Uber Eats has released its second instalment of its cheeky value platform, ‘Ding Dong Deals’, developed in partnership with Special and EssenceMediacom.
The campaign puts a fun twist on Uber Eats’ iconic doorbell chime, using it as a tongue-in-cheek censor to bleep out the spontaneous swearing that slips out when Aussies and Kiwis discover just how jaw-droppingly good the deals are on the Uber Eats app.
Inspired by the insight that Aussies and Kiwis can’t help but let an expletive fly when confronted with a seriously good bargain, the campaign takes this all-too-relatable reaction into delightfully awkward territory. In this latest instalment, a shopping centre Santa drops his child-friendly persona after glimpsing the silly season deals on Uber Eats. This follows earlier fan favourites—one where a serene bridge game is abruptly interrupted by a $10 burger offer, and another where a live news anchor can’t quite keep it together after spotting a $10 grocery deal just as the cameras roll.
Margot Deltour, marketing lead, growth and engagement, Uber Eats ANZ said, “Creating a platform to unite the breadth of deals on offer was a chance to spotlight some truly impressive value—made even more entertaining by using swearing as a creative device. It’s a playful way to show how surprisingly good the deals can be.”
The campaign is amplified through dynamic OOH placements showcasing a rotating range of products and deals, and a social series shot from the perspective of users’ front cameras as the push notifications hit—capturing their startled (and beep-worthy) reactions in real-time.
“Retail doesn’t have to be boring, and you don’t need to shout to be heard, especially in a market already full of shouty campaigns. So, in true Aussie and Kiwi fashion, we’re swapping shouting for swearing, because we feel that’s the kind of honesty we find entertaining,” commented Alan Wilson, group creative director at Special.
Directed by Good Oil’s Adam Gunser, the films are crafted with a sharp eye for the nuance of Aussie and Kiwi humour, and the universal truth of swearing at a deal that’s too good to be true.
‘Ding Dong Deals’ acts as a value layer alongside Uber Eats’ brand platform, ‘Get Almost, Almost Anything’, which reinforces the brand’s versatility across takeaway, grocery, convenience and more, now with jaw-dropping deals across categories. Consumers can enjoy a range of deals on various food and grocery items.
With ‘Ding Dong Deals’, Uber Eats continues its legacy of playful, culturally relevant storytelling by tapping into real human behaviour to drive value perception and engagement. The platform is designed to be long-running and flexible, with more content, categories and surprise offers set to roll out across the year.
The campaign forms part of a broader regional initiative, with Special and EssenceMediacom partnering with Uber Eats to deliver value-led campaigns tailored to cultural nuances across a range of APAC markets. In Taiwan, Lying Down Deals taps into the local insight of passive savings, while in Japan, Guuu Deals uses a playful sound cue to dramatise the satisfaction of scoring a great bargain – each designed to reflect the local market nuance around great deals.
Credits:
Client: Uber Eats
Nicole Bardsley, Head of Marketing, Uber and Uber Eats ANZ
Margot Deltour, Marketing Lead Growth and Engagement, Delivery ANZ
Adam Ledbury, Creative Director, Uber and Uber Eats APAC
Tom Walter, Brand Marketing Strategy, Uber and Uber Eats APAC
Creative Agency: Special
Lindsey Evans & Cade Heyde, Partner/CEO
Julian Schreiber & Tom Martin, Partner/CCO
Peter Defries & Alan Wilson, Group Creative Directors, Uber APAC
Sophie Aitken & Matt Aitken, Creatives
Lauren Portelli, Managing Director
Rachel McEwen, Team Lead
Charlie Keeble, Business Director
Fabrizia Violante, Business Director
Alicia Aguilera, Business Director
Celia Garforth, Regional Executive Strategy Director
Heather Sheen, Group Strategy Director
Kellie Box, Strategy Director
Mahima Silwal, Strategist
Jo Howlett, Integrated Producer
Nick Lilley, Head of Stills
Di Williams, Stills Producer
Adam Shear, Head of Design
Cam Morris, Designer
John Rivera, Finished Artist
Jen Bailey, Finished Artist
Production Company: Good Oil
Director: Adam Gunser
EP: Juliet Bishop
Producer: Claire Richards
Casting: Peta Einberg
DP: Crighton Bone
Prod Designer: Arabella Lockhart
Editor: Mark Burnett
Post-Production: The Editors
Sound: Rumble
Media Agency: EssenceMediacom
Owned Channels & CRM: RX
