Clems Melbourne & DrinkWise Launch ‘Ghost With Uber’ For Pub Smoke-bombers

Clems Melbourne & DrinkWise Launch ‘Ghost With Uber’ For Pub Smoke-bombers
SHARE
THIS



DrinkWise and Clemenger BBDO Melbourne have launched Ghost with Uber, a new campaign in partnership with Uber which aims to help people avoid the peer pressure to keep drinking when all they want to do is call it a night.

In the past, many admirable ‘ghosting’ attempts – the ‘fine art’ of sneaking out of pub, club or party unnoticed – were ruined by a lack of available transport on exit. The new ghosting mode on the Uber app, running on Friday and Saturday nights for the next six weeks, allows ‘ghosters’ to send a custom message to friends letting them know they’ve slid right by them to a safe ride home.

Screen Shot 2017-11-01 at 9.17.01 am

‘Ghost with Uber’ is based on the insight that people often feel compelled, against their better judgement, to keep drinking and this practical approach from DrinkWise helps discourage bingeing, allowing people to get home safely from a night out.

Simon Strahan, marketing director at DrinkWise, said: “You should always look out for your friends, but if they’re urging you to keep drinking when you’ve had enough, it’s time to ghost. Our partnership with Uber is about reducing the pressure to drink to excess and providing a safe exit.”

“‘Ghosting’, ‘smoke-bombing’ and ‘phantoming’ are all part of modern vernacular – a lot of people are self-claimed experts at it. The advantage of Ghost with Uber is that it allows you to message friends after leaving, complete with Uber map view of you being driven away – the ultimate ‘ghost’.”

Henry Greenacre, head of cities at Uber Australia and New Zealand, said: “After working together on impactful campaigns in 2016, Uber is proud to once again partner with DrinkWise to help Australians make smarter decisions when drinking. We know peer pressure has a real influence on drinking behaviour, and the Ghost with Uber campaign aims to highlight this and some easy ways to avoid it.”

Clemenger BBDO Melbourne’s CEO, Nick Garrett added, “It’s fantastic to be able to partner with both DrinkWise and Uber in a bid to break down social barriers and influence behavioural change through a fun and engaging campaign that carries an important message.”

The campaign will launch with out of home, social and digital activity, street posters, PR and influencer activity and via radio duo, Hamish and Andy on their Fox FM drive show, in addition to the Uber app on Friday 3 November, for six weeks.

Credits:

Client: DrinkWise
Marketing Director – Simon Strahan
Creative: Clemenger BBDO Melbourne
Production company: Flare and Little Projector Company Illustrations: Jacky Winter Group
Media: Mediacom
PR & Influencers: AMPR

Please login with linkedin to comment

Clemenger BBDO Melbourne DrinkWise Uber

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]