Uber has launched a membership program, Uber One with perks for everyone and it appears even to have ignited the interest of celebs such as Dannii Minogue; former Bachelor, Tim Robards, and Neighbours legend, Ian Smith.

Speicla’s hero spot announcing the program is a fun game of Celebrity Whispers, with each star gaining an increasingly incorrect understanding of Uber One membership. The result is a rapid-fire reinforcement of the benefits of Uber One. The rest of the campaign gets deeper into the details, using the culturally relevant confusion of more celebrities, including Drag Race’s Coco Jumbo and food critic, Matt Preston.

Uber One membership gives access to savings and exclusive perks across both Uber and Uber Eats, with members saving around $30 every month. But with such a broad array of benefits across two sides of the business, and general consumer confusion over membership products, Uber and Special turned the potential for confusion into an opportunity to clarify things.  

Creative director at Special, Sarah Parris, commented, “Being a new membership, across both Uber & Uber Eats, with multiple benefits across both platforms, we knew Uber One could create some confusion. We decided to embrace the complication and confuse things even more with a bunch of celebs who self-referentially tease themselves to create clarity.”

Andy Morley, director of marketing at Uber, added, “We wanted to spread the word on the benefits of Uber One membership, as it can really offer value to those who use the Uber and Uber Eats apps regularly. And what better way to let Aussies know than through some of our favourite stars.

“We know that membership propositions are often very complex to explain due to the multiple layers of benefits and information needed to communicate, often leading to dry, functional creative.  However, our agency partners have (yet again!) overcome this challenge through brilliant strategic thinking, bold creativity with cultural charm, building a launch programme for Uber One which we’re incredibly excited about.”

The campaign is running across TV, BVOD, OLV, OOH, DOOH, social and owned channels.

Credits:

Client: Uber & Uber Eats
Senior Director of Marketing, APAC: Lucinda Barlow
Director of Marketing, ANZ: Andy Morley
Marketing Manager Memberships: Dan Greenberg
Marketing Manager, New Verticals – Uber Eats: Margot Deltour

Creative Agency: Special
Founding Partners & Co-Chief Executive Officers : Lindsey Evans & Cade Heyde          
Partners & Co-Chief creative Officers: Julian Schreiber & Tom Martin                                 
Creative Directors: Sarah Parris, James Sexton & Wayne Ching                           
Creatives: Jack Wall & Phillip Harkness  
Managing Director: Tori Lopez  
Business Director: Gill Last                                
Business Manager: Armaity Pavri                                                          
Group Strategy Director: Celia Garforth 
Strategy Director: Kellie Box                 
Head of Production: Sevda Cemo         
TV Producer: Margot Fitzpatrick            
Stills Producer: Danielle Senecky                       
Digital Producer: Stacey Szabo                                                                          
Head of Design: Adam Shear
Designer: Sabine Schwarz
Social Lead: Sarah McKie

Media Agency: Mediacom
Social Agency: Hello Social

Film Production: Good Oil        
Director: Dave Wood                
Cinematographer: Marty Williams                                
Executive Producer: Sam Long
Producer: Lee Thomson

Post Production: The Editors
Editor: Jack Hutchings
Post Producer: Rita Gagliardi
Colourist: Fergus Rotherham
Online Operator: Soren Dyne                

Sound: Rumble Studios
Sound Engineer: Tone Aston

Stills Production: Chee Productions
Photographer: Chrisopher Tovo
Executive Producer: Matt Chee                         
Executive Producer: Tamiko Chee
Retouching: Cream
Retoucher: David McNeil