Uber introduces ‘Australia’s Second Car’ in new spot via Special
Uber has positioned its latest offering, Uber Carshare, as ‘Australia’s Second Car’ in a new spot from Special Australia.
In early 2022, the rideshare giant acquired Car Next Door, a peer-to-peer car sharing platform, and has since relaunched it as Uber Carshare.
The spot features a woman introducing us to her first car, and her many, many second cars through the platform. It follows her through a number of scenarios from moving furniture with an SUV, to ordering at the drive-thru and doing family airport runs – we even see her introduce her second husband, in her second car, at her second wedding.
The new campaign aims to re-define multi-car ownership, in a time of tight budgets and consumer pockets, rising cost of living and interest rate hikes. It provides an alternative to buying a second (or third, or fourth) car, which would be an unrealistic dream for many Australians.
Uber ANZ’s head of marketing, David Griffiths, said: “Australia has one of the highest rates of private car ownership globally, with more than half of Australian households owning more than one car.
“We know that a lot of these second cars are bought for a particular use case and sat idle for the rest of the time, so with this launch we wanted to show how Uber Carshare is the ideal solution for those second car needs,” he continued. “We’re excited to bring this new campaign to a more mainstream audience and showcase car sharing with the Uber convenience Aussies know and love.”
James Sexon, creative director for Uber APAC at Special, added: “Like 92% of Australians, I’m a proud car owner. But not too proud to acknowledge its shortcomings. So the idea of being able to access thousands of second cars that can do all the things my car can’t, just makes sense.”
The campaign is live across BVOD, online, digital, CRM, OOH, radio and social.
Credits:
Client: Uber
Director of marketing, APAC: Andy Morley
Head of marketing, ANZ: David Griffiths
Chief growth officer, Uber Carshare: Mathieu Maire
Mobility marketing, ANZ: Marine Blanchetier
Head of marketing, Carshare: Kacy Ratta
Marketing campaign lead: Sarah Louie
Creative director, APAC: Adam Ledbury
Media lead, APAC: Louisa Chu
Creative agency: Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Uber APAC creative directors: James Sexton & Sarah Parris
Creatives: Jack Wall & Phillip Harkness
Managing director: Lauren Portelli
Team leads: Laura Little & Rebecca Grant
Business director: Ed Nash
Business manager: Genevieve Bowes
Head of strategy: Celia Garforth
Senior strategist: Phoebe Fielding
Head of film production: Sevda Cemo
Senior producer: Alyce Guy
Head of stills: Nick Lilley
Stills producer: Emily Willis
Digital producer: Stacey Szabo
Head of design: Adam Shear
Designer: Maria Ancines
Finished art: John Rivera
Creative services manager: Kristie Dagg
Production: Mofa
Director: Yianni Warnock
Executive producer: Llew Griffiths
Producer: Linzee Rose
DOP: Campbell Brown
Post production: The Editors
Post producer: Adrian Konarski
Offline editor: Mark Burnett
Grade: Ben Eagleton
Online: Stu Cadzow
Audio post: Rumble
Sound designer: Tone Ashton
Retouching
Retoucher: Nick Mueller
Media agency: EssenceMediacom
Client & planning lead: Nathaniel Thompson
Group strategy director: Marine Turner
Marketplace director: Patrick Fakiye
Digital director: Matt Leah
Social agency: Hello Social
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Car Next Door
David Griffiths
James Sexon
special
Special Australia
Uber
Uber Carshare
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