Effies
Australia
‘Tonight, I’ll be eating…’
Agency
Special Australia
Client
Uber Eats Australia
Awards
Gold
Long Term Effects
The Grand Effie
The Effective Advertiser Award
Summary
In five years, Uber Eats Australia has gone from fourth-to-market start-up bet inside parent-brand Uber (known for rideshare), to #1 online-food-delivery (OFD) brand - in the process, upheaving entrenched takeaway behaviours to create a new, ubiquitous category.
Ruthless commitment to consistent, long-term brand marketing through the 'Tonight, I'll be eating...' platform was pivotal to this success, establishing the brand's distinctive assets from scratch and creating sustained, market-leading salience and acquisition growth. Despite increasing competition, the campaign has delivered compounding value and higher ROI each time it runs.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| Celia Garforth | Author / Head of Strategy | |
| Cade Heyde | CEO | |
| Tom Martin | CCO | |
| Julian Schreiber | CCO | |
| Tori Lopez | Head of Business Management | |
| Lynsey Mogridge, Mediacom | Client Director | Mediacom |
| Tim Hull, Mediacom | Strategy Director | Mediacom |
| Georgie Jeffreys, Uber Eats | Head of Marketing | Uber Eats |
| Ally Doube, Uber Eats | Head of Brand Strategy, APAC | Uber Eats |
| Lucinda Barlow, Uber Eats | APAC Chief Marketing Officer | Uber Eats |
| Andy Morley, Uber Eats | Head of Marketing, ANZ | Uber Eats |
| Ally Doube, Uber Eats | Author / APAC Head of Brand Strategy | Uber Eats |
Category Sponsors
YouTube
ThinkTV
