Chee
Retouching: Cream
Retoucher: David Mcneil