How Uber Eats was the real winner of the Australian Open: Eye-grabbing campaign which saw tennis stars order their favourite dishes hailed as runaway success
- A unique Uber Eats Australian Open tennis campaign got tennis fans in a spin
- The advertisement seamlessly transitions from the ad to the live coverage
- Includes players talking into the camera telling viewers what they’ll eat tonight
- Campaign proved popular but some other fans weren’t to receptive to the ad
Novak Djokovic might have secured his 15th singles title at the Australian Open on Sunday but there was another distinct winner from this year’s tournament.
The Australian Open, like any Grand Slam, draws big money from sponsorships from companies like Kia, ANZ and Rolex. But they also has a string of lower tier sponsors.
One of these lower tier sponsors was Uber Eats, and despite spending a relatively modest amount on their campaign it was the one that everyone was talking about.
Novak Djokovic might have secured his 15th singles title at the Australian Open on Sunday but there was another winner at the tournament
Rafa Nadal was one of the tennis players to take part in Uber Eats remarkably successful campaign
Many were quick to praise the unique idea put forward by advertising company Special Group in partnership with Uber.
The advert began with what appeared to be a live shot of the Rod Laver Arena.
The camera pans to a pensive tennis player (Caroline Wozniacki, Nick Kyrgios and Rafa Nadal all took part in the campaign) who looked ready to resume battle.
The player would then look into the camera announce what they were eating for dinner, then a doorbell would ring and the player is handed an Uber Eats bag.
Mark Ritson, professor or Marketing, at Melbourne Business School, called the advert ‘fantastic advertising and a brilliant coup from Uber’.
Uber Eats managed to secure a number of tournament players including number two seed Rafael Nadal (pictured) to be a part of the advertising campaign
‘All too often big budgets for sponsorship and advertising are wasted because the ideas that follow the initial deal are too boring or generic to have any significant impact on target customers,’ Mr Ritson told The Australian.
‘Uber is the exception.’
Tennis fans were also impressed and flocked to social media to level praise at those behind the campaign.
‘Whoever are behind these UberEats commercials during Australian Open, Take a bow!! U (sic) guys R (sic) legend,’ one viewer tweeted.
The absolute best thing to come out of the #AustralianOpen has been the Uber Eats ad with the incomparable @LeeLinChin,’ another added.
The new tennis @UberEats ads that run during the @AustralianOpen are the only YouTube ads I refuse to skip because they’re that good. :’),’ a third user wrote.
However despite how creative the advertising might have been there were still a fair share of people who were not happy claiming the advertisement was overexposed.
‘The ridiculous frequency of Uber Eats spots on Channel 9 during @AustralianOpen, and the totally inane creative, means I will never, ever order food from them. They’ve wrecked the tennis coverage,’ one angered viewer tweeted.
‘They are cringe,’ another added.
The group behind the campaign, advertising agency Special Group, helped launch Uber Eats in Australia.
They coined the now infamous slogan ‘Tonight I’ll be eating’ and plastered them over bus’s, billboards and television to great success.
Daily Mail Australia contacted the Special Group for comment.
The group behind the campaign, advertising agency Special Group, helped launch Uber Eats in Australia and were the ones to come up with the slogan ‘Tonight I’ll be eating’