Page 72 - AdNews magazine Mar-Apr-May 2023

Hello Social
THE GAME CHANGER AWARD WINNER
SPONSORED BY TWITCH
Digital and social media agency Hello Social, for Uber Eats, won The Game Changer Award for its ‘Rave2Save Indian Home Diner’ campaign.
The judges said: "This is a feel- good story of a big corporate using size, influence and agility to mobilise the community on a local issue."
The Indian Home Diner (IHD) on Oxford Street and its ever-smil- ing owner Robert Chowdry, who often greeted patrons with a hug, are icons. This magical right of passage was part of growing up in Sydney.
But when Woollahra Council revoked its 3am trading hours to 12am, its social sphere went into meltdown.
Hundreds of posts from dis- traught fans popped up, the major media outlets came, and local fed- eral politicians, Dave Sharma and Allegra Spender, jumped in.
Hello Social, as Uber Eats’ rep- resentatives, saw “an
opportunity to rally the cultural ground-swell”. To unite the movement and save IHD, the agency immediately started a change.org petition and planning a Rave to Save gig.
Hello Social said: “Paying hom- age to the traditional cultural con- struct of the ‘night out’ storyline, we planned to hold a fundraiser at the pub next door to the Indian Home Diner, the Unicorn Hotel.
“It was simple: donate, party and eat to raise funds for Indian Home Diner’s council appeal. Thanks to Uber Eats, our team booked three of Australia’s big- gest acts in Flight Facilities, Cosmo's Midnight and Bagraiders plus support acts in 24 hours.
“This included negotiations, technical requirement briefings and transport and logistics. The artwork was concurrently devel- oped along with event merch and in-venue branding.”
“Tickets went on sale via EventBrite on Wednesday and we
were sold out by Thursday. Inf luencers, media outlets and brands were coming forward and offering to support our cause.”
Delivering a compelling social narrative, the event sold out in 48 hours and attracted 500 attendees - the best night of trade for Indian Home Diner in two years.
The event generated the best night trade in two years and raised $12,000. And then the best news possible, the hours were reinstated and Indian Home Diner was saved.
“This truly was a game-chang- ing interplay of community groups, a large corporate, indus- try and government of all levels working together to protect the people’s interests and driving preference through positive social responsibility,” Hello Social said.
A multi-layered strategy of lobbying government, engaging media, people power and rais- ing funds via a culturally signifi- cant activation.
Rave2Save Indian Home Diner