The family’s second car just got a rethink by Special. Uber Carshare became Australia’s second car and the commercial to introduce that could not be clearer.
Special’s new brand proposition redefines what multi-car ownership means to Australians who used to think that multi-car ownership was normal. Now it’s being rethought as expensive.
The campaign leads with 30- and 15-second commercials in which a woman “drives home” (awful pun – sorry) that she has a host of second cars thanks to Uber Carshare – even introducing her second husband, in her second car at her second wedding.
The full campaign covers BVOD, OLV, digital, CRM, OOH, radio and social.
David Griffiths, head of marketing, Uber ANZ, stated, “Australia has one of the highest rates of private car ownership globally, with more than half of Australian households owning more than one car. We know that a lot of these second cars are bought for a particular use case and sat idle for the rest of the time, so with this launch we wanted to show how Uber Carshare is the ideal solution for those second car needs. We’re excited to bring this new campaign to a more mainstream audience and showcase car sharing with the Uber convenience Aussies know and love.”
James Sexon, Uber APAC creative director, Special, said: “Like 92% of Australians, I’m a proud car-owner. But not too proud to acknowledge its shortcomings. So the idea of being able to access thousands of second cars that can do all the things my car can’t, just makes sense.”
Credits:
CREATIVE AGENCY: SPECIAL
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Uber APAC Creative Directors: James Sexton & Sarah Parris
Creatives: Jack Wall & Phillip Harkness
Creatives: Derek Anderson & Jonty Bell
Managing Director: Lauren Portelli
Team Leads: Laura Little & Rebecca Grant
Business Director: Ed Nash
Business Manager: Genevieve Bowes
Head of Strategy: Celia Garforth
Senior Strategist: Phoebe Fielding
Head of Film Production: Sevda Cemo
Senior Producer: Alyce Guy
Head of Stills: Nick Lilley
Stills Producer: Emily Willis
Digital Producer: Stacey Szabo
Head of Design: Adam Shear
Designer: Maria Ancines
Finished Art: John Rivera
Creative Services Manager: Kristie Dagg
