The summer of tennis delivers Uber Eats smash hit business results
Food delivery service, Uber Eats, partnered with the Australian Open, to promote their “Tonight I’ll be Eating” campaign. The AO x Uber Eats partnership became one of the most engaging advertising campaigns of 2020, and significantly increased consideration and purchase intent for Uber Eats.
Solution:
The solution was a collaborative effort between key stakeholders the Special Group, Tennis Australia and Nine, to utilise Nine’s airtime to creatively integrate Uber’s FIB TVCs within our Australian Open broadcast. Blurring the line between content and advertising.
Execution:
The solution was brought to life across Nine by successfully intertwining Uber’s creatives into The Australian Open through strategic TVC placement, paired with overall sponsorship entitlements to maintain front of mind exposure throughout the summer of tennis. The Uber Eats integration effectively incorporated an iconic and well-liked Australian character, Sharon Strzelecki, capturing viewers attention with humour. Branding was strong, and on theme with other Uber Eats ads during Nine's Australian Open coverage.
Results:
BRAND AWARENESS
up 5% pts
year-on-year
CONSIDERATION
up 8% pts
year-on-year
PREVIOUS 4 WEEK PURCHASE
up 11% pts
year-on-year
Source: Gemba brand health study 2020.