Uber has turned one of Melbourne’s oldest lawn bowls clubs into the ‘Uber Clubhouse for Seniors’, a free two-night pop-up to get Victoria’s senior citizens mingling and bowling, all in the name of bringing Uber’s senior-friendly features to life.
As part of the month-long Victorian Seniors Festival, the free activation ran from 8–9 October, bringing older Australians and their loved ones together for a friendly competition on the green, a live DJ, cold drinks and snacks in the sun with prizes, including Uber discount codes and take-home goodies.
The experience, conceived and created by Uber Australia’s PR and comms agency History Will Be Kind and executed in collaboration with Curious Nation, engaged seniors with the Uber brand in a familiar setting of community connection. Guests had the opportunity to get hands-on with the app, discover ways to make getting around easier and build confidence in using Uber.
Bonnie Ko, senior communications manager ANZ, Uber said the brand wanted to meet older Australians where they are, rather than expect them to adapt to technology on its terms.
“Getting around is about so much more than getting from A to B, it’s about staying connected to the people and places that make life richer. We know that technology can feel daunting if it’s unfamiliar, so we want to meet older Australians where they’re at, in places they already know and love, and help them discover how Uber can fit into their lives,” said Ko.
“Lawn bowls was a natural fit because it’s social, welcoming and brings generations together. By inviting everyone to bring a ‘Bowls Buddy’, we could make exploring the app feel less like a tech lesson and more like a fun day out on the green.”
To make the journey as easy as the day itself, Uber set up a dedicated pick-up and drop-off zone outside the Clubhouse, with team members on hand to help guests book a ride home and explore the features available through Uber Seniors.
Simple Mode: a simpler version of the Uber app with larger text and clearer icons.
Family Profiles: Uber Senior accounts also include access to Family Profiles where families can book, manage and pay for rides on an older person’s behalf.
Call to ride: for riders who prefer to speak to a live agent to book their ride, call 13-UBER (13 82 37 on the keypad).
Multi Purpose Taxi Program (MPTP): Victorians who are eligible can use their MPTP subsidy on Uber to save on accessible, affordable and convenient rides through the Uber app or phone line.
Exclusive discounts: holders of Victorian Seniors Card, Seniors Business Discount Card and Victorian Carer Card are able to unlock exclusive savings on safe, more affordable rides alongside convenient meal and grocery deliveries.
The activation builds on Uber’s broader efforts to make its services more accessible to older Australians, including the following new features:
Pickup preferences: Choose how your driver can find you at pickup, such as calling out your name, contacting you by mobile or flashing their vehicle lights.
Optional self-identification: seniors can choose to let drivers know they’re an older adult in the app. If enabled, this information will appear in the driver app as they approach the pickup spot.
Flexible payment options: seniors can pay by card or Uber Cash, which enables riders more choice, ensuring payment methods are not a barrier to accessing reliable transport. Read more here.
Easy entry vehicles: coming soon before the end of 2026, riders will soon get access to cars that have a lower step-in for a smoother entry and exit.
Earlier in 2026, Uber partnered with Victorian Seniors Card to offer exclusive savings, with more than 10,000 cardholders redeeming the offers and 3,000 cardholders accessing them across thousands of discounted trips each month.
Uber also supported the Victorian Seniors Festival Celebration Day at Federation Square on Saturday 3 October, with a dedicated support hub where visitors could learn more about Uber for Seniors.
By swapping a traditional product demonstration for a hands-on experience built around a familiar social pastime, Uber brought its message of accessible mobility to life one bowl, and one ride, at a time.
Credits:
Client: Uber
Bonnie Ko, Senior Communications Manager, ANZ
Haley Evirgen, Social Media Lead ANZ
Acacia Lu, Operations Lead
Viviane Prete, Operations Lead
Rachel Tesema, Growth Marketing
PR & Community Engagement: History Will Be Kind
Edwina Brook, Managing Director
Francesca Gilmore, Group Account Director
Hailee Amalfi, Senior Account Manager
Laura Ford, Senior Account Executive
Event Production: Curious Nation
Stephanie Bain, Managing Partner
Megan Rogers, Account Director
Anabelle Ross, Producer
Photography
Tommy Debenham | Tommy Creative
