Page 90 - AdNews magazine Mar-Apr-May 2023

THE ADNEWS EFFECTIVENESS AWARD WINNER
SPONSORED BY GOOGLE
Special
Independent creative group Special Australia won The AdNews Effectiveness Award for its UberEats Grey Wiggle campaign.
The judges said: "The identifica- tion of an opportunity and strategy around parents at meal-time resulted in a highly memorable, engaging and effective execution."
Uber Eats has driven the major- ity of the online food delivery industry expansion claiming 68% market share and building the cat- egory’s most valuable brand through the now-global ‘Tonight, I’ll be eating...’ campaign.
But in a maturing category, Special needed a different approach to growth as penetration slows among young professional core-user audiences while competitive pres- sures have picked up.
Special needed a new audi- ence for a new source of growth - Aussie Families.
Suburban-families under-indexed with both the category and the brand and represented a sizeable growth opportunity due to their larger orders with higher basket value. However, families didn’t think UberEats was a ‘brand for them’.
While families have a weekly takeaway - typically on a Friday or Saturday night - they just don’t order with UberEats.
Digging a little deeper Special uncovered why - more options meant more arguments.
So Special needed to show that UberEats could provide easy access to shareable family favourites that will keep even the most difficult family members happy; here’s where The Grey Wiggle’ was born.
In keeping with the 'Tonight, I'll be eating...' campaign platform, Special’s family focused campaign brought together a new member to iconic Australian kids music group, The Wiggles.
In its submission, Special said they noticed that: “Every parent has a love-hate relationship with The Wiggles... so to tap into this tension and provide parents with
some light relief, our newly minted Wiggle was the antithesis of their colourful optimism.
“In contrast to the Red One, Yellow One, Blue One and Purple One, he was decidedly Grey and grumpy - played by one of the World's biggest snarks, X-Factor music critic Simon Cowell.
“Across an integrated campaign led by OOH and film (TV, social con- tent, online video), the Grey Wiggle refuses to sing the Uber Eats order, he paints everything grey and he will not share. All while the Wiggles explain to him that everything - including food - is better together.
“Bespoke executions were cre- ated around the unlikely house- hold for each channel and rolled out ‘episodically’ across the 16-weeks to create fresh moments for engagement.
“The campaign was also sup- ported by a layer of food commu- nications featuring a full range of family favourites and set against the backdrop of the Wiggles household.”
The campaign was pivotal in unlocking 'families' and was the most ROI-efficient brand campaign ever in APAC for Uber Eats.
BMF
BMF, for Department of Social Services, UnMute Yourself -
“Taking ‘action’ when someone is disrespectful is incredibly hard. To empower people to correct smaller moments of bias we needed to ground it in the everyday. Ordinarily, silence implies nothing is happening
but in moments of disrespect, a fierce and fleeting internal battle is waged. Dramatising the personal relief from intervention and the reward of acknowledgement, uses immediacy bias to our advantage. Ultimately, engendering a sense of confidence to speak up.”
The Grey Wiggle
THE ADNEWS EFFECTIVENESS AWARD FINALISTS