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Uber Carshare | Australia’s Second Car
We moved a nation of car owners to try sharing instead, with a viral ute, designed by F1 Icon Valterri Bottas.
The challenge
Aussies were settling for the inadequacies of holiday trips in their own cars, because they didn’t realise that Uber Carshare had almost every conceivable vehicle ready to borrow.
The idea
Formula 1 driver Valtteri Bottas spent his entire off-season travelling in Australia. So we enlisted him to design the perfect ‘second car’ made for road trips down under.
We unveiled his one-of-a-kind ute in an epic press call, listed it on the platform for people to rent over the Easter break, and shared the news online with a hilarious suite of social content and influencer collabs.
The campaign tapped into F1’s booming popularity to convert Aussies and fans of the sport into Uber Carshare users
We unveiled his one-of-a-kind ute in an epic press call, listed it on the platform for people to rent over the Easter break, and shared the news online with a hilarious suite of social content and influencer collabs.
The campaign tapped into F1’s booming popularity to convert Aussies and fans of the sport into Uber Carshare users
The Results
We went viral. 30 million video views with $0 media spend, 830 global pieces of press coverage, and a 35% increase in Uber Carshare trips. Not to mention winning Mumbrella Social, Influencer & Ad Campaign Of The Year.
The project became Uber’s first ‘attention spike’ campaign—an entirely new workstream, focused on shaping culture and earning attention.
The project became Uber’s first ‘attention spike’ campaign—an entirely new workstream, focused on shaping culture and earning attention.
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